《论文大纲1-副本2.doc

摘 要 本文从对国内外移动增值业务的论述和分析入手，面对3G时代激烈的市场竞争，中国移动现有的营销策略哪些适用于3G时代的营销策略，中国移动在原有营销战略的基础上，在3G时代又应采取怎样的营销战略来胜出竞争，是本文探讨的重点。 本文以市场营销学为主要理论基础，运用五力模型分析法、SWOT分析法等，对移动增值业务的业务特点、市场特点、目前情况、以后发展方向作了系列的论述和剖析，并根据长期的实际工作经验，采用层次分析法、价值链分析、SWOT 分析等理论和方法对中国移动增值业务的发展进行了研究，并结合心理学中的信息不对称等理论对目前市场中存在的问题进行了分析并提出解决的建议。在分析的基础上，本文提出了对移动增值业务市场发展影响的主要因素和今后几年中国移动增值业务的市场营销战略。 关键词：移动增值业务 市场营销 价值链 Abstract Beginning from the discussion and analysis of the mobile increment business home and abroad, Facing fierce market competition in the 3G epoch, what kind of the present marketing strategy of China Mobile are suitable for the 3G’s; and based on the original marketing strategy, what kind of marketing strategy of China Mobile should be taken to win the competition are the emphases of the paper. the paper systematically analyzes the characteristics of the mobile data increment business, the market features, the present circumstances, and the future direction for its development. This paper also studies the development of the mobile data increment business in China with Analytic Hierarchy Process ( AHP) and analysis of SWOT theory, etc., according to the author’s long-term practical experience.It also provides the analysis and proposal for the existing problems in the present market through the approach of Asymmetric Information theory in psychology. Based on the thorough analysis, the paper proposes the marketing strategy for China mobile increment business in the coming years. Keywords：mobile increment business，marketing management，chain of value ………………………………………………………………………………… 第一章 3G时代中国移动增值业务的研究…………………………………………1 1.1研究背景…………………………………………………………………………2 1.2研究方法………………………………………………………………………2 1.2.1文献复习法…………………………………………………………………3 1.2.2经营数据研究方法……….…………………………………………………3 1.2.3跨学科研究法…………………………………………………………4 1.3研究意义…………………………………………………………………………5 第二章相关理论综述…………………………………………………………6 2.1国外理论综述……………………………………………………………………6 2.2国内营销理论……………………………………………………………………7 2.3价值链理论……………………………………………………………