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1、上海交通大学MBA学位论文深圳移动3G业务营销策略研究THERESEARCHONTHEMAKETINGSTRATEGYOF3GBUSINESSFORSHENZHENMOBILEABSTRACTInrecentyears,3Gcommercialnetworkintheworldhasshownthetrendofsustainedandrapidgrowth,andthedevelopmentof3Gbusinessisalsoemergingatrendtowardsmulti-media,lifesty
2、le,andregionalcharacteristics.AfterthereorganizationintheTelecomindustryin2008,withtheissuanceof3Glicenses,ChinaMobile,ChinaTelecom,ChinaUnicomallreceived3Glicenses,thereforetheTelecomindustrybecamethesituationofthethreepillars,andthecompetitionismoredrast
3、icinthetelecommunicationsindustry.DespitetheShenzhenMobilealreadyhasarelativelycompletemarketingsystem,facingthenew3Gmarketandthenewcompetitiveenvironment,itbecomesveryimportanttomaintainitsbusinesscontinuitydevelopment,andhowtosegment3Gmarket,makethe3Gmar
4、ketpositioning,andformulatethenewmarketingstrategies,whichbecomesnew上海交通大学MBA学位论文深圳移动3G业务营销策略研究challengesfacingbyShenzhenMobile.Basedonthepastresearchliteratureaboutthe3Gbusinessathomeandabroad,combinedtheactualsituationofShenzhenMobile,thispaperinvestigat
5、edthe3Gmarketingstrategies,usingtherelevantbasictheoryofmarketing,SWOTanalysisandclusteranalysistheoryandtools.Thecompleteworkandcontentofthispaperareasfollows:(1)Firstly,thepapergaveageneraloverviewofthepresentsituationof3GbusinessofShenzhenMobile,andanal
6、yzedthemajorproblemsthatmayexistinthe3Gbusinessdevelopment.FurtherthepaperdoneSWOTanalysisonits3Gbusinessdevelopment.(2)Basedonabove,usingthemethodcalledclusteranalysis,thispapersegmentedthemarketfromtheseveraldimensionsincludingtheage,occupationandconsump
7、tioncharacteristicsandsoon.Thenitputforwardthatitshouldtreatthefashion-typeconsumers,business-typeconsumers,ordinary-typeconsumersasthetargetmarketsofthe3Gbusinesswhichshouldbedeveloped,andanalyzedthebusinesspositioningforeachofthetargetmarket.(3)Finally,b
8、asedonthe3Gmarketsegments,usingtherelativeresearchtheoryofmarketingstrategy,thispaperputforwardtheimplementingmeasuresofthe3GbusinessmarketingstrategyofShenzhenmobile,上海交通大学MBA学位论文深圳移动3G业务营销策略研究includingtheor
