黑龙江通信公司互联网业务营销组合策略研究_2007_-_河北工业大学.pdf

河北工业大学
硕士学位论文
黑龙江通信公司互联网业务营销组合策略研究
姓名:马骋
申请学位级别:硕士
专业:工商管理
指导教师:刘宏
20071101
河北工业大学工商管理硕士(MBA)学位论文
黑龙江通信公司互联网业务
营销组合策略研究
摘要
中国网通黑龙江通信公司是黑龙江省互联网业务的主导电信运营商。面对日趋激烈
的竞争市场,作为省内互联网业务的市场领导者,将采取何种防御战略,保持存量、发
展增量;采取何种市场营销策略,击败挑战者、追随者和利基者是摆在公司面前的重要
课题。
本文首先分析了黑龙江通信公司互联网业务的宏观环境和竞争环境;其次阐述了黑
龙江通信公司互联网业务现状及存在问题,然后应用 SWOT 方法进行了分析,指出黑
龙江通信公司互联网业务的优劣势以及所面临的机会威胁和可以采取的战略;最后,在
对黑龙江互联网市场和消费行为分析的基础上,将政府市场、企业市场、城市家庭市场
和农村家庭市场作为黑龙江通信互联网业务的目标市场,提出了宽带型互联网增值业务
作为核心价值的黑龙江通信公司互联网业务营销组合策略建议。
本文采用理论结合实际的方法,在对企业进行实际调研的基础上,综合运用服务营
销等理论,对黑龙江通信互联网业务营销组合策略进行研究,以期为黑龙江通信公司互
联网业务的可持续发展提供借鉴和参考
关键词:黑龙江通信公司,互联网业务,服务营销,营销组合策略

















i
黑龙江通信公司互联网业务营销组合策略研究

RESEARCH ON MARKETING MIX TACTIC
OF BUSINESS OF HEILONGJIANG
PANY
ABSTRACT
pany C is the munication operator of
business in the province。In the face of the petition, an important topic
is placed before pany, leader of the business in Heilongjiang province, as to
what a defensive strategy shall be taken to keep its store capacity and developing increment;
what a marketing strategy shall be taken to defeat the encroachment by challengers, followers
and rivals on the existing market.
Firstly, the thesis ananlyzes the general environment petition enviromoment;
Secondly, it addresses the current situation and existing problems of business of
pany. Then, the thesis indicates the strength, weakness,
opportunity and threats of munication as well as strategy that they can use
according to the above research by utilization of the analyzing methods of “SWOT”. Finally,
after analyzing the Heilongjiang market and buyer behavior of Heilongjiang
market, government market and enterprise market and city family market and countryside
family market are as the target market of m business, the thesis puts forward
the advice that broadband value-added turn into the core value on marketing mix
strategic of munication.
This thesis is a resea