通讯行业营销竞争分析.doc

通讯行业营销竞争分析 摘 要 随着我国经济的发展，居民收入水平的提高，通讯产品的使用使人们的生活变得越来越来便利，沟通越来越方便，传统的营销方式在通讯产品走进千家万户起到了不可磨灭的作用，然而，随着科技的发展，网络营销、电视营销等的发展，传统的营销模式的弊端也日益显现出来。我们应该从传统模式以外积极探寻并尝试新的营销体制，尽快建立适合市场发展需求的节约化、高效化、多元化的营销渠道，开拓培育更加广阔的展业空间，创造良好的营销生态环境。为适应这一变化，各通信运营公司都进行了创新和转型，逐渐由生产导向型转变为用户导向型，从坐等用户上门到主动发展用户，同其他通信公司开展竞争，销售产品和服务。文章从多个方面对当前通讯行业营销竞争进行了分析，明确在市场经济条件下我国开展相关营销活动的主要方式，借助市场经济发展的有利时机达到提升通讯行业经营优势的目的。 关键词：通讯行业；营销竞争；对策 Abstract With the development of Chinas economy, the improvement of level of income of dweller of and communication products make peoples life becomes more and more convenient, more convenient communication, traditional style of marketing communications products into the tens of thousands of households have to an indelible role, however, with the development of science and technology, the development of network marketing, video marketing, the drawbacks of the traditional marketing mode is becoming more and more apparent. We should from outside the traditional mode of actively explore and try new marketing system, as soon as possible to establish a suitable for the development needs of the market economical, efficient and diversified marketing channels, cultivating the broader development space, to create a good marketing environment. To adapt to this change, the telecommunication operators are innovation and transformation, gradually from production orientation change is user oriented, from waiting for user home to take the initiative to develop a user, communication with other companies to compete, sales of products and services. The from multiple aspects of the communications industry marketing competition are analyzed, clearly under the condition of market economy in China to carry out marketing activities related to the main way, so as to improve the communication industry business advantage with the help of the favorable opportunity to the development of the market economy. Key words: communication industry; marketing competition; strategy 目 录 摘 要 I 第一章 研究绪论 1 1.1研究背景 1 1