肇庆移动定制终端营销策略研究
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摘要
近年来,随着中国移动、中国电信和中国联通三家通信运营商全面推开3G业务营销,以运营商为核心的中国通信产业迎来了新一轮的竞争和洗牌。肇庆移动作为中国移动内部一个典型的泛珠三角中小城市分公司,拥有当地80%以上的移动用户数。在推广3G业务发展3G用户以来,由于未能有效解决自身存在的一些问题,以及肇庆联通和肇庆电信有效利用各自的终端优势分别抢占了一部分客户群体,造成3G客户的发展受到严重制约,新增市场占有率逐渐下降。制定有效的定制终端营销策略,更好地提升定制终端销量,完善整个定制终端产业链,进而有效促进3G客户发展和保持新增市场占有率是肇庆移动的重要任务。
肇庆移动TD定制终端的销售与推广方面存在着产品种类少、产品价格高、产品质量不稳定、促销政策单一、套机情况不断出现、货源供给不稳定、销售渠道单一、售后问题多等情况,导致企业3G客户发展和TD终端销量受到限制。因此,为了解决实际问题,有效促进企业3G客户发展,拉动肇庆移动的TD终端销量,本文研究肇庆移动定制终端的具体营销策略,通过对国内外定制终端营销策略的研究、对肇庆移动定制终端销售市场的SWOT分析和具体营销现状的剖析,结合相关理论知识和管理实践来探讨具体策略,重点从国内运营商定制终端营销策略分析、国外运营商定制终端营销案例分析、肇庆移动定制终端市场营销现状分析和肇庆移动定制终端营销策略制定四个方面进行具体论述。
In recent years, with the development of 3G business among the largest three communications operators which include China Mobile,China Telecom and China Unicom,the Chinese telecommunications industry is focusing on the operators facing new competition and shuffle. Zhaoqing Mobile,as a typical small and medium-sized city branch in Pan-Pearl River Delta,occupies 80% of the local market. However,while promoting 3G users,the company is seriously constrained for the out of dated devices. The formulation of an effective customized terminal marketing strategy,the promotion of customized terminal sales and the perfection of terminal industry chain is the priority task for Zhaoqing Mobile.
The sales and marketing of custom TD Terminal has disadvantages of less product range,higher product prices and instability of product quality,which due to the continuous presence and sourcing supply,affecting the development and promotion of 3G business. In order to solve the severe problems,this paper studies the mobile strategy domestic and abroad,illustrates the specific customized marketing strategy of Zhaoqing Mobile,and analyzes the terminal sales and specific marketing using SWOT analysis method. Combining with the theoretical knowledge and management practices related to the specific strategy as well as the case studies,the paper offers the suggestions of strategy making for Zhaoqing Mobile.
肇庆移动TD定制终端的销售与推广方面存在着产品种类少、产品价格高、产品质量不稳定、促销政策单一、套机情况不断出现、货源供给不稳定、销售渠道单一、售后问题多等情况,导致企业3G客户发展和TD终端销量受到限制。因此,为了解决实际问题,有效促进企业3G客户发展,拉动肇庆移动的TD终端销量,本文研究肇庆移动定制终端的具体营销策略,通过对国内外定制终端营销策略的研究、对肇庆移动定制终端销售市场的SWOT分析和具体营销现状的剖析,结合相关理论知识和管理实践来探讨具体策略,重点从国内运营商定制终端营销策略分析、国外运营商定制终端营销案例分析、肇庆移动定制终端市场营销现状分析和肇庆移动定制终端营销策略制定四个方面进行具体论述。
In recent years, with the development of 3G business among the largest three communications operators which include China Mobile,China Telecom and China Unicom,the Chinese telecommunications industry is focusing on the operators facing new competition and shuffle. Zhaoqing Mobile,as a typical small and medium-sized city branch in Pan-Pearl River Delta,occupies 80% of the local market. However,while promoting 3G users,the company is seriously constrained for the out of dated devices. The formulation of an effective customized terminal marketing strategy,the promotion of customized terminal sales and the perfection of terminal industry chain is the priority task for Zhaoqing Mobile.
