本论文分析了甘肃移动内部、外部激烈变异的竞争发展环境,针对甘肃区域
性的特点,和甘肃移动及数据流量业务发展快速的基本情况,而区域内部良好的
先决竞争环境,从通信行业发展现状、行业政策环境、省内电信运营商竞争态势、
区域移动通信消费需求分析等综合环境与运营流程出发,借鉴国外通信行业竞争
战略,运用SWOT理论进行分析,指出了当前流量经营中存在的网络质量下降、
“增量不增收”、少数人成为“耗损大户”、2G网络压力过大、客户投诉增加等
问题,并对问题的成因做了详细的分析,围绕如何做好手机数据流畺经营,提出
了手机数据流量的网络支撑和产品提升措施、目标客户细分和精确化营销措施、
新型资费套餐设计和价格定价措施、渠道建设和体验式营销提升措施、手机终端
营销等五个方面措施,论文最后对如何实施提升措施提出了几点建议。
关键词:甘肃移动,数据流量,经营措施
MBA学位论文 作者:李生芳
甘肃移动手机数据流量经营提升措施研究
ABSTRACT
The telecom industry has entered a new era of full service operations. Gansu Mobile has now
entered the bottleneck of enterprise development stage. The traditional voice business is shrinking
fast, at the same time, mobile data traffic business is developing explosively. Using a mobile
phone terminal to surf the web, or connecting the internet through mobile applications has become
an indispensable way of life of most people,data traffic business has gradually become a new
driving force of Gansu Mobile revenue growth.
In this paper, on the analysis of internal and external environment,the writer formulated a
series of efficient promotion measures of mobile data traffic business for Gansu Mobile. The paper
firstly introduced Gansu Mobile company and data traffic business. And then, the paper analyzed
the basic situation of the internal environment (Gansu Mobile company profile and mobile data
traffic development survey),the external environment(including the current situation of the
development of telecom industry, the industry policy environment, competition situation in Gansu
province, foreign communication industry good practice, consumer demand analysis), analyzed
the development situation by SWOT theory,and found the existing problems and the causes of the
problem. Finally, the paper put forward some problem-solving measures from network and
intelligent pipeline construction, target customer segmentation and high-precision marketing, new
design and pricing packages, marketing channel construction, mobile terminal, customer service,
etc.
To solve the problem oriented, thesis aims to find suiting promotion measures of mobile data
traffic business for Gansu Mobile.
Key Words: Gansu Mobile Mobile date traffic business. Promotion measures
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