移动通信企业细分市场营销管理技术选择研究——基于营销工程学的视角  

Research on the Choice of Marketing Management Techniques in Segment Market of Mobile Communication Operators——Based on the Perspective of Marketing Engineering

作　　者：包晨晨[1] 许路[2] BAO Chen-chen XU Lu(School of Business, Renmin University of China, Beijing 100872, China School of Business, China University of Political Science and Law ,Beijing 100088, China)

机构地区：[1]中国人民大学商学院,北京100872 [2]中国政法大学商学院,北京100088

出　　处：《技术与创新管理》2017年第2期189-195,共7页Technology and Innovation Management

基　　金：国家自然科学基金重点项目"我国信息资源产业发展政策及管理研究"(71133006)

摘　　要：当下移动通信行业的市场环境正发生着巨大的变化,各移动通信运营商在重要的细分市场——高校市场中的竞争越来越激烈,其营销管理技术选择亦需具有针对性。文中以营销工程学理论为基础,应用联合分析法、正交试验设计法、ADBUDG模型等,从产品、渠道、促销、价格4个角度进行研究,并得出了相关结论:大学生在购买套餐时不仅考虑价格因素,也注重上网流量;线上渠道比线下渠道的作用更大,但线下渠道中的实体营业厅仍是竞争的关键;虚拟运营商应大力培育大学生通过线上平台办理入网业务的习惯;可以利用ADBUDG模型作为促销预算决策的依据;总体来看各运营商的边际成本相当低,都具有很大降价空间。As the market environment of mobile communication industry is undergoing tremendous changes,the competition among mobile communication operators is becoming more and more intense in the university market,an important segment market. In this paper,the operators＇ choice in university marketing management techniques is targeted. Based on the theory of marketing engineering,this paper used the methods of conjoint analysis,orthogonal experiment design,ADBUDG advertising model and so on,to research the campus marketing strategy of mobile communication operators from perspectives of product,place,promotion and price. And the results show that students in the purchase both consider the Price and Internet traffic factors; Online channels have a greater impact than offline channels,but offline business entities are still the key to competition; Virtual operators should vigorously cultivate college students through the online platform for network access business habits; Operators can use the ADBUDG model and the profit function as the basis for the promotion budget decision; Overall,the marginal cost of the operators is very low,they have great room for price cut.

关 键 词：移动通信运营商 高校市场 营销管理技术 营销工程学 

分 类 号：C939[经济管理—管理学]