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广东移动流量业务营销策略研究

日期:2017-6-15作者:www.51lunwen.com编辑:vicky点击次数:45
销售价格:300元论文编号:lw201705201008051144论文字数:35622 
论文属性:硕士毕业论文论文地区:广州论文语种:English 

Chapter I Introduction


1. 1 Research Background

According to the publicized data of the 38th “Report of Internet development inChina”released by China Internet Network Information Center (CNNIC) in July2016, the number of Internet users in China reaches 710 million by the end of June,2016. There is an increasing number of 21.32 million Internet users in half a year.Besides, the popularity rate of Internet is 51.7% across the country, increasing by 1.3%compared with that at the end of 2015, with an increase of 3.1% over global averageand 8.1%aboveAsianaverage.Withthedevelopment ofthethirdandfourth generationof mobile communication network technology and the popularization of intelligentmobile terminal devices, Chinese netizens are more likely to use mobile devices interms of surfing Internet by their PC at home. According to the publicized data of the38th “Report of Internet development in China”, there are 656 million people who usemobile phones to access to Internet in China, with an increase of 36.56 millioncompared with the end of 2015. Also, mobile Internet users account for 92.5% of allthe netizens in China, and 24.5% netizens use mobile phones as the only devices toaccess Internet. In addition, there are 38.5% of netizens who use laptops and 30.6%tend to use tablet.

With the further popularity of the “3G” or “4G” high speed mobile network technologyand intelligent terminal devices, mobile Internet applications have played a veryimportant role in satisfying users’ various needs. Traditional Chinese internet companyrepresentedbyAlibaba,Tencent and Baidu havetakeninitiativeto servepeople’s needsin mobile Internet application scenarios such as instant message, mobile phone, mobilepayment and mobile travel as well. Mobile phones and mobile Internet have played anessential part in Chinese people’s lives in both urban and rural areas. 

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1.2 Research Significance

On the basis of services marketing theory, customer value theory, and consumer buyingdecision-making theory, this research uses case study method to analyze the marketingstrategies of GMCC’s data traffic services, after making an integrated evaluateto the background of Chinese mobile Internet development and competitionenvironment of the domestic telecommunication industry in China. It aims to find outthe problems of GMCC’s services marketing strategies toward its data traffic servicesand try to find out the solutions. The study have contributed to Guangdong Mobile andother telecommunication operators in China to rebuild their competition advantage inthe telecommunication industrial chain and find out the way to walk out the “increasedtransaction without increased profit ” dilemma which their data traffic business arefacing to.

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Chapter II Literatu


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源头地址:http://www.51lunwen.com/marketing/2017/0520/lw201705201008051144.html

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