湖南电信“小灵通”市场营销探讨

【作者】 刘亚；

【导师】 谢赤；

【作者基本信息】 湖南大学 ， 工商管理， 2003， 硕士

【摘要】 日新月异的技术进步将电信行业带入了一个崭新的时代，固定电话、移动电话已成为人们生活中不可缺少的生活必需品。随着“小灵通”在我国的快速发展，对“小灵通”的营销战略进行研究已日显必要。 本文以湖南省电信公司“小灵通”业务发展为研究对象，试图对“小灵通”的市场营销战略作一深入的探讨。 第一章对研究的必要性、可行性及研究的目的和意义进行了阐述，并总结了国内外研究现状。 第二章论述了“小灵通”的概念及其特点，并介绍了目前“小灵通”在国内外市场的发展情况。 第三章展开了“小灵通”的市场营销研究。文中首先分析了“小灵通”的市场营销环境、消费者市场与生产者市场、竞争者以及“小灵通”在湖南发展的机遇与挑战，进而提出了“小灵通”在湖南发展存在的问题。 第四章提出了市场竞争博弈模型，运用静态博弈与动态博弈的原理与方法，讨论企业对于未进入的市场是否可以进入，以及怎样才能进入的问题，提出“小灵通”的市场竞争博弈。 第五章对“小灵通”营销战略的实施进行了论述，提出了一系列实施措施和控制手段，确保战略顺利实施。本章提出湖南电信公司必须利用已有的网络优势和人才优势，制定市场营销战略，才能提高湖南电信公司的综合竞争力。 结论部分对前面的研究成果进行了概括性的总结。 随着我国电信业改革的深入以及竞争格局的形成，运营商争夺市场的行为趋于白热化。湖南电信公司拥有庞大网络，品牌、技术和人才优势，应优化已有的网络，有效地利用现有网络资源，提高网络利用率，适时淘汰过时的业务，积极跟踪新技术，寻找新的业务增长点。正确对待电信行业价值链的变化，处理好与内容提供商、集成商的关系，以用户需求、用户支付努力及服务成本为基础，有选择地提供不同层次的服务，使湖南电信的“小灵通”业务最具竞争力，达到互惠互利的结局。更多还原

【Abstract】 The technology advancement that changes with each passing day has brought the telecom industry into a brand-new era. The immobile telephone and mobile telephone have become indispensable necessity in people’s life. With the fast development of PAS in our country, it requires urgently the researches about the PAS’s marketing operation. This paper focuses on the PAS’s businesses of the Company of Telecommunications in Hunan Province, probing into its marketing operation stratagem thoroughly.The introduction dissertates the study’s necessity, feasibility, purpose and significance, also summarizes the studies status in quo inside and outside nation.The second chapter expounds the concept and characters of PAS, and introduces its developing actuality in our country and outside.The third chapter investigates the marketing operation of PAS. Above all, this chapter analyses PAS’s marketing operation environment, the customer and producer markets, and competitors. At the same time, it points out the opportunities and challenges that PAS comes up against in Hunan Province, and then indicates the problems consisting in the development of PAS in Hunan Province.The fourth chapter puts forward the game model of marketing competition, and exerts the static and dynamic game theories and methods to discuss the problems of whether the corporations should enter into the markets or not which still outside, along with how to enter into the marketsThe last chapter discourses upon the implementation of marketing operation strategies of PAS, putting forward a series of steps and measures to insure carrying into execution successfully. In particular, this chapter points out that the Company of Telecommunications in Hunan Province should utilize the person with ability and network predominance that have already possessed to set down the marketing strategies. Only by doing so, could the company improve the general competitive strength.The epilogue sums up the foregoing study outcomes synoptically. Along with the deeper progress of the reform of telecom industry in China, and the competition pattern has come into being, the behaviors of dealers scramble for market has incandesced. The Company of Telecommunications in Hunan Provinceprocesses of giant network, band, technique and talents advantages. So it should optimize the network that has hold, making use of the network resources effectively and improving the ratio of using. At the same time, it needs to wash out the outdated business properly, run after the new techniques and look for the new operation rising dot. Meanwhile, the telecom industry in Hunan Province should treat the change of value chain in this trade exactly, and deal with the relationship with the content suppliers and integration plants properly. If based on the consumer requirements and service costs, providing good service on different levels selectively, will PAS in Hunan Province develop into the operation that have the most powerful competitive strength, and achieving the mutual win situation.更多还原