3G产品体验式营销策略思考与探析_市场营销本科毕业论文.doc

本科毕业论文
3G产品体验式营销策略思考与探析

2013 年 6 月 1 日
3G产品体验式营销策略思考与探析
摘要
自2009年工业和信息化部为***、中国电信和中国联通发放三张分别为TD-SCDMA、CDMA2000、WCDMA的3G牌照后,3G产品营销活动如火如荼的开展开来,3G各种终端产品销售火热,而也一度成为炙手可热的话题。本文介绍了我国3G的含义、3G主要产品、3G产品的发展现状和未来发展趋势的前景展望、体验式营销的概念、特点、形式,阐述了3G产品体验营销策略,分析了现阶段3G产品体验式营销中存在的问题,例如:3G费用缺乏弹性且费用偏高,顾客参与度仍然相对较低,营销观念滞后,产品品质差强人意,应用枯燥等等。最终提出可供参考的可行性建议:树立“顾客导向”的全面体验营销观念,体验营销的策略组合,国内运营商3G业务体验营销策略建议,精细化服务破解同质化等等。
关键词:3G产品,体验营销,营销策略
ON THE 3G PRODUCTS' EXPERIENTIAL MARKETING STRATEGY
ABSTRACT
Since 2009,the Ministry of Industry and Information Technology of the People’s Republic of China for the China Mobile, China and China issued by 3G license,they were TD-SCDMA、CDMA2000 and product marketing activities carried out products are sold quickly and 3G is also es a hot article describes the meaning of 3G, 3G product development status,prospects,the experiential marketing’s meaning,characteristics and then analysis 3G products’ experiential marketing stages and as 3G costs inflexible and expensive,customer participation is still relatively low, lagging marketing concept, product quality is also unsatisfactory, applications are boring and so , put forward the a "customer-oriented" concept of prehensive’s experiential marketing, experiential marketing strategy mix, the proposals for 3G domestic carriers,fine service crack homogenization.
KEYWORDS:3G products, experiential marketing, marketing strategy
目录
摘要(中文) Ⅰ
摘要(外文) Ⅱ
绪论 1
1 3G发展现状与趋势 1
3G的含义以及3G产品 1
3G的含义 1
3G产品 1
3G发展现状 2
中国3G用户的数量、规模显著增加与扩大 2
通信运营商三足鼎立,均推出3G业务 3
我国3G网络已基本覆盖全国 3
产业链融合更为突出 3
3G发展趋势、前景展望 3
网络传输速度更为提升 3
手机功能强大,视频、购物功能更加明显 3
用户需求个性化趋势 3
网络宽带化、融合化趋势 4
开放的业务应用平台和双模/多模终端趋势 4
3G业务继承性、扩张性发展 4
2体验营销 4
体验营销的概念 4
体验式营销的特点 5
以客户体验为宗旨,重视顾客的积极参与 5
注重个性化 5
体验营销的形式 6
思维体验 6
感官、知觉体验 6
美学体验营销