论中国移动的价值衰落与机遇重生
毕业论文关键词：中国移动；营销策略；品牌建设
Discuss Value of China Mobile's decline and rebirth Opportunities
Abstract: In recent years, along with the enhance level of China's economy and upgrades to the communication technology, the China telecom industry has achieved rapid development . China Mobile and China Unicom and China Telecom, the major carriers of telecommunications industry continued competition. New era of 4 G is coming, operators compete in business development, price segmentation, service and other aspects will enhance more intense. For China Mobile, it must seize 4G new opportunities and establish optimize marketing strategies to swept away the tide. In this paper, we understand the status of operations of China Mobile and compare China Mobile and China Unicom and other major carriers comparison to understand the content of China Mobile and other competing carriers in-depth. Analyzing and researching the competitive strategy and tactics of Chinese mobile marketing business to identify the reasons for the decline of China Mobile. And then find a way to China's sustainable competitive mobile marketing business and point out the corresponding optimization strategies based on this, hoping to make constructive comments on China Mobile's future development.
Key Words : China Mobile ; Marketing strategy; Brand building
目 录
一、绪 论 1
1.1研究背景 1
1.2研究目的和意义 1
1.3研究现状 2
二、中国移动发展现状 3
2.1中国移动简介 3
2.2中国移动发展现状 3
三、中国移动、中国联通对比 6
3.1中国移动 6
3.2中国联通 7
四、中国移动的营销战略及策略 8
4.1战略选择 8
4.2策略选择 8
4.3战略及策略的不当之处 10
五、中国移动品牌价值衰落的原因 11
5.1市场原因 11
5.2自身原因 12
吹冰、重塑中国移动品牌价值的具体途径 15
6.1加快发展4G业务 15
6.2推进三大驱动力 15
6.3提升产品质量，改善服务 15
6.4推动自主创新，提升管理水平 16
6.5 制定整合营销传播计划 16
结 论 17
致 谢 18
参考文献 19
一、绪 论
1.1研究背景
中国电信业的龙头老大中国移动最近开始变得越来越焦虑。一直以来，移动都主导着终端、网络、业务类型和付费方式等大方向。但事实上移动互联网时代运营商的日子会越来越不好过，2G时代是属于运营商的时代，3G时代是互联网的时代，电信运营商的核心能力在逐渐丧失，就如一个不断衰老的巨人。