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目 次
1 引言 ·································································································································· 1 2 中国电信业务与天翼3G概述 ······················································································· 2 2.1中国电信的发展现状和前景 ·························································································· 2 2.2天翼的营销特点 ·············································································································· 3 3天翼3G手机在营销中存在的问题 ·················································································· 5 3.1资费套餐同质化 ·············································································································· 5 3.2手机品牌款式单一 ·········································································································· 5 3.3维系新老客户 ·················································································································· 6 3.4发射基站网点少 ·············································································································· 6 3.5促销活动缺乏吸引力 ······································································································ 7 3.6低价策略成为主要营销手段，价格战愈演愈烈 ·························································· 7 3.7电信增值服务 ·················································································································· 8 3.8加强品牌宣传 ·················································································································· 8 3.9前期定位失准 ·················································································································· 9 4 天翼手机营销的改进策略 ······························································································ 10 4.1加强天翼品牌建设 ········································································································ 10 4.2运用挖墙脚的策略夺取用户资源 ················································································ 10 4.3建立天翼手机营销体系，开展业务联动营销 ···························································· 11 4.4应用科学合理的价格策略 ···························································································· 11 4.5加强促销宣传，培养3G手机体验 ············································································· 11 4.6重视客户细分，加大产品创新力度 ············································································ 11 4.7巩固基础，扬长避短 ···································································································· 12 4.8完善客户群 ···················································································································· 12 4.9加强零售网点建设 ········································································································ 13 4.10通过业务外包和关系营销融合CDMA手机业务销售 ············································ 14 4.11加强信息化等其它先进技术的建设 ·········································································· 14 4.12提高客户忠诚度 ·········································································································· 15 结 论 ···································································································································· 16 致 谢 ···································································································································· 17 参考文献 ······························································································································ 18
