本文在对 J 省移动公司目前所采用的营销策略进行分析的基础之上，找出营
销策略的不足之处，而后对其所存在的问题进行分析研究，并最终为该移动公
司提供更优化的营销策略方案。文章首先对营销概念进行了简单讲解，为接下
来营销策略研究提供了理论基础；其次分析了营销的现状和存在的问题。对移
动公司在 J 省的经营状况进行分析，运用 SWOT 分析法，详细分析了 J 省移动
4G 通信业务的内外部环境，发现其在营销过程中的问题所在，例如业务营销问
题、服务满意度问题等；最后针对 J 省移动公司在 4G 业务营销过程中的相关问
题提出相应改进建议，进而制定切实可行的营销策略，并提出相关实施保障建
议以保证其能够顺利实施。希望本文的研究工作能够对 J 省移动公司 4G 营销有
一定帮助
关键词：移动；4G；营销策略；案例分析；优化建议ABSTRACT
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ABSTRACT
In recent years, mobile phone plays an increasingly important role in the
development of.4G technology in the life of modern people, after the Ministry
provided the 4G license, the communications company in the region of the layout has
changed greatly. The communications company provide service from the original
only a single call service and SMS, and gradually changed to call the service as the
foundation, focus on the development of network services. In the case of intensified
competition, enterprises want to make great progress, then they need to face their own
shortcomings and correct them in time. At the same time, the use of scientific
marketing theory, which made step by step ahead in the market, and gradually
increase the share of the rate of market share.
This paper based on the analysis of J Mobile Corporation currently used by the
marketing strategy, find out the deficiencies of the marketing strategy, and then
analyzes the existing problems, and ultimately for the Mobile Corporation to provide
marketing strategy more optimization. This paper gives a simple explanation of the
marketing concept, marketing strategy for the next research to provide a theoretical
basis; secondly analyzes the marketing situation and existing problems. For the
Mobile Corporation in the province of J operating conditions, were analyzed using
SWOT analysis method, a detailed analysis of the J 4G mobile communication
services in the external environment, where the discovery in the process of marketing
problems, such as marketing, service satisfaction; and finally puts forward the
corresponding improvement suggestions for J Mobile Corporation related issues in
the 4G business in the marketing process, and to develop marketing strategy and
feasible. Put forward the implementation of security recommendations in order to
ensure the smooth implementation of the hope that the research work in this paper can
be helpful to J Mobile Corporation 4G marketing.
Key words:mobile; 4G; marketing strategy; case analysis;optimize suggestion目 录
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目 录
第 1 章 绪论.....1
1.1 选题背景及研究意义 1
1.1.1 选题背景 .........1
1.1.2 研究意义 .........2
1.2 国内外研究现状分析 2
1.2.1 国外研究现状 .2
1.2.2 国内研究现状 .4
1.3 论文研究内容及方法 5
1.3.1 研究内容 .........5
1.3.2 研究方法 .........6
第 2 章 相关理论概述.7
2.1 相关理论 ........7
2.2 市场营销观念与演变 7
2.3 市场营销组合 8
2.4 营销策略分析 8
2.4.1 宏观环境分析 .8
2.4.2 态势分析 .........8
第 3 章 J 省移动公司 4G 营销状况及问题分析......10
3.1 J 省移动公司的基本情况.....10
3.1.1 J 省移动公司概况......10
3.1.2 J 省移动客户经营概况..........10
3.2 J 省移动公司 4G 营销状况..11
3.2.1 产品营销策略 ...........11
3.2.2 价格策略 .......14
3.2.3 渠道策略 .......15
3.2.4 促销策略 .......16目 录
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3.3 J 省移动公司 4G 营销理论分析.....16
3.3.1 宏观环境分析 ...........16
3.3.2 行业环境分析 ...........17
3.3.3 SWOT 分析....18
3.4 J 省移动公司 4G 营销问题分析.....21
3.4.1 业务营销问题 ...........21
3.4.2 渠道营销问题 ...........23
3.4.3 市场营销能力问题 ...24
3.4.4 服务满意度问题 .......24
第 4 章 J 省移动公司 4G 营销优化方案......25
4.1 业务营销优化方案 ..25
4.1.1 建立稳定 4G 网络 ....25
4.1.2 4G 终端差异化 ...
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