长沙电信“天翼”品牌营销策略研究

长沙电信“天翼”品牌营销策略研究(16000字)

摘  要：随着电信重组和3G时代的到来，移动通信市场正在发生巨大的变化。在这种新形势下，中国电信着力打造的“天翼”品牌虽然在这竞争激烈的长沙市场中得到了飞速发展，但是在发展的过程中还存在着定位不准、缺少差异化、终端渠道单一、服务系统不健全、促销效果不明显等诸多问题，这将成为长沙“天翼”品牌在推广过程中所要面临的巨大压力和挑战。针对上述问题，本文以市场营销理论为基础，综合运用SWOT分析法，通过深入分析长沙“天翼”品牌营销策略的现状及问题，客观评价了其优势所在和制约因素，从产品差异化及市场的细分、采用独特创新定价方式、完善服务渠道、实施全面的促销手段等营销策略角度给出了适合长沙电信“天翼”品牌发展的建议，进而为长沙电信的长远发展打下坚实的基础。
关键词：中国电信；长沙电信；天翼品牌；营销策略

Study on Marketing Strategy of TianYi brand of Chang Sha Telecommunication Company

Abstract：With the telecom companies restructuring and the arrival of the era of 3G, the mobile communication market is undergoing tremendous changes. In this kind of new situation, Efforts to build China Telecom "Tianyi" brand has been rapid development in this highly competitive market in Changsha , there are many problems appears in the process of development , such as the positioning are not accurate, the products are lack of differentiation, Terminal single channel, service system is not perfect, Promotional effect is not obvious and so on. These problems will be the Changsha "TianYi" brand have to face enormous pressure in the promotion process and challenges. To address the problem ,Thesis was based on the marketing theory as a foundation, the integrated use of SWOT analysis method, Through in-depth analysis of the current situation and problems of Changsha "Tianyi" brand marketing strategy, Objective evaluation of the advantage and restricting factors, from product differentiation and market segmentation, adopt unique innovation pricing way, perfect service channel, implement comprehensive promotion methods and marketing strategy perspective gives recommendations for Changsha Telecom "Tianyi" brand development, And thus lay a solid foundation for long-term development of the Changsha Telecom.   
Key Words：China Telecom ; Changsha Telecom ; Tian Yi brand ; marketing strategy

目    录 
摘要    1
关键词    1
一、绪论    2
（一）研究背景与意义    2
1．研究背景    2
2．研究意义    3
（二）国内外研究现状    3
1．国外研究现状    3
2．国内研究现状    4
3．述评    4
（三）主要研究思路及方法    8
二、长沙电信“天翼”品牌的营销策略的现状及问题    8
（一）长沙电信“天翼”品牌的营销策略的现状    8
（二）长沙电信“天翼”品牌的营销策略存在的问题    9
1．产品定位不准，缺少差异化    9
2．单纯打价格，缺乏创新    9
3．终端渠道单一，服务系统不健全    9
4．促销效果不明显，宣传未处理好    10
三、长沙电信“天翼”品牌的SWOT分析    10
（一）优势分析    10
（二）劣势分析    11
（三）机会分析    11
（四）挑战分析    12
（五）小结    12
四、长沙电信“天翼”品牌的营销策略选择    12
（一）产品策略    12
（二）价格策略    14
（三）渠道策略    15
（四）促销策略    15
五、结束语    16
参考文献    17
致谢    17