中文摘要......................................................................................................I Abstract......................................................................................................II 第一章绪论............................................................................................1 1.1研究背景、目的及意义.................................................................................1 1.2研究内容、思路及框架.................................................................................3 1.3研究工具和方法.............................................................................................5 第二章研究理论基础...............................................................................7 2.1相关概念界定.................................................................................................7 2.2营销相关理论.................................................................................................8 2.3国内研究综述.................................................................................................8 第三章甘肃广电网络营销现状与营销环境分析.................................10 3.1甘肃广电网络公司营销现状.......................................................................10 3.2广电网络公司营销环境...............................................................................34 3.3甘肃广电网络SWOT分析..........................................................................40 第四章甘肃广电网络STP分析............................................................45 4.1甘肃广电网络市场细分...............................................................................45 4.2甘肃广电网络目标市场...............................................................................46 4.3甘肃广电网络市场定位...............................................................................48 第五章甘肃广电网络营销策略制定.....................................................50 5.1营销策略的组合构建...................................................................................50 5.2甘肃广电网络组合营销策略的优化...........................................................51 第六章甘肃广电公司营销策略实施保障措施.....................................65 6.1组织保障.......................................................................................................65 6.2人才保障.......................................................................................................66 6.3激励措施.......................................................................................................66 6.4资金保障.......................................................................................................67 第七章结论与展望...............................................................................69 7.1主要结论.......................................................................................................69 V 7.2不足与展望...................................................................................................69