通信企业4G时代流量营销策略研究

Traffic marketing strategy research of communication enterprises in the 4G era

随着移动互联网的普及和第三方应用的深入,运营商数据流量呈现出爆炸性增长。与此相对应的流量营销从根本上改变了运营商的价值创造方式,并成为各运营商获取竞争优势的关键手段。如何在4G时代流量营销的争夺战中赢得主动成为通信企业当前面临的迫切问题。文章通过分析各通信企业4G时代流量营销策略存在的问题和原因,提出了适应4G时代的流量营销策略。

With the popularity of mobile Internet and the development of the third party applications, operator data traffic shows explosive growth. And the corresponding traffic marketing has fundamentally changed the way of value creation of the operators and become the key means to obtain competitive advantage. How to be the winner in the marketing battle in the 4G era has become the urgent problem that the communication enterprises are facing. By analyzing the existing problems and reasons, this paper puts forward the traffic marketing strategy to adapt to the era of 4G.