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1、廣東移動流量業(yè)務(wù)營銷策略研究----市場營銷論文-->ChapterIIntroduction1.1ResearchBackgroundAccordingtothepublicizeddataofthe38th“ReportofInterdevelopmentinChina”releasedbyChinaInterNetationCenter(NIC)inJuly2016,thenumberofInterusersinChinareaches710millionbytheendofJune,20
2、16.Thereisanincreasingnumberof21.32millionInterusersinhalfayear.Besides,thepopularityrateofInteris51.7%acrossthecountry,increasingby1.3%paredentofthethirdandfourthgenerationofmobilemunicationobileterminaldevices,Chineseizensaremorelikelytousemobilede
3、vicesintermsofsurfingInterbytheirPCathome.Accordingtothepublicizeddataofthe38th“ReportofInterdevelopmentinChina”,thereare656millionpeopleobilephonestoaccesstoInterinChina,illionparedobileInterusersaccountfor92.5%ofalltheizensinChina,and24.5%izensusem
4、obilephonesastheonlydevicestoaccessInter.Inaddition,thereare38.5%ofizensobileinaldevices,mobileInterapplicationshaveplayedaveryimportantroleinsatisfyingusers’variousneeds.TraditionalChineseinterpanyrepresentedbyAlibaba,TencentandBaiduhavetakeninitiat
5、ivetoservepeople’sneedsinmobileInterapplicationscenariossuchasinstantmessage,mobilephone,mobilepaymentandmobiletravelasobileInterhaveplayedanessentialpartinChinesepeople’slivesinbothurbanandruralareas...........................1.2ResearchSignificance
6、Onthebasisofservicesmarketingtheory,customervaluetheory,andconsumerbuyingdecision-makingtheory,thisresearchusescasestudymethodtoanalyzethemarketingstrategiesofGMCC’sdatatrafficservices,aftermakinganintegratedevaluatetothebackgroundofChinesemobileInte
7、rdevelopmentandpetitionenvironmentofthedomestictelemunicationindustryinChina.ItaimstofindouttheproblemsofGMCC’sservicesmarketingstrategiestounicationoperatorsinChinatorebuildtheirpetitionadvantageinthetelemunicationindustrialchainandfindoutthemawhich
8、theirdatatrafficbusinessarefacingto.........................ChapterIILiteratu-->reRevieyandtheexacerbationofpetitionamongserviceindustries,serviceenterprisespaymoreattentiontoservicemarketingstrategy.Theconceptof“servicesmarketing”canbeunderstoodinmu
