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案例背景:中国移动作为国内专注于移动通信发展的通信运营公司,曾成功推出了“全球通”、“神州行”两大子品牌,成为中国移动通信领域的市场霸主。但市场的进一步饱和、联通的反击、小灵通的搅局,使中国移动通信市场弥漫着价格战的狼烟,如何吸引更多的客户资源、提升客户品牌忠诚度、充分挖掘客户的价值,成为运营商成功突围的关键。面对中国电信业营销竞争的新形势,中国移动电信公司从2003年起推出了“动感地带”的营销新策略。
Case Background: As the domestic communications operation company focused on the development of mobile communications, China Mobile has successfully launched two major sub-brands, namely “Global Communications” and “Shenzhouxing”, becoming the dominant market in China’s mobile communications industry. However, the further saturation of the market, China Unicom counterattack, PHS spoiler, so that the Chinese mobile communications market filled with price wars, how to attract more customer resources, enhance customer brand loyalty, and fully tap customer value, as operators The key to success breakthrough. In the face of the new situation of competition in China’s telecom industry, China Mobile telecom company launched a new marketing strategy of “Mozambique” since 2003.