本文采取文献分析、案例分析的方法，借助现代企业营销战略管理理论的实
践指导，运用 PEST、五力模型、SWOT 等研究方法，重点分析了 CYM 公司在当前
我国互联网发展语境下，通过集聚各种资源和能力，在手机视频业务方面取得了
一些发展业绩，但由于一些原因的制约，CYM 公司目前也存在一些困境，特别是
当前营销实践中所面临的各种内外部环境的影响，因此针对当前 CYM 公司手机视
频业务增速放缓的现状，本文运用 SWOT 分析矩阵得出，CYM 公司手机视频业务
应该以 ST 战略为主，通过差异化战略来推进营销目标的实现
基于此，本文在相关理论指导下，重点结合 CYM 公司手机视频业务在具体营
销过程中一些实际问题，提出了 STP 策略和营销组合策略，即应该致力于服务都
市青年白领人群和高校学生，以“青春”、“创意”、“时尚”、“新鲜”为主打理念，
打造“手机视频第一青春品牌”。经过一定时期的品牌培养，获得市场认可后，
逐步融入主流价值观的传播。在此基础上，CYM 公司要加强产品创新，降低资费
价格，优化营销渠道，推广增值促销，同时要从加强营销组织建设、注重客户关
系管理、完善营销支援体系、深植企业文化建设等方面，实行有所针对性的具体
营销实施与保障对策，以此促进 CYM 公司手机视频业务营销效能和公司发展效益的实现
关键词：手机视频；业务营销；STP 策略；营销组合策略Abstract
China Mobile is the mobile video VAS nine hotspots business architecture,
targeting people living close to its business, provides a convenient information to
obtain modern community life way. However, the mobile video industry chain related
to telecom operators, service providers, license side, content providers, users and
other aspects, many cooperative mode to compete in the business, making the
integration of mobile video industry environment becomes complicated, and in terms
of business models, branding, product design, technological innovation and other
development bottlenecks encountered problems, we need to be innovative in the
marketing mode. Therefore, based on CYM company as the research object, CYM
company around mobile video business marketing strategies on the subject, analyze
marketing mobile video services exist the problem of insufficient depth and its causes,
the corresponding STP and solve marketing mix program, and the corresponding
implementation and safeguards.
Paper adopts literature analysis, case analysis method, with practical guidance of
modern business marketing strategy management theory, the use of PEST, five forces
model, SWOT and other research methods, analyzes the CYM in the current context
of development of the Internet, by gathering all kinds of resources and capacity in the
mobile video business development has made some achievements, but for some
reason the constraints, CYM currently, there are some difficulties, especially the
impact of various marketing practice currently facing internal and external
environment, and therefore for Situation CYM company mobile video business
slowdown current paper SWOT analysis matrix obtained, CYM mobile video
company business strategy should be based on ST mainly through the differentiation
strategy to promote the realization of marketing objectives.
Based on this, under the guidance of the theory, combined with the focus of the
company CYM mobile video business marketing process in particular practical
problem, STP strategy and marketing mix strategy that should be committed to
serving the urban youth and white-collar crowd of college students in order toyouth, creative , fashion , fresh the main idea of creating mobile video first youth
brand.After a certain period of brand culture, after obtaining market acceptance, and
gradually spread into the mainstream values. On this basis, CYM company to
strengthen product innovation, reduce tariff rates, optimize marketing channels,
promotion of value-added promotions, while strengthening the marketing organization
from construction, focus on customer relationship management, improve the
marketing support system, deeply rooted corporate culture and other aspects, the
implementation of some specific and targeted marketing and implementation of
security measures, so as to promote the company CYM mobile video marketing
effectiveness and business development of the company effective implementation.
Keywords: mobile video; marketing services; STP strategy; marketing mix strategy目 录
第 1 章 绪论....1
1.1 研究背景和意义 .1
1.2 研究的内容和方法........3
1.3 国内外研究现状4
第 2 章 相关理论概述8
2.1 营销理论8
2.2 营销分析工具....9
第 3 章 CYM 公司手机视频业务营销环境分析 ...13
3.1 CYM 公司简介 ..13
3.2 手机视频业务营销宏观环境分析 .......15
3.3 手机视频业务营销行业环境分析 .......16
3.4 CYM 公司手机视频业务内部环境分析 ..........20
3.5 CYM 公司手机视频业务营销 SWOT 分析.....26
第 4 章 CYM 公司手机视频业务营销策略研究 ...29
4.1 CYM 公司手机视频业务营销目标制定 ..........29
4.1.1 CYM 公司营销的总体思路 ...........29
4.1.2 CYM 公司营销目标制定 ...29
4.2 CYM 公司手机视频业务营销 STP 策略 .........30
4.2.1 注重市场细分.........30
4.2.2 目标市场选择.........30
4.2.3 明确市场定位.........34
4.3 CYM 公司手机视频业务营销组合策略 ..........36
4.3.1 加强产品创新.........36
4.3.2 降低资费价格.........364.3.3 优化营销渠道.........40
4.3.4 推广增值促销.........40
第 5 章 CYM 公司手机视频业务营销策略的实施及保障措施建议 .......44
5.1 加强营销组织建设 .......44
5.1.1 注重产品技术研发人员队伍建设.44
5.1.2 提升市场营销开发人员业务培训.44
5.2 注重客户关系管理 .......45
5.2.1 借助现代信息技术加强客户资源开发....
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