重庆移动通信公司市场营销策略研究.doc
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重庆移动通信公司市场营销策略研究,摘要：目前，在国内移动通信市场需求保持持续增长，电信管制逐步加强，移动通信市场竞争层次逐步提升的环境下，重庆移动通信公司面临着市场发展速度放缓以及来自重庆联通和重庆电信竞争的多重压力。尽管重庆移动通信公司积极应对竞争，但受到的竞争冲击仍然很大，老用户流失严重，新增市场占有率不断下降。在新的机遇与挑战面前，重庆移动通信公...
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摘要：
目前，在国内移动通信市场需求保持持续增长，电信管制逐步加强，移动通信市场竞争层次逐步提升的环境下，重庆移动通信公司面临着市场发展速度放缓以及来自重庆联通和重庆电信竞争的多重压力。尽管重庆移动通信公司积极应对竞争，但受到的竞争冲击仍然很大，老用户流失严重，新增市场占有率不断下降。在新的机遇与挑战面前，重庆移动通信公司如何保持在重庆移动通信市场竞争中的主导地位，如何应对新的市场环境是一个值得研究的课题。本文以重庆移动通信为研究案例，结合国内外专家的理论研究与实践经验，分析了电信行业的竞争结构，阐述了重庆当前的移动市场形势，并发掘出影响企业经营发展的关键要素，为重庆移动如何强化自己的竞争优势提出可行的战略方案，及对其市场营销策略的选择提出了建设性的意见和建议，力求寻找一条健康、可持续的移动通信企业发展之路。
关键词：移动通信 ；市场营销；SWOT分析；对策
Study of Marketing Strategy of chongqing Mobile Communication Company
Abstract: Currently, mobile communications market demand to maintain a sustained growth, telecommunications regulators to gradually strengthen, Mobile communications market competition level increased gradually environment, Chongqing Mobile Communication Company is facing slower pace of market development and from Chongqing Unicom and Chongqing Telecom competition multiple pressures. Although Chongqing Mobile Communication Company actively respond to competition, but by the impact of the competition was still very high, serious loss of the old users, additional market share has been dropping. In the new opportunities and challenges before us, Chongqing Mobile Communication Company in Chongqing how to maintain the mobile communications market competition to the dominant position how to deal with the new market environment is a topic worthy of study. Based Chongqing Mobile Communication case study, the combination of domestic and foreign experts to study the theory and practice experience, analysis of the competitive telecommunications industry structure, explained Chongqing current mobile market. Concurrent exhumed impact business development a key element, Chongqing Mobile for how to strengthen their competitive advantage possible strategic options and its marketing strategy choices for their constructive comments and suggestions in order to try to find a healthy, sustainable mobile communications business development.
Key words: mobile communication ；marketing ；SWOT analysis ；counter measures
目前，在国内移动通信市场需求保持持续增长，电信管制逐步加强，移动通信市场竞争层次逐步提升的环境下，重庆移动通信公司面临着市场发展速度放缓以及来自重庆联通和重庆电信竞争的多重压力。尽管重庆移动通信公司积极应对竞争，但受到的竞争冲击仍然很大，老用户流失严重，新增市场占有率不断下降。在新的机遇与挑战面前，重庆移动通信公司如何保持在重庆移动通信市场竞争中的主导地位，如何应对新的市场环境是一个值得研究的课题。本文以重庆移动通信为研究案例，结合国内外专家的理论研究与实践经验，分析了电信行业的竞争结构，阐述了重庆当前的移动市场形势，并发掘出影响企业经营发展的关键要素，为重庆移动如何强化自己的竞争优势提出可行的战略方案，及对其市场营销策略的选择提出了建设性的意见和建议，力求寻找一条健康、可持续的移动通信企业发展之路。
关键词：移动通信 ；市场营销；SWOT分析；对策
Study of Marketing Strategy of chongqing Mobile Communication Company
Abstract: Currently, mobile communications market demand to maintain a sustained growth, telecommunications regulators to gradually strengthen, Mobile communications market competition level increased gradually environment, Chongqing Mobile Communication Company is facing slower pace of market development and from Chongqing Unicom and Chongqing Telecom competition multiple pressures. Although Chongqing Mobile Communication Company actively respond to competition, but by the impact of the competition was still very high, serious loss of the old users, additional market share has been dropping. In the new opportunities and challenges before us, Chongqing Mobile Communication Company in Chongqing how to maintain the mobile communications market competition to the dominant position how to deal with the new market environment is a topic worthy of study. Based Chongqing Mobile Communication case study, the combination of domestic and foreign experts to study the theory and practice experience, analysis of the competitive telecommunications industry structure, explained Chongqing current mobile market. Concurrent exhumed impact business development a key element, Chongqing Mobile for how to strengthen their competitive advantage possible strategic options and its marketing strategy choices for their constructive comments and suggestions in order to try to find a healthy, sustainable mobile communications business development.
Key words: mobile communication ；marketing ；SWOT analysis ；counter measures
