XN电信移动数据业务营销策略研究-工商管理专业论文.docx

摘 摘 要 I万方数据 I 万方数据 摘 要 随着 3G 业务牌照的发放，移动数据业务的发展，通讯网络运营商之间的竞争格局 已经由传统的语音业务转换为移动数据业务的竞争，大力发展移动数据业务，占领移 动数据业务市场已经成为各家运营商的发展策略。 XN 电信自 2008 年正式接手移动业务以来，非常重视移动数据业务，将其与传统 的宽带、固话、IPTV 业务并入一起为之重点经营的业务，移动数据业务市场占有率 近年来持续上升，正在替代移动语音业务成为 XN 电信的主要的收入构成。但就目前 的发展与经营来看，XN 电信公司在对移动数据业务产品的细分及组合上还存在问题， 在对移动数据业务的营销上欠缺经验，从而影响到了 XN 电信移动数据业务的发展。 本文以 XN 电信为研究对象，通过对外部竞争对手的分析，并运用 SWOT 方法分析 该公司自身的内部环境因素，进而能够把握 XN 电信公司在移动数据业务这个环境下 的动向。运用消费者分析，对现有的移动数据业务市场进行细分，找到 XN 电信移动 数据业务的目标客户及数据业务产品的定位。运用 7P 理论，重点针对 XN 电信实体渠 道，运用产品生命周期法，分析出 XN 电信现有的数据产品在各个时期的特点，从数 据业务产品的特点、价格的制定、促销的方法、渠道的运用、人员的安排、产品的有 形展示及数据业务及产品服务的过程等方面，提出有效的将移动数据产品快速渗透， 占领市场的解决方案。 关键词：数据业务 SWOT 7P Abstract Abstract II万方数据 II 万方数据 Abstract With the issuance of the third generation business and the development of mobile data services, The competition between the communications network operators has transform from the traditional voice services to mobile data business. To develop the mobile data service, to occupation of mobile data service market has become the development strategy of the operator. XN Telecom company officially take over mobile business since 2008, attaches great importance to mobile data services, with the traditional broadband, fixed-line, IPTV business merged into for the key operations, Mobile data service market share continued to rise in recent years, taking the place of mobile voice business to become XN Telecoms main income. But in the context of the current development and management, XN telecommunications company in the segment of mobile data service products and there are problems on combination, lack of experience on marketing of mobile data services, thus affecting XN telecom mobile data service development. Based on the XN Telecom as the research object, through the analysis of the external competitors, and analysis of the companys own internal environmental factors by using SWOT method, then can grasp the XN telecommunications company in the mobile data business move to the environment. Usin