摘要：
目前，在國內(nèi)移動通信市場需求保持持續(xù)增長，電信管制逐步加強(qiáng)，移動通信市場競爭層次逐步提升的環(huán)境下，重慶移動通信公司面臨著市場發(fā)展速度放緩以及來自重慶聯(lián)通和重慶電信競爭的多重壓力。盡管重慶移動通信公司積極應(yīng)對競爭，但受到的競爭沖擊仍然很大，老用戶流失嚴(yán)重，新增市場占有率不斷下降。在新的機(jī)遇與挑戰(zhàn)面前，重慶移動通信公司如何保持在重慶移動通信市場競爭中的主導(dǎo)地位，如何應(yīng)對新的市場環(huán)境是一個值得研究的課題。本文以重慶移動通信為研究案例，結(jié)合國內(nèi)外專家的理論研究與實踐經(jīng)驗，分析了電信行業(yè)的競爭結(jié)構(gòu)，闡述了重慶當(dāng)前的移動市場形勢，并發(fā)掘出影響企業(yè)經(jīng)營發(fā)展的關(guān)鍵要素，為重慶移動如何強(qiáng)化自己的競爭優(yōu)勢提出可行的戰(zhàn)略方案，及對其市場營銷策略的選擇提出了建設(shè)性的意見和建議，力求尋找一條健康、可持續(xù)的移動通信企業(yè)發(fā)展之路。
關(guān)鍵詞：移動通信 ；市場營銷；SWOT分析；對策

Study of Marketing Strategy of chongqing Mobile Communication Company


Abstract: Currently, mobile communications market demand to maintain a sustained growth, telecommunications regulators to gradually strengthen, Mobile communications market competition level increased gradually environment, Chongqing Mobile Communication Company is facing slower pace of market development and from Chongqing Unicom and Chongqing Telecom competition multiple pressures. Although Chongqing Mobile Communication Company actively respond to competition, but by the impact of the competition was still very high, serious loss of the old users, additional market share has been dropping. In the new opportunities and challenges before us, Chongqing Mobile Communication Company in Chongqing how to maintain the mobile communications market competition to the dominant position how to deal with the new market environment is a topic worthy of study. Based Chongqing Mobile Communication case study, the combination of domestic and foreign experts to study the theory and practice experience, analysis of the competitive telecommunications industry structure, explained Chongqing current mobile market. Concurrent exhumed impact business development a key element, Chongqing Mobile for how to strengthen their competitive advantage possible strategic options and its marketing strategy choices for their constructive comments and suggestions in order to try to find a healthy, sustainable mobile communications business development.
Key words: mobile communication ；marketing ；SWOT analysis ；counter measures