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1、中國(guó)移動(dòng)市場(chǎng)營(yíng)銷(xiāo)策略目錄摘要關(guān)鍵詞第一章概述第二章中國(guó)通信市場(chǎng)發(fā)展現(xiàn)狀及3G帶來(lái)的市場(chǎng)格局變動(dòng)1.通信市場(chǎng)現(xiàn)狀1.1市場(chǎng)需求的變化。1.2技術(shù)與業(yè)務(wù)相互影響的變化。1.3投資方向的變化1.4經(jīng)營(yíng)重點(diǎn)的變化1.5計(jì)劃經(jīng)濟(jì)向市場(chǎng)經(jīng)濟(jì)的轉(zhuǎn)移。2.中國(guó)通信業(yè)的政府政策趨向2.1電信法何時(shí)出臺(tái)。要盡快制定一部法律2.2政府將逐步放松管制第三章3G時(shí)代三大運(yùn)營(yíng)商面臨的市場(chǎng)競(jìng)爭(zhēng)與挑戰(zhàn)1.宏觀角度1.1并購(gòu)。1.2潛在進(jìn)入者的威脅2.中觀角度2.1品牌競(jìng)爭(zhēng)力2.2服務(wù)競(jìng)爭(zhēng)力2.3業(yè)務(wù)競(jìng)爭(zhēng)力3.微觀角度3.1技術(shù)平臺(tái)系統(tǒng)3.2網(wǎng)絡(luò)安全性第四章3G時(shí)代下三巨頭的營(yíng)銷(xiāo)策略——互

2、聯(lián)網(wǎng)帶來(lái)新的商業(yè)模式1.市場(chǎng)營(yíng)銷(xiāo)表現(xiàn)為對(duì)市場(chǎng)的管理，市場(chǎng)營(yíng)銷(xiāo)管理的實(shí)質(zhì)是需求管理1.1市場(chǎng)營(yíng)銷(xiāo)需求管理1.2市場(chǎng)營(yíng)銷(xiāo)渠道管理1.3市場(chǎng)營(yíng)銷(xiāo)環(huán)境管理Thefifthistowithallkindsofvoluntaryserviceresourcescombined.ActivewiththeYouthLeagueCommittee,civilizationofficeandotherrelevantdepartmentstostrengthentiesandstriveforthesupport.Atthesametime,andothersocialvo

3、lunteerorganizationstomaintainclosecontact,timelycarriedoutjointlybythevolunteeractivities,tofurtherextendthevolunteerworkcontactangle.Three,strengthentheorganizationandleadership,strengthenmeasurestoimplement,tobuildJuxianpublicsecurityvolunteersbrandYear-endappraisalofcommonresp

4、onsibilityofPinganvolunteerworkbothvolunteerserviceobject,category,orplayarole,involvingallkindsofpolice,Departmentofbusinessscope,theCouncilatthebeginningoftheyearhasbeencarriedoutdecompositionproject,andintotheperformanceassessment,andseveralschedulingworkprogress.Thisworkalthou

5、ghitisPropagandaDepartmenttotakethelead,butitdoesnotmeanthatitisaresponsibledepartmentandthepolicedepartment,isaglobalengineering.Fromnowon,leftinlessthanthreemonthstime,timeistight,thetaskisheavy,askeachunittogetaclearunderstandingofthesituation,makeclearthetask,furtheraccelerate

6、andimproveefficiency,andeffectivelystrengthentheworksenseofresponsibilityandurgency.Oneistocatchcondominiumtogether,tofurtherexpandthepeacevolunteers.Therelevantdepartmentsmustclearresponsibilities,divisionofresponsibility.Toputthis151.4市場(chǎng)拓展管理1.5市場(chǎng)營(yíng)銷(xiāo)組織管理2.市場(chǎng)營(yíng)銷(xiāo)管理體系運(yùn)作流程及注意事項(xiàng)2.1細(xì)分市場(chǎng)2

7、.1.1地理細(xì)分2.1.2人口細(xì)分2.1.3行為細(xì)分2.2.建立客戶數(shù)據(jù)庫(kù)。2.3基于互聯(lián)網(wǎng)開(kāi)展的精準(zhǔn)營(yíng)銷(xiāo)。第五章我國(guó)移動(dòng)通信企業(yè)營(yíng)銷(xiāo)策略分析1注重品牌營(yíng)銷(xiāo)策略2采取差異化營(yíng)銷(xiāo)策略2.1識(shí)別和抓住核心客戶,采取內(nèi)部差異化的服務(wù)2.2找準(zhǔn)目標(biāo)市場(chǎng)定位,加速新業(yè)務(wù)的推廣2.3選準(zhǔn)新增長(zhǎng)點(diǎn),不斷挖掘潛在市場(chǎng)3做好渠道營(yíng)銷(xiāo)管理3.1采取“寬進(jìn)嚴(yán)出”的渠道進(jìn)出策略3.2建立有效的評(píng)價(jià)體系3.3不斷加強(qiáng)渠道創(chuàng)新,促進(jìn)渠道形式的多樣化3.4實(shí)施關(guān)系營(yíng)銷(xiāo)和合作營(yíng)銷(xiāo)第六章案例香港移動(dòng)通信CSL品牌體驗(yàn)營(yíng)銷(xiāo)案例結(jié)論致謝參考文獻(xiàn)Thefifthistowithallkindso

8、fvoluntaryserviceresourcescombine