摘要
移动通信行业近年来发展很快，给移动通信行业带来巨大的发展机会。我国手机用户高速增长，截至2008年一季度，全国电话用户数超过9.27亿户，其中手机用户数达5.74亿户，占六成以上，稳居世界第一。在2008年前三个月，我国新增手机用户为2730万。但是，随着各通信运营商之间的网络、技术等差异性越来越小，企业之间的竞争也日益激烈，竞争的方式不再是单纯的价格战，更要注重市场营销策略。
MM市近年来移动通信行业的发展迅速，但是市场竞争异常混乱，主要是运营商之间的恶性竞争，造成ARPU值的进一步下降，严重影响电信业持续发展。因此如何制定市场营销策略对移动通信公司非常重要。
本文首先从市场营销理论出发，以 MM移动通信公司为研究对象，分析 MM移动通信公司的现状、经营特点、竞争优势和劣势，指出了经营工作中存在的问题，通过市场细分确定了 MM移动的目标市场，从客户满意策略、产品策略、价格策略、渠道策略、促销策略和公共关系营销策略等方面提出了 MM移动通信公司的营销策略组合方案，并重点从价格策略和品牌策略中的产品设计、渠道策略中的社会渠道建设和管控进行了阐述。并提出 MM移动通信公司市场营销策略措施
【关键词】移动通信、市场营销 、 MM移动通信公司
Abstract
Mobile co MMunications industry has developed rapidly in recent years, to the mobile co MMunications industry offers great opportunities for development. China's mobile phone users high-speed growth, as in the first quarter of 2008, the number of telephone subscribers more than 927,000,000, of which mobile phone users amounted to 574,000,000, accounting for more than 60 percent, retaining its position in the world. In the first three months of 2008, China's new mobile phone users to 27,300,000. However, as all co MMunications between the network operators, such as technical difference is getting smaller and smaller, the competition has become fierce, competition is no longer a simple price war, but also pay attention to marketing strategies.
MM In recent years, the city's mobile co MMunication industry has developed rapidly, but the competitive market confusion, mainly between the operators of cut-throat competition, resulting in a further decline in ARPU value has seriously affected the sustained development of the teleco MMunications industry. Therefore, how to develop marketing strategies for the mobile co MMunications company is very important.
This article first from the theory of marketing to mobile co MMunications companies for the MM study, analysis of the MM status of the mobile co MMunications company, operating characteristics, strengths and weaknesses of the competition, pointing out that the operation of the problems in by the market to determine the breakdown of the mobile MM The target market, customer satisfaction strategy, product strategy, pricing strategies, channel strategy, marketing strategy and public relations in areas such as marketing strategy put forward MM mobile co MMunication company's marketing strategy package, with an emphasis from the price of brand strategy and product strategy Design, channel strategy of co MMunity-building channels and control are described. MM and mobile co MMunications company marketing strategies and measures
Key words mobile co MMunications, marketing, MM Mobile Co MMunications Company