The sales and marketing of custom TD Terminal has disadvantages of less product range,higher product prices and instability of product quality,which due to the continuous presence and sourcing supply,affecting the development and promotion of 3G business. In order to solve the severe problems,this paper studies the mobile strategy domestic and abroad,illustrates the specific customized marketing strategy of Zhaoqing Mobile,and analyzes the terminal sales and specific marketing using SWOT analysis method. Combining with the theoretical knowledge and management practices related to the specific strategy as well as the case studies,the paper offers the suggestions of strategy making for Zhaoqing Mobile.
引文
[1]贾进波,史萌. 3G渠道畅想.通信世界, 2005(14): 23-24
[2]殷庆林.实践视角的市场营销定义.江苏商论, 2008(3): 85-86
[3]袁茂峰.手机渠道急需价值重塑.消费电子, 2008(17): 61-61
[4]雷祺,刘晓梅.浅谈AMA关于市场营销定义的演变.市场营销导刊, 2009(2): 43-46
[5]许丽萍.手机渠道驻足农村消费市场.互联网天地, 2009(4): 88-89
[6]陆刃波.手机渠道变革,进入阵痛时代.销售与管理, 2009(10): 18-19
[7]谭华,陈宇华,黄粤,陈立辉.企业融合定制终端的应用分析.电信科学, 2009(10): 26-29
[8]徐亮.山寨手机的未来发展前景简析.移动通信, 2009(19): 21-23
[9]柏景娇.渠道权力对角线转移理论的一个实证研究——以手机渠道为例.中国市场营销, 2010(1): 33-35
[10]段昌志.移动通信定制终端锁机锁卡方案综述.科技与生活, 2010(1): 22-23
[11]黄元超,薛骄龙,贺莉.中国电信天翼3G营销策略分析.致富时代(下半月), 2010(2): 80-80
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[13]周建强. 3G时代定制终端营销策略的导入与思考.信息安全与技术, 2010(8): 29-31
[14]李莹.全球3G现状及西藏联通的3G营销策略.科学时代, 2010(12): 33-35
[15]伍朝明,沈超红.中国移动3G时代的渠道发展探讨.当代经济, 2010(18): 4-5
[16]杨波.老龄化市场的移动通信营销探索.中国市场, 2010(26): 41-41
[17]张继发.中国电信3G营销分析.现代商业, 2010(26): 60-61
[18]周小星.中国移动3G业务营销策略研究.商情, 2010(36): 126-127
[19]彭旭知. 3G营销大未来.企业研究, 2011(2): 20-23
[20]马洪亮.浅谈中国移动3G业务发展战略及其未来趋势.信息通信, 2011(3): 113-114
[21]王红锋.通信市场的3G营销策略——体验式营销.现代营销, 2011(4): 38-38
[22]管红霞.中国联通3G发展现状及趋势研究.经济技术协作信息, 2011(4): 23-23
[23]王姝.浅探中国联通3G-WCDMA业务营销策略.现代营销, 2011(7): 81-81
[24]赵勇.中国电信3G网络典型数据业务优化.移动通信, 2011(11): 33-37
[25]杨盛凯,孙镜.中国电信3G用户市场份额影响因素和现状的实证分析.现代企业文化, 2011(14): 26-27
[26]曹洋.浅谈中国移动3G业务市场营销策略.科技致富向导, 2011(18): 58-58
[27]林新波,范新河.过渡营销渠道模式探析——一种可能更适合中国国情的营销渠道模式.经济研究导刊, 2011(20): 180-181
[28]刘江虹.试论企业营销渠道及模式.经济技术协作信息, 201(21): 115-115
[29] Peter Curwen. Telecommunications Policy in the European Union: Developing the Information Superhighway. Journal of Common Market Studies, 1995(9): 331-360
[30] Lloyd C. Harris and Emmanuel Ogbonna. Developing a Market Oriented Culture: A Critical Evaluation. Journal of Management Studies, 1999(3): 177-196
[31] Kristof De Wulf, Gaby Odekerken-Schr?der. A Critical Review of Theories Underlying Relationship Marketing in the Context of Explaining Consumer Relationships. Journal for the Theory of Social Behaviour, 2001(3): 73-101
[32] Syed Tariq Anwar. NTT DoCoMo and m-commerce: A case study in market expansion and global strategy. Thunderbird International Business Review, 2002(1/2): 139-164
