福建移动语音服务深度运营
The Depth Operationing on Voice Service Of China Mobile Fujian Branch
Abstract
我国通信市场经过十多年的高速发展,市场已日趋饱和;同时电信行业经过数次的分拆重组和发展,行业进入了全业务竞争时代,各运营商提供的网络、产品、业务趋向同质化;而来自OTT应用以及手机终端厂商等其他行业的竞争也日趋加剧。在这样的背景下,语音服务滞胀成为通信运营商的难题。 本文首先借助PEST、4Ps等营销理论对福建移动语音营销的宏观环境与微观环境进行分析,发现影响营销活动的主要因素;然后对福建移动语音服务运营情况进行深度分析,发现“本地市话”与“国内长途”下降较多,并从新增、存量、流失三大市场分解,再聚焦到具体市场,从ARPU、网龄、新增来源等维度细分,进一步锁定影响语音服务的细分群体。 然后... The telecom market in China has become gradually saturated after decades of high speed development, meanwhile, the telecom industry has entered the full-service competitive generation after several times of splitting, re-organization and development.Carriers provide similar network, products and services day by day, what’s more, competition from other industries such as OTT application and handset...