表3-1运营商资费对比表 ?????????????????????????5
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1 引言
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2008年中国互联网网络信息中心公布的第22次《中国互联网发展状况统计报告》显示中国2.53亿网民中使用手机上网的已经超过7300万人，而半年之前使用手机上网的人数只有540万。随着手机保有量的高速增长，手机互联网市场的空间正在赶超电脑互联网市场。据专家预测，到2012年中国无线互联网市场将达到508.91亿元人民币。
从职业看40.7%的手机网民是学生，从年龄段看，30岁以上用户者占9.6%，25岁以上的占26.5%，而18-24岁年龄段的消费者占有份额高达65.5%，说明年轻群体依然是无线互联网的最大消费者。从对3G的价值诉求来看，68%的人都寄希望于通过使用3G技术能够更加方便生活，同时能够帮助工作和提升效率以及享受更加丰富的业务。在针对不同标准的3G网络选择时，支持该网络的手机品牌.手机价格及手机功能成为潜在用户所考虑的前三大因素。3G时代的手机市场集中度将大大升高，HTC.苹果手机.三星.摩托罗拉在用户中树立了良好形象，尤其是再苹果跟HTC,其市场份额有望在3G时代大展拳脚。对于潜在用户接受的3G业务手段主要话费减免。赠送业务两方面，表明目前对于潜在用户来说，其任务移动通信费用价位仍然较高，希望进一步降低费用。随着3G业务的不断成熟，对3G手机用户的争夺将进入白热化，天翼正是基于这样的巨大市场需求应运而生的。他提供的移动互联网增值服务和基本语音，短信等手机功能一起，构成了消费者的核心需求，在满足了基本核心需求后，产品使用的流畅程度，网速快慢，通话语音是否清晰，通过资费的合理性，手机的种类是否清晰，款式是否符合个性化需求，手机电池的续航能力是否长久，辐射绿色环保，售后服务等，随着天翼的深入推广形成的消费者对品牌的认同，这些将构成了客户对天翼的非核心需求，也是左右客户能否选择天翼品牌的重要因素。能否在这方面满足消费者将是天翼成败的关键。
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2 中国电信业务与天翼3G概述
2．1中国电信的发展现状和前景
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2008年中国电信收购CDMA业务进入全业务经营状态实现由分业经营到全业务经营的演变，着力解决于固网运营商的现实困境，前瞻对移动运营商的潜在市场风险，整合网络资源优势，提升信息服务保障能力，营造国内市场公平竞争环境，面向全球竞争力量挑战。
中国电信集团公司在全国31个省（区、市）和美洲、欧洲、香港、澳门等地设有分支机构，拥有覆盖全国城乡，通达世界各地的：“我的E家”、天翼、“商务领航”、“号码百事通”等知名品牌，具备全业务、多产品融合服务能力和渠道体系。总体来说，近年来中国电信的产品结构明显改善，数据业务收入比重稳步提升，话音业务收入逐渐下降，但经营风险依然存在，主要表现在以下方面：受移动业务分流的影响，固网语音业务持续下滑，phs语音业务趋向饱和，受竞争激烈及缺少有效应用等因素的影响，宽带用户ARPU值降低，宽带接入新增用户发展趋缓，增值业务尤其是互联网增值业务规模仍然较小。因此，中国电信必须以客户需求为导向，寻找新的业务增长点，改变增长模式，争取全业务经营，加快业务转型，大力发展互联网增值、tct、号码百事通和信息化应用等重点转型业务。随着国家2008年实施新一轮电信体制改革和2009年初发放的第三代移动通信（3G）牌照，中国电信集团公司迎来了全业务经营和3G发展的新机遇、新挑战。
一年以来，三大运营商在移动通信市场展开了激烈的市场争夺，目前年度运营成果已初步出炉。2010年1月至11月全国移动电话用户净增9483万户，其中中国移动总规模达5.79639亿户。中国联通移动用户为1.65525亿户。中国电信CDMA用户总达到8802万户。从移动用户市场份额看，相比2010年1月，中国移动用户占比例降低了1.38%，而中国联通和中国电信则提高了0.37%和2.11%。从上述市场占比的变化看出中国电信对于中国移动用户的有效撬动。
据国家工信部统计2010年中国移动用户和收入市场占有率均居第一，移动市场还是中国移动一家独大，分别为42.2%和47.5%。中国电信用户市场占有率居第二位，重组后中国电信不再局限于区域性的小灵通移动业务，表明未来移动通讯市场相对固定市场竞争将更为充分。中国电信为满足广大客户的融合信息服务需求而推出的移动业务品牌。 天翼的推出，有效填充了中国电信全业务运营的内涵，
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进一步深化“综合信息服务提供商”的企业品牌定位，充分发挥中国电信的融合业务优势，更好满足广大客户特别是中高端企业、家庭及个人客户的综合信息服务需求。 天翼强调“互联网时代的移动通信”的核心定位，面对语音、数据等综合业务需求高的中高端企业、家庭及个人客户群，提供无所不在的移动互联网应用和便捷话音沟通服务。天翼的数据业务优势会进一步强化中国电信在互联网领域的差异化优势，并不断通过丰富的游戏、娱乐、影音、社区群体等互联网应用，让客户体验“科技创新、自信、时尚活力”的品牌个性。 2011年，中国电信在固网宽带领域将不会延续价格战的策略，而主要将以宽带提速，包年送月等多种灵活的方式提高业务的性价比，增强竞争力。
2.2天翼的营销特点
天翼移动业务是为了满足用户的融合信息服务需求而推出的移动业务品牌。核心定位是面对语音、数据等综合业务需求的中高端企业、加体及个人客户群，提供无所不在的移动互联网应用和便捷话音沟通服务。天翼的数据业务强化了中国电信在互联网领域的差异化优势，并不断通过丰富的游戏、娱乐、影音、社区群体等互联网应用，让客户体验“科技创新、自信、时尚活力”的品牌个性，成为“领先一步、掌握未来”的信息时代先锋。
为了抢占3G市场的先机，中国电信除了聘请形象杨过健康的明星做形象代言人。在各大传播媒体上也投入了大量形象广告。天翼的核心定位是“互联网时代移动通信”率先抢占移动互联网的制高点，取得了一定的先发优势。
中国电信吸引客户优先的业务发展策略是：充分利用FMC捆绑优势与固话、宽带捆绑带来的资费用回和一个账号、一个账单的使用便利，把移动元素注入“商务领航”、“我的E家”等品牌中，实现了有机融合，为用户提供综合信息服务。天翼的捆绑策略上取得了一定程度的成功。依托丰富的固网和互联网资源，电信用一站式服务、一揽子方案满足客户全部通信需求，最大限度地将互联网冲浪体验在天翼手机上重现，全方位满足用户的互联网商务、娱乐、生活、信息咨询等需求。电信的移动业务通过融入“我的e家”和“商务领航”等品牌，正在为用户打造高速率、全域覆盖、使用便捷的手机互联网使用体验。其定制版CDMA移动终端，也将提供语音、短信、彩铃、BREW应用、手机游戏、手机报纸、手机音乐、掌上股市、pushmail等增值应用。中国电信通过手机展示移动号码百事通业务门
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户，采取“搜索+服务”的业务模式，为用户提供了包括本地生活信息搜索、订餐、订房、订票、地图、电子优惠券下载、会员、论坛、特色信息等九大类服务。此外，CDMA手机被誉为绿色环保的通信产品。新疆环保出具的手机电磁辐射检查报告显示手机电磁辐射远远低于我国《电磁辐射防护规定》限定的标准。中国电信在C网数据功能强、绿色环保、保密性高等优势的同时，为用户打造高速率、全域覆盖、使用便捷的手机互联网体验，最大限度将互联网网络体验在C网手机上使用，全方位满足用户互联网商务、娱乐、生活、信息咨询等需求。