联通华盛辽宁分公司网络营销策略研究

发布时间：2018-04-02 03:10

本文选题：沃易购　切入点：营销策略　出处：《大连理工大学》2015年硕士论文

【摘要】：沃易购网络平台营销对于联通华盛辽宁分公司来说是新的市场营销方式,也是公司从传统渠道向互联网营销转型的主要手段。联通华盛辽宁分公司为国内四大手机代理商之一,经营手机、无线网卡等终端通信产品。随着互联网经济高速发展,4G时代的到来以及互联网手机的兴起,手机行业目前竞争十分激烈。传统的营销模式面临前所未有的挑战。公司经营也受到互联网经济的影响,收益逐渐下降。公司希望通过沃易购网络交易平台建立低成本、高效率的差异化经营模式,突破经营瓶颈。本文旨在运用所学的市场营销理论,解决公司在沃易购网络平台上的营销问题以及如何使公司在新业务起步阶段快速成长并且在沃易购网络平台经营中占有优势地位,提高公司的核心竞争力。为了适应互联网经济,联通华盛辽宁分公司在2014年决定加入沃易购网络交易平台,通过互联网营销方式向客户提供手机通信终端产品。本文通过对手机行业的分析,制定公司在沃易购网络平台中的营销策略,指导公司顺利开展新业务的营销工作。首先对研究对象进行内外部环境分析,包括宏观环境、竞争对手及企业自身能力等方面进行分析,找出企业目前所面临的机遇与挑战。接着对手机市场需求及竞争形势进行了分析,寻找公司在网络平台竞争中的优势及劣势。同时对联通华盛辽宁分公司目标客户进行市场细分及市场定位,制定市场营销策略,包括产品、价格、促销、服务策略。最后,针对企业目前的经营情况,提出企业文化重塑、管理流程改进、加强与平台企业的沟通、人才的培养与激励等一系列实施保障手段,以确保营销策略顺利进行。通过对联通华盛辽宁分公司在沃易购网络平台中的营销策略研究,能够帮助公司成功的从传统渠道营销向互联网营销转型。能为联通华盛辽宁分公司在激烈的手机市场竞争中占有优势地位提供切实有效的方法。通过本文研究,增加公司的销售额、提升公司在平台中的知名度、提高客户的忠诚度、保持公司领先优势,同时也为其他公司加入沃易购网络平台提供参考。
[Abstract]:For China Unicom Huasheng Liaoning branch marketing is a new marketing method and the main means for the company to transform from traditional channels to Internet marketing.China Unicom Liaoning Branch is one of the four domestic mobile phone agents, operating mobile phones, wireless network cards and other terminal communications products.With the rapid development of Internet economy and the advent of 4G era, the competition of mobile phone industry is very fierce.The traditional marketing model is facing unprecedented challenges.The company is also affected by the Internet economy, income is gradually declining.The company hopes to establish a low-cost, high-efficiency differentiated business model through WOREPS online trading platform to break through the operating bottleneck.The purpose of this paper is to use the marketing theory we have learned to solve the marketing problems of the company on the WORE-Shop network platform and how to make the company grow rapidly in the initial stage of new business and occupy an advantage position in the operation of WOREPS network platform.Improve the core competitiveness of the company.In order to adapt to the Internet economy, China Unicom Liaoning Branch decided in 2014 to join WOREPS online trading platform to provide customers with mobile phone communication terminal products through Internet marketing.Based on the analysis of the mobile phone industry, this paper formulates the marketing strategy of the company in the network platform of Wafer purchase, and guides the company to carry out the marketing work of the new business smoothly.Firstly, this paper analyzes the internal and external environment of the research object, including macro environment, competitors and enterprises' own ability, and finds out the opportunities and challenges that enterprises are facing at present.Then it analyzes the market demand and competition situation of mobile phone, and finds out the advantages and disadvantages of the company in the competition of network platform.At the same time, the target customers of China Unicom's Huasheng Liaoning Branch are segmented and positioned, and marketing strategies, including products, prices, sales promotion and service strategies, are formulated.Finally, in view of the current business situation of the enterprise, this paper puts forward a series of measures to ensure the smooth progress of the marketing strategy, such as remolding the enterprise culture, improving the management process, strengthening the communication with the platform enterprise, training and encouraging talents and so on.By studying the marketing strategy of China Unicom's Huasheng Liaoning Branch in the platform of Voyager, it can help the company to successfully transform from traditional channel marketing to Internet marketing.It can provide a practical and effective method for China Unicom Huasheng Liaoning Branch to occupy an advantage in the fierce competition of mobile phone market.Through this study, we can increase the company's sales, enhance the company's popularity in the platform, improve the loyalty of customers, keep the company's leading advantage, and provide reference for other companies to join the WOREPS network platform at the same time.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F626

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