获得3G牌照后河南网通的移动业务营销策略
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摘要
本文试图运用管理学知识,从以下几个方面论述3G牌照发放后河南网通的营销策略。通过利用波士顿矩阵分析,确定了河南网通获得3G牌照后的3-5年内产品发展战略;确定对语音业务需求强进的大众用户、对移动数据业务需求有强烈冲动的时尚青年、对移动数据业务有较高需求的商务人士、公务人员为河南网通的3G目标客户;通过SWOT分析,找出运营时与竞争对手移动、联通相比的优劣势、机遇和挑战;3G的品牌策略:围绕三类不同的目标客户,打造“亲情通”、“快乐天使”、“时代精英”三个品牌;渠道策略:以自有渠道为主、社会渠道为辅;价格策略:采取“大竞争”、“大成本”和折扣策略;促销策略:主要介绍人员推销和销售促进;围绕目标制定了执行和控制措施,制定绩效考核办法时,引入了平衡记分卡理念。
With the perspective of management science this article analyses Henan Netcom's marketing strategies after getting the 3G licenses. We decide the developing plan in the next 3-5 year's after the permission by using the BCG matrix; We regard those clients as our target: the common users who have strong demands on voice services; the fashionable youngsters who want mobile data services eagerly; the businessmen and officials who need better quality on mobile data services; We find out our strengths, weaknesses, opportunities as well as threats comparing with China Mobile and China Unicom. Then we plan three 3G brands including "love tone" "angels" and "elites" as our strategies. In the channel field, we exploit our own channels together with society channels as supplement. As for the price, we input more capita to make our products more competitive, and use discount tactics. Finally in the promotion field, we both have custom personnel and sale promotion. We establish the system of execution and control measurements, such as the evaluation system for the results and balanced scorecard concepts.
With the perspective of management science this article analyses Henan Netcom's marketing strategies after getting the 3G licenses. We decide the developing plan in the next 3-5 year's after the permission by using the BCG matrix; We regard those clients as our target: the common users who have strong demands on voice services; the fashionable youngsters who want mobile data services eagerly; the businessmen and officials who need better quality on mobile data services; We find out our strengths, weaknesses, opportunities as well as threats comparing with China Mobile and China Unicom. Then we plan three 3G brands including "love tone" "angels" and "elites" as our strategies. In the channel field, we exploit our own channels together with society channels as supplement. As for the price, we input more capita to make our products more competitive, and use discount tactics. Finally in the promotion field, we both have custom personnel and sale promotion. We establish the system of execution and control measurements, such as the evaluation system for the results and balanced scorecard concepts.
引文
[1]、中国网通(集团)有限公司河南省分公司:河南网通统计年鉴 2005内部印制 第1-4页
[2]、张镜天:酒类经销商如何玩转手中王牌--波士顿矩阵在酒类营销中的运用,《中国酒业》 2006年第一期
[3]、河南省网通分公司 2006年月度统计分析资料 内部印制
[4]、 诺盛:品牌营销对于运营商3G策略意义非凡,新浪网2006-7-19
[5]、贾进波 史萌:3G渠道畅想,《通信世界A》 2005年第14期2005-4-18
[6]、李晓宁 李一明 夏新方:国外运营商3G价格策略经验借鉴,《通信世界A》 2006年第45期
[7]、金朝:四大运营商集体布局定制手机 终端决定3G成败,新浪网 2007-7-2
[2]、张镜天:酒类经销商如何玩转手中王牌--波士顿矩阵在酒类营销中的运用,《中国酒业》 2006年第一期
[3]、河南省网通分公司 2006年月度统计分析资料 内部印制
[4]、 诺盛:品牌营销对于运营商3G策略意义非凡,新浪网2006-7-19
[5]、贾进波 史萌:3G渠道畅想,《通信世界A》 2005年第14期2005-4-18
[6]、李晓宁 李一明 夏新方:国外运营商3G价格策略经验借鉴,《通信世界A》 2006年第45期
[7]、金朝:四大运营商集体布局定制手机 终端决定3G成败,新浪网 2007-7-2