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1、AbstractWiththerapiddevelopmentofthenetworksociety,therapidpopularizationofmobileInternetandintelligentterminal,istopromoteandacceleratethewholecommunicationindustrytechnologyandbusinessmodelchange,andthischangewillhelptelecomoperatorstoenterthetrafficoperationtime.Cu
2、rrently,ChinaMobilefacescompetitionandglobalmarketoperatorsoperatingmainlyfromtwoaspects-Ontheonehand,thetraditionaloperatorscompeteinthestockmarketfurtherintensified;ontheotherhand,theemergingInternetserviceforshort,thesubstitutioneffectofMMS,thetraditionalvoicehasbe
3、comeincreasinglyprominent,thetraditionalrevenuedecline・ChinaMobilewantstoOTTimpactisobvious"afterthespeechtime”tokeeptheleadingpositionandcompetitiveadvantage,mustcomplywiththerequirementofthemarketenvironmentanddevelopmenttrendofdevelopment,thetransformationandupgrad
4、ingoftrafficoperation.Therefore,thispapertakesMaomingmobiletrafficoperationastheresearchobject,fromtheperspectiveofthework,combinedwiththecompany^developmentandmarketoperation,throughtheSWOTanalysismethodusingstrategyanalysis,analysisofthecurrentflowofbusiness,theadva
5、ntagesanddisadvantages,opportunitiesandchallenges.Atthesametime,basedonthestatusquoofMaomingmobiletrafficoperationanalysis,tounderstandtheflowofoperationoftheinternalandexternalenvironment,andthelongitudinalcomparisoncompetitorstrafficoperation,sumsuptheexistingproble
6、ms.Finally,aimingattheexistingproblemsofMaomingmobiletraffic,usestrategicthinking,marketingknowledge,trafficoperationstrategiesandconcretemeasurestomakethecorresponding,Maomingmobiletokeeptheleadingpositioninthelocalcompetition.Keywords:Trafficoperation,Mobileinternet
7、,Overthetop摘要AbstractII图目录V表目录VI1绪论11.1研究背景和意义11.2国内外研究现状21.3研究思路及内容32流量经营相关理论与分析方法62.1流量经营相关概念62.2战略管理相关理论72.3市场营销相关理论92.4分析方法103茂名移动流量经营现状分析123.1茂名移动公司概况123.2茂名移动流量市场现状123.3茂名移动流量营销现状133.4茂名移动流量营销存在的问题184茂名移动流量运营市场环境分析214.1茂名通信市场分析214.2茂名移动流量经营外部环境分析224.3茂名移动流量经营的行业
8、竞争分析234.4茂名移动流量经营SWOT分析255茂名移动流量经营策略及实施305」流量客户市场细分305.2茂名移动流量营销组合策略315.3茂名移动流量营销策略研究及落实33结束语40致谢41参考文献42图目录图1.1研究框架图5图2・1波特
