中国联通奥运营销分析
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摘要
北京2008年奥运会是提升中国经济的一个良好契机,同时也为本土企业面向中国和世界推广自身品牌理念提供了一个绝好的机会。如何利用奥运会带来的巨大商机,将奥运精神与企业品牌理念相结合,成为每个企业进行奥运营销时所面临的重要课题。另一方面,北京奥运会第一次将移动与固定通信行业品类分离寻找合作伙伴。可以说,对移动通讯服务的要求已经从支持的角色跃升为奥运运营的关键环节之一,移动通信领域也成为尝试新技术、新业务的最佳试验田。从这个角度说,北京奥运会对于正处于转型期的国内电信运营商来说无疑是一个重大的发展契机。本文以中国联通集团的奥运相关业务为研究对象,全面详细分析了项目的各方面情况:结合战略管理理论,研究了项目的经营环境,在对国际相关业务的发展趋势和特点研究的基础上,结合国内电信市场环境,分析了奥运营销对中国联通品牌塑造的重要意义。本文还结合行业竞争模式理论和市场营销理论,分析了竞争对手的态势,提出了奥运相关业务发展的产品策略、价格策略、品牌传播策略、推广策略以及渠道策略,为中国联通集团公司奥运相关业务的运作提供了决策依据。
The Beijing 2008 Olympic Games is a good opportunity for improving China's economy, and provides a superb opportunity for local enterprises to popularize their brand concepts both at home and abroad. Thus, how to make use of the great business opportunities brought by the Olympic Games to integrate the Olympic spirit with brand concepts of enterprises has become an important topic confronting each enterprise with when it is involved in Olympic marketing. On the other hand, for the first time, the Beijing Olympic Games separates the business varieties of the mobile industry from those of the fixed communications industry in search of partners. It can be said that mobile communications services have been required to rise from a supporter to one of the key links of Olympic operation, and the area of mobile communications has also become the best experimental plot for new technologies and businesses. This thesis takes the relevant Olympic businesses of China Unicom as the object of study, and comprehensively analyzes all aspects of the project: studies the operational environment of the project in accordance with the theory of strategic management, and analyzes the great significance of Olympic marketing to the shaping of the brand of China Unicom on the basis of studying the development trends and features of relevant international businesses and in light of the facts of the telecommunications market at home. Also, it analyzes the situation of the competitors in accordance with the theories of industry competition modes and marketing, works out the strategies of products, prices, brand promotion, popularization and channeling related to the development of relevant Olympic businesses, so as to provide a decision-making basis for the operation of the relevant Olympic businesses of China Unicom.
The Beijing 2008 Olympic Games is a good opportunity for improving China's economy, and provides a superb opportunity for local enterprises to popularize their brand concepts both at home and abroad. Thus, how to make use of the great business opportunities brought by the Olympic Games to integrate the Olympic spirit with brand concepts of enterprises has become an important topic confronting each enterprise with when it is involved in Olympic marketing. On the other hand, for the first time, the Beijing Olympic Games separates the business varieties of the mobile industry from those of the fixed communications industry in search of partners. It can be said that mobile communications services have been required to rise from a supporter to one of the key links of Olympic operation, and the area of mobile communications has also become the best experimental plot for new technologies and businesses. This thesis takes the relevant Olympic businesses of China Unicom as the object of study, and comprehensively analyzes all aspects of the project: studies the operational environment of the project in accordance with the theory of strategic management, and analyzes the great significance of Olympic marketing to the shaping of the brand of China Unicom on the basis of studying the development trends and features of relevant international businesses and in light of the facts of the telecommunications market at home. Also, it analyzes the situation of the competitors in accordance with the theories of industry competition modes and marketing, works out the strategies of products, prices, brand promotion, popularization and channeling related to the development of relevant Olympic businesses, so as to provide a decision-making basis for the operation of the relevant Olympic businesses of China Unicom.
引文
[1]中国联通奥运主推业务组织实施方案,2007
[2]中国联通2008奥运办工作实施方案,2007
[3]突破误区:3问奥运营销.通信产业报.2008.1
[4]未来移动通信服务的用户体验提升策略分析.2007.9.百纳电信咨询
[5](美)迈克尔.R.钦科陶、(美)玛萨基.科塔布著.营销管理(英文版.原书第2版).北京:机械工业出版社.2002.1
[6]Karen G Strouse著.Marketing telecommunications service:New approaches for a changing enviroment.Artech House,1999
[7]Maureen Rhemann.Strategic Marketing in telecommunications.Aegis Publishing Group,Ltd,2000
[8]Philip Kotler等.营销管理(亚洲版.第3版)梅清豪译.北京:中国人民大学出版社,2005.5
[9](美)约翰.A.昆奇.市场营销管理:教程与案例子.吕一林,等.译.北京:北京大学出版社,2000.1
[10]张春鹏 廖向东.创新电子营销渠道,助力新业务深度运营.中研博峰.2006.8
[11]梁燕.合理的资费标准才是未来3G的发展关键.通信世界.2006.8
[12]姜旭平.网络整合营销传播(第2版).北京:清华大学出版社,2007.9
[13]刘鸿.飞信业务:发展中面临的挑战与对策.百纳电信咨询.2007.4
[14]许政.3G到来后的移动通信渠道策略思考.百纳电信咨询.2007.11
[15]姚作为.透视服务营销的分析框架[J].南方经济,2005,(03)
[16]肖明超 刘佳.100天:消费与奥运营销解读.成功营销.2008.5
[2]中国联通2008奥运办工作实施方案,2007
[3]突破误区:3问奥运营销.通信产业报.2008.1
[4]未来移动通信服务的用户体验提升策略分析.2007.9.百纳电信咨询
[5](美)迈克尔.R.钦科陶、(美)玛萨基.科塔布著.营销管理(英文版.原书第2版).北京:机械工业出版社.2002.1
[6]Karen G Strouse著.Marketing telecommunications service:New approaches for a changing enviroment.Artech House,1999
[7]Maureen Rhemann.Strategic Marketing in telecommunications.Aegis Publishing Group,Ltd,2000
[8]Philip Kotler等.营销管理(亚洲版.第3版)梅清豪译.北京:中国人民大学出版社,2005.5
[9](美)约翰.A.昆奇.市场营销管理:教程与案例子.吕一林,等.译.北京:北京大学出版社,2000.1
[10]张春鹏 廖向东.创新电子营销渠道,助力新业务深度运营.中研博峰.2006.8
[11]梁燕.合理的资费标准才是未来3G的发展关键.通信世界.2006.8
[12]姜旭平.网络整合营销传播(第2版).北京:清华大学出版社,2007.9
[13]刘鸿.飞信业务:发展中面临的挑战与对策.百纳电信咨询.2007.4
[14]许政.3G到来后的移动通信渠道策略思考.百纳电信咨询.2007.11
[15]姚作为.透视服务营销的分析框架[J].南方经济,2005,(03)
[16]肖明超 刘佳.100天:消费与奥运营销解读.成功营销.2008.5