福建移动语音服务深度运营

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...