联通4g在常州地区的推广策略研究.doc
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联通4g在常州地区的推广策略研究,联通4g在常州地区的推广策略研究14000字摘要当前世界进入到信息时代，中国自主创新的4g技术将成为国家在信息时代抓住历史机遇进而成为世界强国的载体。中国自主的4g技术让国家获得了引领世界无线通讯标准的重大历史机遇。将带动中国通信运营商和制造企业第一次在知识产权和技术能力上与国际一流企业站到相同水平线。中国联通也在3月...
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联通4G在常州地区的推广策略研究
14000字
摘要 当前世界进入到信息时代，中国自主创新的4G技术将成为国家在信息时代抓住历史机遇进而成为世界强国的载体。中国自主的4G技术让国家获得了引领世界无线通讯标准的重大历史机遇。将带动中国通信运营商和制造企业第一次在知识产权和技术能力上与国际一流企业站到相同水平线。中国联通也在3月8日举行的2014中国联通合作伙伴大会上，正式发布了其4G发展战略、市场策略及多款4G终端。至此，中国三大运营商均已推出自己的4G产品，开始在4G市场上正面搏杀。2014年被认为是中国的4G元年，业内人士表示，作为拉动信息消费的重要力量之一，中国4G在这一年的发展，值得关注。
关键字 4G 分析 营销策略
Study on the marketing strategy of China Unicom's 4G in Changzhou
Abstract Current world into the information age, China's independent innovation of 4G technology will become a country in the information age seize the historical opportunity to become the carrier of the world's great powers. China's 4G technology country won the world's leading wireless communication standard major historical opportunity.Will drive the first time a Chinese telecommunications operators and manufacturers on the intellectual property rights and technology ability stand to the same horizontal line with the international first-class enterprises. China unicom also held on March 8, 2014 China unicom partner conference, officially launched its 4G development strategy, market strategy, and many 4G terminal.So far, China's three big operators have launched their own 4G products, began in the 4G market positive with innocence.In 2014 the first year is considered to be China's 4G, the personage inside course of study says, as one of the important force of information consumption, the development of China's 4G in this year, is remarkable.
This paper mainly introduces the background of the selected topic significance, as well as some related concepts and development of 4G.Using PEST analysis of the 4G specific business in changzhou macro environment of the region.In the fourth chapter used the method of comparative analysis, analysis of the 4G development strategy of competitors.Then in the fifth chapter, using the method of SWOT, studied the unicom internal operation, analyzes on the advantages of the unicom itself, weakness, opportunities and challenges. Finally combined with relevant theoretical knowledge and practical put forward the development strategy for chang zhou area of 4G.
Key words 4G Analysis Marketing strategy
目录
第一章 前言 1
1.1 研究的背景 1
1.2 研究的意义 1
1.3 研究的方法 2
第二章 4G发展概述 3
2.1 4G定义 3
2.2 4G优势及缺陷 3
第三章 营销环境分析 6
3.1 在常州推广4G的可行性分析 6
3.2 与对手的营销策略对比分析 7
3.3 联通营销策略SWOT分析 11
第四章 联通4G在常州地区的推广策略研究 14
4.1 定位 14
4.2 目标 14
4.3 营销策略 15
4.3.1 产品策略 15
4.3.2 价格策略 15
4.3.3 渠道策略 16
4.3.4 促销策略 17
4.4 其他策略 18
4.4.1 品牌创新 18
4.4.2 产品创新 19
4.4.3 网络营销 19
4.4.5 体验式营销 20
第五章 结束语 21
致谢 22
参考文献 23
14000字
摘要 当前世界进入到信息时代，中国自主创新的4G技术将成为国家在信息时代抓住历史机遇进而成为世界强国的载体。中国自主的4G技术让国家获得了引领世界无线通讯标准的重大历史机遇。将带动中国通信运营商和制造企业第一次在知识产权和技术能力上与国际一流企业站到相同水平线。中国联通也在3月8日举行的2014中国联通合作伙伴大会上，正式发布了其4G发展战略、市场策略及多款4G终端。至此，中国三大运营商均已推出自己的4G产品，开始在4G市场上正面搏杀。2014年被认为是中国的4G元年，业内人士表示，作为拉动信息消费的重要力量之一，中国4G在这一年的发展，值得关注。
关键字 4G 分析 营销策略
Study on the marketing strategy of China Unicom's 4G in Changzhou
Abstract Current world into the information age, China's independent innovation of 4G technology will become a country in the information age seize the historical opportunity to become the carrier of the world's great powers. China's 4G technology country won the world's leading wireless communication standard major historical opportunity.Will drive the first time a Chinese telecommunications operators and manufacturers on the intellectual property rights and technology ability stand to the same horizontal line with the international first-class enterprises. China unicom also held on March 8, 2014 China unicom partner conference, officially launched its 4G development strategy, market strategy, and many 4G terminal.So far, China's three big operators have launched their own 4G products, began in the 4G market positive with innocence.In 2014 the first year is considered to be China's 4G, the personage inside course of study says, as one of the important force of information consumption, the development of China's 4G in this year, is remarkable.
This paper mainly introduces the background of the selected topic significance, as well as some related concepts and development of 4G.Using PEST analysis of the 4G specific business in changzhou macro environment of the region.In the fourth chapter used the method of comparative analysis, analysis of the 4G development strategy of competitors.Then in the fifth chapter, using the method of SWOT, studied the unicom internal operation, analyzes on the advantages of the unicom itself, weakness, opportunities and challenges. Finally combined with relevant theoretical knowledge and practical put forward the development strategy for chang zhou area of 4G.
Key words 4G Analysis Marketing strategy
目录
第一章 前言 1
1.1 研究的背景 1
1.2 研究的意义 1
1.3 研究的方法 2
第二章 4G发展概述 3
2.1 4G定义 3
2.2 4G优势及缺陷 3
第三章 营销环境分析 6
3.1 在常州推广4G的可行性分析 6
3.2 与对手的营销策略对比分析 7
3.3 联通营销策略SWOT分析 11
第四章 联通4G在常州地区的推广策略研究 14
4.1 定位 14
4.2 目标 14
4.3 营销策略 15
4.3.1 产品策略 15
4.3.2 价格策略 15
4.3.3 渠道策略 16
4.3.4 促销策略 17
4.4 其他策略 18
4.4.1 品牌创新 18
4.4.2 产品创新 19
4.4.3 网络营销 19
4.4.5 体验式营销 20
第五章 结束语 21
致谢 22
参考文献 23
