Thesis for Master’ s degree
Research on Marketing Strategy of China Mobile
JZ Branch Andpackage Payment Business
Student Name
Supervisor
Major
Binxiang Li
Yunqin He
Business Administration
Marketing strategy
Specialty
Department School of Economics and Management
Research Duration 2018.09-2021.06
June, 2021

目录
中文摘要............................................................................................................I
ABSTRACT......................................................................................................................II
第一章绪论..................................................................................................................1
1.1研究背景.................................................................................................................1
1.2选题目的与意义 ..........................................................................................1
1.2.1选题目的 ...........................................................................................1
1.2.2选题意义 ..........................................................................................2
1.3研究内容和研究方法 .................................................................................2
1.3.1研究内容 ..........................................................................................2
1.3.2研究方法...............................................................................................3
第二章相关文献及理论基础......................................................................................5
2.1文献综述..........................................................................................................5
2.1.1国外研究综述.......................................................................................5
2.1.2国内研究综述.......................................................................................6
2.2理论基础..........................................................................................................8
2.2.14R营销理论.........................................................................................8
2.2.2营销环境分析方法..............................................................................9
2.2.3波特五力模型分析...............................................................................9
2.2.4STP战略理论.......................................................................................9
第三章JZ公司和包支付业务营销现状...................................................................10
3.1JZ公司背景介绍..........................................................................................10
3.2JZ公司营销现状..........................................................................................10
3.3JZ公司和包支付业务介绍及发展情况......................................................11
3.3.1和包支付介绍.....................................................................................11
3.3.2JZ公司和包支付发展情况...............................................................11
第四章JZ公司和包支付业务营销环境分析...........................................................13
4.1宏观环境分析...............................................................................................13
4.1.1PEST分析...........................................................................................13
4.1.2波特五力模型分析............................................................................17

4.2内部环境分析................................................................................................21
4.2.1品牌资源.............................................................................................21
4.2.2服务能力.............................................................................................21
4.2.3创新能力.............................................................................................21
4.3本章小结........................................................................................................22
第五章JZ公司和包支付业务营销策略选择及实施措施.......................................23
5.1JZ公司和包支付业务STP策略..................................................................23
5.1.1市场细分.............................................................................................23
5.1.2目标市场.............................................................................................24
5.1.3市场定位.............................................................................................26
5.2JZ公司和包支付业务4R营销策略............................................................28
5.2.1关联（Relevancy）...........................................................................28
5.2.2反应（Reaction）.............................................................................29
5.2.3关系（Relationship).......................................................................29
5.2.4报酬（Reward）.................................................................................30
5.3实施措施........................................................................................................30
5.3.1关注和联系顾客.................................................................................30
5.3.2提高市场反应速度.............................................................................31
5.3.3重视与顾客的互动关系.....................................................................32
5.3.4为顾客提供价值和回报.....................................................................32
第六章JZ公司和包支付业务营销策略保障...........................................................34
6.1完善组织架构和激励体系............................................................................34
6.2加强客户服务保障........................................................................................34
6.3互联网+营销保障..........................................................................................35
6.4加强业务市场融合互联网营销建设............................................................35
第七章研究结论与展望............................................................................................37
7.1研究结论........................................................................................................37
7.2研究展望........................................................................................................37
参考文献................................................................................................................38
攻读学位期间取得的研究..........................................................................................42
致谢..........................................................................................................................43
。。。以下略