云南电信差异化战略及增值业务营销研究毕业论文.doc

云南电信差异化战略及增值业务营销研究 摘要 面对行业竞争日趋激烈、同质竞争和异质替代进一步加剧、用户和收入市场份额逐 年下滑的严竣形势，云南电信如何走出困境，谋求新的发展空间？本研究从对云南电信 增值业务发展的政策、自然、社会、经济、科技环境分析出发，从竞争与需求的角度， 对云南电信拥有的人、财、物、管理、营销、技术等方面进行优劣势比较：通过五力竞 争模型研究，分析竞争对手的市场竞争和业务竞争情况，找出目前阶段适合云南电信增 值业务发展的细分用户群市场，在对细分市场进行科学定位后，指出必须通过实施差异 化战略贏得竞争优势：通过价值链的整合与协同，提出了以用户为中心、以电信为主导 的未来价值链发展模型：又从4P(产品、资费、渠道、促销)的营销理论和具体营销实 践上对增值业务的细分用户市场和产品市场进行了分析和评价，为云南电信制定了科学 的市场营销发展策略。 发展新一代增值电信业务是云南电信通信发展的需要，它既能提供业务资源，稳固 客户、又能增加收入、提升网络价值，是发展高层次业务的必然途径及与新运营商合作 的基础，具有无限广阔的前景。本文旨在通过对以上课题的研究，运用科学的工商管理 理论和先进的市场营销工具为云南电信增值业务的发展提供一定的思路和借鉴. 关键词：电信，差异化，战略，增值业务，营销，研究 YUNNAN TELECOM’S DIFFERENTIATION STRATEGY AND VALUE-ADDED SERVICE MARKETING STUDY ABSTRACT Yunnan Telecom are now in the worst situations as homogenous and heterogeneous competition are being aggravated, customer and income share are shrinking year by year. Can Yunnan Telecom get out of this predicament by seeking new developing frontiers, and in the end achieving strategic targets? My study starts from analyzing Yunnan Tdecom?s political, natural, social, economic and technological environment Making advantage and disadvantage comparisons in aspccts of Yunnan Telccom?s human resources, finance, facilities, management, marketing and technique from competition and demand angle. Through Potts competition model, we found out who are our rivals and where are their strengths. The next step is investigating industrial chain model in the past and the model we are adopting nowadays. We have deduced the future industrial chain model. This new industrial chain model will mainly focus customer?s needs as the target of all kinds of services. Yunnan Telecom should be trying to control and monitor the industrial chain if she still wants to take a lead in futures competition. We cannot beat our enemies in all battlefields, but we have to find out our markets segments and our strengths which are suitable for value added service?s development. After positioning these market segments, in the end, wc designed the scientific and effecti