3G时代东莞移动的市场营销策略.doc

3G时代东莞移动的市场营销策略摘要随着电信重组的这张“窗户纸”被最终捅破，全业务运营真正进入了实战阶段。虽然2007年11月下旬，中移动集团公司高层在欧洲路演时就指出，公司将获得固网牌照，并通过光纤到户技术向企业提供包括移动电话、固网及专线等通信服务；虽然中国联通这家重组前唯一的全业务运营商，将固网业务的重点放在宽带业务（包括数据专线业务）；虽然中国电信和中国网通对移动牌照盼望已久，并一直用“小灵通”模拟着移动通信的梦想。但有一点可以肯定地是，对全业务运营，大家都还没有准备好。对于中国移动而言，最薄弱、最担心的是集团客户市场，固网运营商称之为政企客户或大客户、商务客户市场。由于固网运营商在该领域进入时间早，加上固网在安全性、带宽、用户使用习惯等方面的天然优势，中国移动的差距十分明显，不少企业通信支出的70%-80%都交给了固网运营商。如果固网运营商在原有的优势上捆绑移动业务，对客户提供“一站式”解决方案，则新移动的集团客户市场就看上去岌岌可危了。综上所述，全业务运营时代的竞争主战场极有可能是在集团客户市场。该市场的未来格局如何变化，新运营商可以采取哪些有效策略，针对问题，本文将提出几点思考。关键词3G；电信行业重组；竞争策略；SWOT分析ABSTACTWiththerestructuringoftelecommunicationsthis"windowofpaper"piercingtheend,allbusinessoperationsintotheactualcombatphaseofthereal.AlthoughtheendofNovember2007,inMobilehigh-levelgrouponroadshowsinEuropepointedoutthatthecompanywillreceivefixed-linelicense,andthrough-the-homefiber-optictechnologytobusinesses,includingmobilephones,fixedlineandcommunicationsservices,andsoon;althoughChinaUnicomThereorganizationoftheformeronlyfull-servicecarriers,fixed-linebusinesstofocusonbroadbandservices(includingdatalinebusiness);AlthoughChinaTelecomandChinaNetcomonthelong-awaitedmobilelicenseandhasbeenthe"LittleSmart"simulationThedreamofmobilecommunications.Butonethingisforsureisthatfortheentirebusinessoperations,wearenotready.ForChinaMobile,theweakest,mostworriedaboutisagroupofcustomermarkets,fixed-lineoperatorcalledtheenterprisecustomerorcustomers,businesscustomermarket.Asthefixednetworkoperatorsinthisareaintotheearlyhours,andfixedinthesecurity,bandwidth,userhabits,andsoonthenaturaladvantagesofChinaMobile'sveryobviousgap,anumberofcommunicationscompaniesspending70%-80%Tothefixed-lineoperator.Ifthefixed-lineoperatorintheoriginalbundleontheadvantagesofmobilebusinesscustomers"one-stop"solutions,thenewmobilecustome