长沙联通校园市场营销策略研究

湖南大学硕士学位论文长沙联通校园市场营销策略研究姓名：杨霞晖申请学位级别：硕士专业：工商管理指导教师：曾德明20070522IIIIIAbstractWiththecompetitionaggravating,thelocalareaofourcountry'smobilecommunicationmarkethasalreadyenteredintothematureperiod,atthesametime,thecompetitionpatternofeverydirectionhasalreadybeenbasicallyformed.Howfurtherdevelopsthemarketinthestablemarketisoneofmainquestionswhicheachmobilecommunicationoperationbusinessfacesatpresent.Becausetheareaofourcountry'smobilecommunicationstillbelongedtotheoligopolyprofessionforthetimebeing,andthecompetitionformarketshareinthisareaissuretobreaktheoriginalbalance,It’sveryessentialtowinovermoreadditionaluserinordertoenhancethemarketshare.TaketheareaofChangshaforexamplewheretheauthorlivesatthepresent,mobilecommunicationadditionalusersmainlycomefromtransientpopulationandthenewstudentofuniversity.Especially,thenewbornoftheuniversitywhohascharacteristicssuchasconcentricity,paroxysmandsooninthemobilecommunicationexpensearepaidmuchmoreattentiontobyeachbigcorrespondenceoperationbusiness.Therefore,thisarticletookChangshaBranchofChinaUnicomastheobjectofstudy,conductedtheresearchtoitsuniversitymarketingstrategyinrecentyears,soastoanalyzethecharacteristicoftheuniversitymobilecommunicationmarketandthecorrespondingmarketingstrategy.Atfirst,basedonproposingsignificanceandgoalofthisresearch,thisarticlehadcarriedontheelaborationandtheanalysistothedomesticandforeignmarketingtheorydevelopmentaswellasrelatedliteraturewhichthemarketingtheoryapplyinthecorrespondencemarket,thenputforwardstoresearchmentalityofthisarticle.ItmadeanalysistothepresentmarketcompetitionsituationofChangshaBranchofChinaUnicominthefoundationtocarriedontheanalysistointernalandexternalenvironmentaroundit.Afterthat,unifyingwiththesalecharacteristicofmobilecommunicationaswellastheactualsituationincampusmarketinChangshaBranchofChinaUnicom,theauthorcarriedonthelocalizationtothegoalmarketofit.Finally,Itmadeoutproducestrategy,thepricestrategy,thechannelstrategyandthepromotionstrategyofChangshaBranchofChinaUnicomincampusmarketbygoingonthequantitativeanalysistothemarketIntheend,thisarticlemadeanalysisandtheappraisaltothevalidityandtheperformabilityofthecampusmarketingstrategyinChangshaBranchofChinaIVUnicom.Asaresult,theauthorproposeddirectionoftheresearchinthenextstep.Keywords:ChangshaBranchofChinaUnicom;Campusmarket;MarketingstrategyVIII3.1...................................................................234.1...............................................................274.2...................................................................274.3...................................................324.4...............................................................345.12005312.....................................435.220053.......................................445.3200512.....................................44IX3.1...................................................214.1.......................................................264.2.......................................................294.3................................294.4“500”................................................344.5...................................................................374.6..............................................................................40I1______2XSWOT-1-11.11.1.11987()GSMGSM(135,136,137,138,139)GSM(130131,132)CDMA(133)1987700101000100014500200181.220021122003102.5619871993200%199419GSMCDMA46%20052.62.91/420006.7%21%20066301.3508729GSM548CDMA18120066246467.7()20058.2%447.420056.9%GSM293.6CDMA137.416.4640.7GSM37.5CDMA2.91.428-2-200520.2%0.223[1]1.1.21.21.2.11.2.1.11823A.C.C.E.20506019604PS-3-80CustomerSatisfaction++++++80BrandEquityAAker5DonSchultZIntegratedMarketingRelationshipMarketing21204PS(1)(2)(3)1.2.1.2708020-4-211.2.21.2.2.1GDP3G1-5-[2]81220002NTTDoCoMoI-modeDoCoMoI-mode39DoCoMoPCSIMUIMDoCoMo31997-6-DoCoMoDoCoMoSK4ISPICPASPNTTDoCoMoJ-PhoneSKVodafoneNTTDoCoMoi-modeSKNATEi-modeNTTDoCoMoIP19992NTTDoCoMo200110SK2000NATESK19SK1999AT&T1741001.2.2.21-7-[3]20053[4][5]2[6][7][8][9],3-8-[10][11]123[12]4[13]123[14][15][16]CDMACDMACDMA[17]1.31.3.1-9-1.3.2SWOT-10-2[18]50%90%2.1[19]2.1.12.1.1.12005620.921.054:11.168:1[20]53%208.64200586%179.432.1.1.2[21]80-11-2003GDP1000100085%20061212434/91.734166.23/200542.6%30%~40%1000364.32.1.1.3200620061532125.6%14592.126.1%20064.618.5%[22]1-12-(204)200471204234-13-()2.1.23:1:1GMSCDMA&GSM1+123G20032.1.2.119680-14-702005376%82%13%5%2.1.2.2199972002302003382004402004()2061/5[23]2000GSM2.22.2.120001228-15-GSMGSMCDMAIP2002102002112002200320042004320042085312A20056-16-2.2.28971420052000200691482.2.3[24]-17-2.2.432%2.2.4.1200020052.2.4.2VI2.2.4.32.3SWOTSWOT-18-[25]SWOT[26]2.3.1(1)(2)CDMA&GSM(3)2.3.2(1)VI(2)82%(3)2.3.3(1)CDMA1X153KBP/S3-5(2)(3)4-19-10/(4)(5)2.3.4(1)(2)(3)-20-33.13.1.13.1.23.1.33.1.4[27]3.2-21-[28]3.2.180(1)(3---1)33.13.13.2.2-22-200020053.2.3101071015789ARPU3.33.1-23-3.13.4[29][30]CDMA1X-24-44.10ARPUMOU4.1.1ARPUVerizonWireless125020-25-[31]4.1.2GMSCMDACDMADIY-26-4.1.34.1.3.1---4.14.120/15/1019.9/14.9/9.90.2/0.2/0.32/5/0.36/5/CDMA1