湖南电信公用电话业务市场营销策略研究

湖南大学硕士学位论文湖南电信公用电话业务市场营销策略研究姓名：唐敏申请学位级别：硕士专业：工商管理指导教师：周晖20051018-I-6SWOT-II-AbstractWiththeadvancementofTelecomorganizationsystemreform,themarketofthebasictelecomarea,whichisconstructedbysixbusinessoperators,ChinaTelecom,ChinaNetcom,ChinaMobile,ChinaUnicom,ChinaandChinaSatcomandChinaRailcom,becomescompetitiveandfierce.Asamainbusinessofphonevoice,publictelephoneisabasicbusinessoperatedbytwolargefixed-linebusinessoperators,ChinaTelecomandChinaNetcom.Meanwhile,withtheadjustmentofpolicy,otheroperatorshavealsobeguntoparticipateinthisbusinessandcapturethishugemarkettogether.ThisessaydemonstratesthedevelopmenthistoryofpublictelephonebusinessofHunanTelecomCompany.AdoptingtheenvironmentanalysisandPorter’sFiveForcesModel,itanalyzesthemacroenvironmentandcompetitivestatusofpublictelephonebusiness,soastopointoutitscurrentsituationandfuturetrends.TheessaymakesanalysisonthecompetitiveadvantageofpublictelephonebusinessofHunanTelecomCompanywiththemethodofSWOTanalysis.WiththefullcombinationofactualsituationofpublictelephonemarketandresourcestatusofHunanTelecomCompany,thisessayconstitutesasetofmarketingstrategytothepublictelephonebusinessofHunanTelecom,whichincludesproductstrategy,pricestrategy,distributionstrategy,promotionstrategyandservicestrategy.ItalsoanalyzesthecurrentproblemsofmarketinginthepublictelephoneofHunanTelecom,andprovidestherelatedimprovementmeasures.Withalotofmarketresearchandreferencesofsuccessfulmarketingcases,theessayhascloselycombinedwiththespecialcharacteristicsofpublictelephoneandthespecificsituationofHunanTelecomCompany,andprovidesaseriesofmarketingstrategytothepublictelephonebusinessofHunanTelecom.Keywords:HunanTelecomCompanyPublicTelephoneMarketingStrategy-III-1.142.1GDP72.292.3102.4132.5142.62005152.72005162.8263.1283.2293.3384.1435.1505.2605.364-IV-2.12004182.2SWOT213.1343.2363.3374.1425.1615.2625.3625.4635.56812-1-11.11.1.16[1]IC10-16%20[2]1.1.21.1.2.1-2-IDSNPBI1.1.2.21.1.2.315001.21912marketing[3]192919311937AmericanMarketingAssociationAMA2050-3-205012“”“”60“4Ps”“ProductPricePlacePromotion”[4]19864P2PPoliticalPowerPublicRelations4PProbingPartitioningPrioritizingPositioning11PPeople9019904CConsumerCostConvenienceCommunication4RRelevantreactionrelationreturn4V4P4C4R4VIntegratedMarketingCommunicationIMC[5]90-4-[6]1.1needwantdemandsproductvaluecostsatisfactionexchangetransactionrelationshipnetworksmarketmarketersprospectAMA198520048AMA20AMA[7]1.1[8][9]1.1-5-1.3SWOT-6-22.1[10]2.1.12.1.1.1WTOWTO4950[11]2.1.1.25020-7-5GDP990GDP,19981.520042.778.7GDP2199368.8%200412.6%2.1ARPUARPU71.6/75/10%[12]2.1GDP2.1.1.3199912.62101020304050607080199019911992199319941995199619971998199920002001200220032004GDP(%)(%)2.1GDP-8-1000198230002002150020101.62.1.1.4IC-9-[13]2.1.22.1.2.12.22.2[14]849146417962886407054947031873510880145121803921441263303124405000100001500020000250003000035000()199119921993199419951996199719981999200020012002200320042.2-10-ICIC2.1.2.2ARPU[15]02004006008001000120014001600()19981999200020012002200320042.3-11-20013002.3200“”GDP20032.1.2.3ICICCTI-12-ICIPIPIPIPIP-13-[16]2.22.2.1[17]3.52.5-14-12345[18]2.2.1.1IP67.0539.667.4819.91249595.773.695.77%3.1%0.64%0.49%2.5-15-2.2.1.2200310“”“”809090“”“”2005680772384.436316.82568.233743.81487.67975.057.9%200420.9%23.6%3.720052005281230.66%0.11%0.02%44.53%6.82%17.85%2.62005-16-44.5%2.615.7%2.724.9%2.320041.410.961.790.7615.2%IP45.4%IP27.4%[19]2.2.1.32002150020101.66.1%5.4%24.9%15.7%-44.1%-52.9%-60-50-40-30-20-1001020302.72005-17-2.2.1.42.2.1.5IPIP2.2.220049224.837.4%5187.612.6%2136.53.6%3470.420044969.631244.32793.06522.16487.133482.42.1-18-2.2.2.119992000420518400031IPIP2004219998720027403000142.12004200320032003192421.3%42018.1%2.0421.3%1.8616%422064.8%16126.4%280101.9%13849.14%793.317.3%43.94%1.1226%803815.5%l507103%649.28.4%92.48200311162295.8%-19-100700IPGPRSe2.2.2.2199471930300200062122GSMGSMCDMAIP1.2GSMCDMA193165IPGSMCDMA2.2.2.3,2008,200251610-20-600200325002004412.2.2.420001226200412031321717702004106.9119198“”3130015101800303600315.23432821800CRNETIPMPLSVPN300ATM2.5Gbit/s622M/155M1383002.3SWOT-21-[20]SWOTSWOTSWOT3.3SWOT2.3.1[21]2.1SWOTSuperiorityWeakenOpportunityThreaten-22-2.3.1.12002516158090199819982000517200252.3.1.216571810001030IP102.5G1000100[22]PSTNDDNADSLLANWLANIDC2.3.1.3IC-23-672.3.1.467.0539.667.4819.91249595.77[23]2.3.2[24]2.3.2.164001800030003518003000280[25]2.3.2.21998200120031048.38%-24-GDP19981.520022.69GDP3.27.8[26]20046167200312720046153220031389200341.2%44.9%2.3.3[27]2.3.3.1,“”2.3.3.2IP“IP”“IP”-25-“”2.3.42.3.4.12002“IP”“IP”“”2.3.4.22003102.8-26-2002200320043.012.131.5825IP200250%2004613.42.3.5SWOT12305000100001500020000250003000035000()19981999200020012002200320042.8-27-34PProductPricePlacePromotion4P[28]3.14P-28-[29]3.1.13.14.1()10001030IP102.5GPSTNDDNADSLLANWLAN3.1.2[30]32%7%8%5%48%3.1-29-[31]20027030IC200IC17908IP17909IPIPICIP3.1.3“”“”3.2“”3.2-30-“”“”“”“”“”3.2-31-[32]3.2.1“”“”1-32-234563.2.21234-33-3.3[33]3.3.13.3.21——2————-34-3————IP“IP”4——————4.13.3.32080100003.1(1)(2)(3)(4)-35-10000[34]3.4[35]3.4.13.2-36-3.4.2[36][37]3.33.2-37-3