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Dongguan mobile data services marketing channels research

Author: TangZuo
Tutor: CaiShuQin
School: Huazhong University of Science and Technology
Course: Business Administration
Keywords: Dongguan Mobile Data services Marketing channels Optimization strategy
CLC: F626
Type: Master's thesis
Year: 2011
Downloads: 48
Quote: 0
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Abstract


After ten years of development , the mobile communication data services have become the telecommunications industry beyond the traditional voice business growth in the second lifeline . Currently the industry and the telecommunications industry data services for mobile communications product research is focused on the analysis of business models and customer needs both aspects of products , for data services product marketing channels are less involved in research . Based on the analysis of data services, marketing channels and channel marketing effectiveness research, empirical cases from a variety of mining, summarized data traffic characteristics and performance of marketing channels , and to the marketing of products based on the data business needs and market changes , to find out of mobile data services marketing channels Dongguan problems and current problems of marketing channels from starting , through electronic channels and physical channels two types of channels, as well as the basic operating situation analysis data services marketing research analysis to case studies, thematic research other empirical research methods to analyze data, business marketing, business marketing channel performance situation , seek some data services marketing channel marketing performance improvement and upgrade directions. In addition, the physical channels of the research process , the introduction of social network channels depth value chain analysis , social network channels from the physical value chain operational structure , value delivery characteristics , operational key factors and operational performance improvement research and analysis of factors such as start, seeking substantive social outlets channel marketing various factors affecting the performance improvements and draw the channel 's marketing performance optimization direction . Finally, this paper data services product content , marketing needs and characteristics of various types of marketing channels , based on the integration of electronic channels and physical channels of two levels of social marketing channel performance analysis and research, the localized data traffic optimization marketing channels strategies , thus promoting Dongguan Mobile data services become more efficient marketing channels and better promote product sales data service type from the experience , extensive mode to intensive type , channel marketing changes.

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CLC: > Economic > Posts and Telecommunications economic > Telecommunications > Telecommunications business organization and management
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