随着智能手机的普及和移动互联网应用的不断丰富,手机通信进入移动互联网

时代,在电信企业完成重组后,3G网络不断完善,我国的移动通信市场面临的竞

争将愈发的激烈。近二年来,手机通信市场逐渐趋于饱和,手机客户增长速度开始

变缓。与此同时,数据业务开始暴发出强劲的增长势头,成为拉动公司收入持续增

长的重要驱动力。在诸多的数据业务中,传统数据业务的发展速度均出现了不同程

度的下降,而手机上网业务却一枝独秀,保持着持续强劲的增长势头,已成为数据

业务中耀眼的明星,手机上网业务也成为移动公司经营战略的重要方向之一。而对

庞大的中国移动组织机构来说,中小城市占据了相当大的比例,对中小城市开展手

机上网业务营销拓展研究,具有十分典型的意义,可以更好的促进手机上网业务的

发展,带动移动公司整体上网业务更快的苹展,为即将到来的4G储备丰富的资源,

在未来的竞争中始终保持有利、主动的地位。

本文将运用市场营销学、企业战略管理、SWOT分析和社会化媒体营销等有关

的方法和理论,选择中小城市之一的漯河,进行研究,结合漯河地区当前手机上网

业务的发展情况,提出如何在漯河当地对手机上网的业务进行推广,并制定相关的

营销策略,为其他中小城市手机上网业务的拓展提供帮助和指导。

本文得出的主要结论为,漯河移动应$分发挥客户规模优势和资源优势,借鉴

社会化媒体营销理论知识,围绕4P转型对谭河移动手机上网业务的拓展策略,通过

大力发展G3终端完善配套服务、优化资费体系提升客户口碑、优化渠道合作方式

和创新营销等方式,充分挖掘手机上网业务潜力,加快手机上网业务的普及速度,

提高手机上网老客户的价值,使手机上网业务贡献更多收入,促进移动公司实现又

快又好的发展。

关键词:手机上网、营销策略

ABSTRACT

With the development and popularization of mobile Internet

application of intelligent mobile phone constantly, mobile phone

communication in the mobile Internet era, in the completion of the

reorganization of telecom enterprises, 3G network continues to improve,

facing China's mobile communications market competition will be

increasingly fierce. In the past two years, mobile phone communication

market gradually saturated, mobile phone customer growth rate began to

slow. At the same time, data business started in a burst of strong growth

momentum, pulling into the important driving force of the company

sustainable revenue growth. In many data business, the development speed

of traditional data services were decreased in different degree, but the

mobile phone business is thriving, maintained a strong momentum of

growth, has become a shining star in data service, mobile phone Internet

business has become one of the important direction of Mobile Corporation

management strategy. China Mobile and the huge organization, the center

city to occupy a considerable proportion, Internet business marketing

mobile phone to small and medium-sized city, is of typical significance, can

better promote the development of mobile phone online business, the

Mobile Corporation as a whole Internet business development faster, 4G

rich reserves of resources coming, always keep the advantage, active

position in the future competition.

The theory and method of this paper will use the economics,

management, marketing and other related research, small and medium-sized

cities of Luohe City, with the development of mobile phone online business

in Luohe area, is widely put forward how to surf the Internet to mobile

phone in Luohe local business, and the development of relevant marketing