[33] Lloyd C. Harris and Emmanuel Ogbonna. The Organization of Marketing: A Study of Decentralized Devolved and Dispersed Marketing Activity. Journal of Management Studies, 2003(3): 483-512
[34] Tilman B?rgers and Christian Dustmann. Awarding telecom licences: the recent European experience. Economic Policy, 2003(4): 215-268
[35] Margherita Pagani. Determinants of adoption of third generation mobile multimedia services. Journal of Interactive Marketing, 2004(Summer): 46-59
[36] Jamie Anderson and Bryn Williams. Unbundling the Mobile Value Chain. Business Strategy Review, 2004(9): 51-57
[37] Dawn Burton. Marketing Theory Matters. British Journal of Management, 2005(3): 5-18
[38] Carlo Maria Rossotto, Khalid Sekkat and Aristomene Varoudakis. Opening up telecommunications to competition and MENA integration in the world economy. Journal of International Development, 2005(10): 931-955
[39] Mitsuru Kodama. New knowledge creation through leadership-based strategic communities: case studies in Japan. Systems Research and Behavioral Science, 2006(1/2): 21-38
[40] Minna Pihlstr?m and Gregory J. Brush. Comparing the perceived value of information and entertainment mobile services. Psychology and Marketing, 2008(8): 732-755
[41] Shintaro Okazaki. Determinant factors of mobile-based word-of-mouth campaign referral among Japanese adolescents. Psychology and Marketing, 2008(8): 714-731
[42] Chun-Hsiung Liao and Diana B. González. Comparing Operational Efficiency of Mobile Operators in Brazil, Russia, India and China. China & World Economy, 2009(9-10): 104-120
[43] Jiayin Qi, Ling Li, Yuanquan Li and Huaying Shu. An extension of technology acceptance model: Analysis of the adoption of mobile data services in China. Systems Research and Behavioral Science, 2009(5/6): 391-407
[2]殷庆林.实践视角的市场营销定义.江苏商论, 2008(3): 85-86
[3]袁茂峰.手机渠道急需价值重塑.消费电子, 2008(17): 61-61
[4]雷祺,刘晓梅.浅谈AMA关于市场营销定义的演变.市场营销导刊, 2009(2): 43-46
[5]许丽萍.手机渠道驻足农村消费市场.互联网天地, 2009(4): 88-89
[6]陆刃波.手机渠道变革,进入阵痛时代.销售与管理, 2009(10): 18-19
[7]谭华,陈宇华,黄粤,陈立辉.企业融合定制终端的应用分析.电信科学, 2009(10): 26-29
[8]徐亮.山寨手机的未来发展前景简析.移动通信, 2009(19): 21-23
[9]柏景娇.渠道权力对角线转移理论的一个实证研究——以手机渠道为例.中国市场营销, 2010(1): 33-35
[10]段昌志.移动通信定制终端锁机锁卡方案综述.科技与生活, 2010(1): 22-23
[11]黄元超,薛骄龙,贺莉.中国电信天翼3G营销策略分析.致富时代(下半月), 2010(2): 80-80
[12]张文阁,赵闯,陈友业.从“定制终端”到“定制体验”3G引发运营商终端策略转变.世界电信, 2010(4): 74-78
[13]周建强. 3G时代定制终端营销策略的导入与思考.信息安全与技术, 2010(8): 29-31
[14]李莹.全球3G现状及西藏联通的3G营销策略.科学时代, 2010(12): 33-35
[15]伍朝明,沈超红.中国移动3G时代的渠道发展探讨.当代经济, 2010(18): 4-5
[16]杨波.老龄化市场的移动通信营销探索.中国市场, 2010(26): 41-41
[17]张继发.中国电信3G营销分析.现代商业, 2010(26): 60-61
[18]周小星.中国移动3G业务营销策略研究.商情, 2010(36): 126-127
[19]彭旭知. 3G营销大未来.企业研究, 2011(2): 20-23
[20]马洪亮.浅谈中国移动3G业务发展战略及其未来趋势.信息通信, 2011(3): 113-114
[21]王红锋.通信市场的3G营销策略——体验式营销.现代营销, 2011(4): 38-38
[22]管红霞.中国联通3G发展现状及趋势研究.经济技术协作信息, 2011(4): 23-23
