中国电信手机报业务精细化营销策略研究

摘要

当前形势下,移动互联网业务发展迅猛,手机报业务的市场发展

前景也弓丨起了相关专业人士的普遍关注。面临蓬勃的市场发展趋势,

手机报业务现在的营销形式与市场的发展还存在一定的差距,也日益

突显出了不能胜任市场发展需求的疲态,其中更为突出的是起步较晚

的中国电信手机报业务。

本文将通过对手机报业务特点的研究,以及对环境、行业、竞争

对手等市场要素的分析,结合中国电信手机报业务目前存在的问题,

进行了营销策略的选择研究,并在此基础上提出了中国电信手机报业

务精细化营销体系建立的相关措施,同时从平台、终端、人力资源等

方面提出了实施保障建议。

关键词:手机报4P营销理论精细化营销

中国电信手机报业务精细化营销策略研究

北京邮电大学专业学位硕士学位论文

STUDY OF PRECISE MARKETING STRATEGY OF

THE CHINA TELECOM MOBILE NEWSPAPER

BUSINESS

ABSTRACT

With the deepening reform of China Telecom licensing

telecommunications industry restructuring and improve relevant laws and

regulations are being implemented mobile media network, broadband.

Carry its mobile newspaper, timely, interactive, multimedia presentation

will also become a new way to obtain information.

This paper will report on the operational characteristics of mobile

phones, as well as on the environment, industry, competitors and other

market factors analysis, combined with China Telecom mobile phone

business is currently reported problems in the choice of marketing

strategy for the study, and on this basis, the formation Report on China

Telecom mobile phone business, marketing mix strategy

recommendations.

KEY WORDS: Mobile Newspaper, The Marketing Theory of 4Ps,

Precise Marketing

中国电信手机报业务精细化营销策略研究