【作者】 高扬；

【导师】 陈敬东；

【作者基本信息】 西安理工大学 ， 工商管理， 2004， 硕士

【摘要】 黄页在计划经济体制下只是一种电信的辅助产业，但随着中国电话的不断普及，中国黄页市场也随着中国经济逐步发展和壮大，竞争也越来越激烈。黄页作为一种电话号码查询的广告媒体。联通、铁通、网通等各大电信运营商不断涌入黄页市场，同时其它广告媒体的快速发展也威胁到了黄页的生存和发展。陕西的黄页市场相对比较落后，各中国电信的主要竞争对手尚未进入陕西的黄页市场，但是竞争已迫在眉睫，陕西省电话号簿局只有做好准备，迎接市场的挑战。 从国内外黄页的发展历史来看，黄页也已经被重新定义为一种广告媒体，它的发展需要用市场经济规律来运作，摆脱旧的体制。以前黄页主要是面对企业消费市场这就使得，黄页无法更好的利用使用率来提高自身的价值。而在市场经济的下消费者市场成为了黄页发展的重要市场之一，消费者也将成为黄页使用率的基本保障，同时消费者的使用率也成为了广告商投资的重要考核指标之一，所以研究黄页消费者市场的营销策划变得十分重要。本文从调研资料入手，通过相关的营销理论对陕西的黄页市场进行了分析，确定了陕西黄页未来的发展重点是消费者市场，并且对陕西黄页的消费者市场进行了细分，同时针对陕西黄页目前的情况制定的相应的营销组合策略。并为实现这一营销策略提供了实施建议。实施建议是以陕西省电话号簿局的实际情况为基础，以本文所提出的营销策略为目标所制定的，具有很强的操作性和实战性，可以帮助陕西省电话号簿局更好的实施该营销策略。更多还原

【Abstract】 Yellow Page is only the supplementary industries of a kind of telecommunications under planned economic system, But with the popularizing constantly of Chinese telephone, Chinese Yellow Page market is as China’s economy develops and strengthen progressively, The competition is fiercer and fiercer too. The advertising media which Huang Ye inquires about as a kind of telephone number. CHINAUNICOM, CHINA RAILCOM, CHINA NETCOM heavy trader who runs telecommunications pour in Yellow Page market constantly iron, The fast development of other advertising medias threatermed the existence and development of Yellow Page too at the same time. Yellow Page market of Shaanxi is relatively relatively backward, every main rival of China Telecom has not entered Yellow Page market of Shaanxi yet, But the competition has been already extremely urgent , the number of telephone of Shaanxi Province note-book office is ready to have only, Meet the challenge of the market.Can find out from a large amount of information , Yellow Page has already been redefined to be a kind of advertising media too, The developments of it need and come operation with market economy, break away from the old system. This could offer Yellow Page’s real development. Have analysed about Yellow Page market of Shaanxi through the relevant marketing theory in this text, Subdivide Shaanxi Yellow Page market, and has carried on the primary and secondary choice which influences Shaanxi Yellow Page’s development to the market that is subdivided. Make up the tactics to the present situation corresponding marketing that makes of Yellow Page of Shaanxi at the same times . And offer for realizing this marketing strategy and propose. It is that is based on reality of the of Shaanxi Province to implement the suggestion, Madethe marketing tactics that this text put forward for goal, had very strong operation quality and actual combat quality , Help telephone of Shaanxi Province symbol note-book office fine implementation this tactics.更多还原