广州移动越秀分公司营销战略研究

华中科技大学硕士学位论文广州移动越秀分公司营销战略研究姓名：裘鸿飞申请学位级别：硕士专业：工商管理指导教师：常亚平20080428I3GPEST·SWOT3GIIAbstractWiththecomingof3Gera,Chinesecommunicationindustryisfacedofreformwhichleadstotheremarkablechangesoftechnicalenvironmentandmarketstructureforeverymobilenetworkoperator.Asoneofdominantanticipantsinthemarket,ChinaMobileCommunicationGrouphastomakeproperadjustmenttoitscompanystrategyandmarketingplanningforbetterfitnessforthechangingenvironment.ThisthesistakesChinaMobileCommunicationGroupYuexiuBranchasanobjectofdeepresearchintothemarketingstrategyinthereformingeraofChinesecommunicationindustry.Firstly,thispaperpresentsthecompany’sstatusinquoandthehistoricaldevelopment,usesPESTtheorytopointoutthecompany’sexternalenvironment,suchaspolitical,economic,socialandtechnologicalenvironment,andthenutilizethePorter’sfiveforcemodeltoanalysistheindustryenvironmentwhichcompanyengagedin.Then,itindicatescarefullycompany’sinternalenvironmentfrommarketing,humanresources,organizationalstructure,productivityandsoon.Secondly,itinducesthecompany’sextantstrengths,weaknesses,sumsuptheopportunities,threatenscompanyfacesbyusingtheSWOTanalysismethod.Accordingtotheweightoftheindexesatalllevels,theoverallstrategyofthecompanyisproposedasfollowing:“exertadvantages,andtokeepthecustomersofhigherclassaspriority,andtobecometheexpertofmobileinformation.”Thestrategictargetisdeterminedas:“exertadvantagesofGuangzhoucentricurbanarea,successfullykeepthecustomersofhigherclass,andtobecomethebranchwhoownsthehighestproportionofcustomersofhigherclassandofearningfromdataproductinGuangzhouMobileCommunicationCompany”.Thethesispointsoutstrategicprincipals,andproposesstrategicorganizationplan,HRplan,andmarketplan.Inaword,thisresearchappliesmarketingstrategyprincipletothedevelopmentofYuexiuBranchofGuangzhouCommunicationCompanyfordeterminationoffeasiblemarketingplanningforfuturedevelopmentofYuexiuBranchIIIKeywordsMobileCommunication3GMarketingStrategy111.11019871993200%19941997717100010110200181.2[1]20083G20083G23G20083[2]33G1.23G33G1.311232SWOT1-141-13SWOTSWOT522.120602.1.1[3][4]620602.1.211953NeilBordenMarketingMix12124Ps7JeromeMcCarthy1960BasicMarketing4ProductPricePlacePromotion4Ps196714Ps4Ps4Ps4Ps4Ps4Ps4Ps[5]200128090[6]8Lauteborn4Ps4CsCustomerNeedsandWantsCostConvenienceCommunication4CsIMC:IntegratedMarketingCommunications4Cs4Ps4Cs4Ps320607080RelationshipMarketingGronroos()9Gronroos19902090DonE.Schultz4RsRelevancy-Respond-Relation-Return-Relevancy[7]Respond[8]10Relation7[9]80202080[10]Return112.1.34Ps4Cs4Rs4Cs4Ps4Ps4Cs4Ps4Cs4Cs4Ps[11]4Cs4Ps4Rs4Cs4Rs4Rs4Rs4Rs124Rs[12]819974Rs4Ps4Cs4Rs2.22.3.1061999122000200120011320021:2.3.2NareshKMalhotra1IT3G2006LOGO14+3G2.QQMSNSKYPE3WAP80%100K80%1541995GSMGSM20005M-ZoneA+162.32.3.1SWOT1SWOTSWOT2080SWOTStrengthWeaknessQpportunityThreatSWOTSWOT2SWOTS[13]17W(O)(T)3SWOT18SWOTSWOTSWOTSWOT2.3.2(MichaelPorter)801912320()4521[14](SWOT)222-12.3.3PESTPESTPESTPoliticalEconomic,SocialandTechnological.pest1PoliticalFactors...5..EUNAFTAASEAN2EconomicFactorsGDP3SocioculturalFators234TechnologicalFactorsBannerCRM243PEST3.13.1.1120074272007[15]2,,“”CDMAGSM“”[16]253()3.1.213-1GDP9[17]263-1“”GDPGDP2002120332.79.1%2003135822.810.0%2004159878.310.1%2005183084.89.9%200620940710.7%200724661911.4%20072GDP18[18]20032.51.530[19]2733-13-23-1200320073267337276612997033777423993710362121621590720766010000200003000040000500006000070000800009000020032004200520062007(/)()283-2200320073-32005250367.2541.29%1.48255.3228.71%[20]41%30%29%3-3200513.3317.48118.53333.53335.5805010015020025030035040020032004200520062007()29061-3252.7410.4%573.99.51%62.7925.8%[21]4132.821141234735/[22]2152115[23]303.1.3120078282313QQMSNQQ3.1.413GGSM3296002M[24]3GGSMGPRS384KDISDN3GTD-SCDMA2008412G3GWCDMACDMA20003G2WIMAXRFID3GWiMAXWiMAXWi-Fi3GWiMAX3G3G3GTD-SCDMAWiMaxWiMaxWiMaxTD-SCDMAWiMAXWiMAX250[25]200624333.23.2.1200217000[26]3-23-250.536.611.30.470.160.030.94123567432.6736.611.318.46-0.030.942143-65..,2005,11(6):14~183-33-3..,2005,11(6):14~183G33420072020203.2.21198719971000101000200114[27]20021122004532006244.87GSMCDMA220061.52GDP7.5%306418.5%47.3%0748.41%[28]35200320051.1%2.2%20001670.08230[29]3,,3.2.320041672.4518.13%835.216537316[30]3641/61/51/43.2.4123G372G3G50%3G3GISPICP3GISPICPICPICPICP3G34385QQMSNSKYPEQQIM3-4393.31994GSMCDMAGSMCDMA20071231GSMCDMA16,249.1GSM12,056.4CDMA4,192.7CDMAGPRSEDGECDMAGSMGSMCDMA3-420062007073.011.441.6%401%67.7%3-420061200712007