[23]王姝.浅探中国联通3G-WCDMA业务营销策略.现代营销, 2011(7): 81-81
[24]赵勇.中国电信3G网络典型数据业务优化.移动通信, 2011(11): 33-37
[25]杨盛凯,孙镜.中国电信3G用户市场份额影响因素和现状的实证分析.现代企业文化, 2011(14): 26-27
[26]曹洋.浅谈中国移动3G业务市场营销策略.科技致富向导, 2011(18): 58-58
[27]林新波,范新河.过渡营销渠道模式探析——一种可能更适合中国国情的营销渠道模式.经济研究导刊, 2011(20): 180-181
[28]刘江虹.试论企业营销渠道及模式.经济技术协作信息, 201(21): 115-115
[29] Peter Curwen. Telecommunications Policy in the European Union: Developing the Information Superhighway. Journal of Common Market Studies, 1995(9): 331-360
[30] Lloyd C. Harris and Emmanuel Ogbonna. Developing a Market Oriented Culture: A Critical Evaluation. Journal of Management Studies, 1999(3): 177-196
[31] Kristof De Wulf, Gaby Odekerken-Schr?der. A Critical Review of Theories Underlying Relationship Marketing in the Context of Explaining Consumer Relationships. Journal for the Theory of Social Behaviour, 2001(3): 73-101
[32] Syed Tariq Anwar. NTT DoCoMo and m-commerce: A case study in market expansion and global strategy. Thunderbird International Business Review, 2002(1/2): 139-164
[33] Lloyd C. Harris and Emmanuel Ogbonna. The Organization of Marketing: A Study of Decentralized Devolved and Dispersed Marketing Activity. Journal of Management Studies, 2003(3): 483-512
[34] Tilman B?rgers and Christian Dustmann. Awarding telecom licences: the recent European experience. Economic Policy, 2003(4): 215-268
[35] Margherita Pagani. Determinants of adoption of third generation mobile multimedia services. Journal of Interactive Marketing, 2004(Summer): 46-59
[36] Jamie Anderson and Bryn Williams. Unbundling the Mobile Value Chain. Business Strategy Review, 2004(9): 51-57
[37] Dawn Burton. Marketing Theory Matters. British Journal of Management, 2005(3): 5-18
[38] Carlo Maria Rossotto, Khalid Sekkat and Aristomene Varoudakis. Opening up telecommunications to competition and MENA integration in the world economy. Journal of International Development, 2005(10): 931-955
[39] Mitsuru Kodama. New knowledge creation through leadership-based strategic communities: case studies in Japan. Systems Research and Behavioral Science, 2006(1/2): 21-38
[40] Minna Pihlstr?m and Gregory J. Brush. Comparing the perceived value of information and entertainment mobile services. Psychology and Marketing, 2008(8): 732-755
[41] Shintaro Okazaki. Determinant factors of mobile-based word-of-mouth campaign referral among Japanese adolescents. Psychology and Marketing, 2008(8): 714-731
[42] Chun-Hsiung Liao and Diana B. González. Comparing Operational Efficiency of Mobile Operators in Brazil, Russia, India and China. China & World Economy, 2009(9-10): 104-120
[43] Jiayin Qi, Ling Li, Yuanquan Li and Huaying Shu. An extension of technology acceptance model: Analysis of the adoption of mobile data services in China. Systems Research and Behavioral Science, 2009(5/6): 391-407