摘 要
工业和信息化部在2013年12月4日正式向中国移动、中国电信和中国联通三家运营商发布4G牌照，国内三大运营商均获得TD-LTE牌照。这也代表着在3G业务商用时间超过五年以后，国内三家主要的电信运营商都拿到了名正言顺地4G业务的商用牌照，各家运营商部署4G工作的脚步也将进一步加快。在4G牌照发放后，三家运营商又重新站在了同一起跑线上，4G市场将是一个待分割的大蛋糕，三家运营商谁能在4G的竞争中抓住最佳的市场机遇，谁就能从中获益良多。
本文以中国联合网络有限公司沈阳市分公司（以下简称“沈阳联通”）为研究对象，围绕沈阳联通的4G业务营销策略这一主题，分析4G业务营销中存在产品单一，销量不足的问题，并深入探讨其产生的原因。通过宏观环境分析、波特五力模型、STP分析等方法，针对存在的问题点，提出相应的解决方案。论文共分七个部分，从沈阳联通目前经营现状入手，分析存在的问题；对沈阳联通的营销环境和4G发展现状进行阐述，对沈阳联通面临的市场环境和竞争情况进行分析；在细分市场和并选择目标市场定位后；提出沈阳联通4G发展策略，并从营销目标、产品策略、价格策略、渠道销售策略四个维度进行详细说明；最后一部分对营销策略执行过程中的支撑保障进行了阐述，对网络支撑提出了要求，制定了营销考核激励措施，从而保证营销策略实施到位。本文通过对沈阳联通4G营销的系统分析，得出相应的发展策略和措施，并将研究成果应用到实际生产中去，为企业4G业务发展提供参考。
关键词：沈阳联通；4G业务；市场营销
Abstract
The Ministry of Industry and Information Technology,on December 4th, 2013, officiallyissued 4G licenses to the China Mobile, China Telecom and China Unicom and the three majordomestic operators have the TD-LTE license. This means that after nearly five years of the 3Gcommercial operation, the three major domestic telecom operators finally provide the 4Gservice to market. Therefore the operators is accelerating the 4Gdeployment. After 4G licenseswas issued, three operators stand on the same starting line and the 4G market is becoming abigger cake. Who could grasp the best opportunity in the market competition, it can benefit fromthem.
This thesis selects the Shenyang branch company, China Unicom （hereinafter referred toas the “Shenyang Unicom”） as the research target, focuses on the marketing strategy ofShenyang Unicom 4G business and analyzes the 4G marketing issues, such as unitary variety ofproducts and sales problems, to discover the reasons. Through the macro environment analysis,Potter's five forces model, STP analysis and other methods, questions existed, I am willing topropose the corresponding solution. The thesis consists of seven parts, from the currentmanagement situation of Shenyang Unicom, analyzes the existing problems of ShenyangUnicom, presents the marketing environment and the 4G development situation of ShenyangUnicom, analyzes the market environment and the competition situation,segments the marketand positions the market. It also proposes the 4G development strategy of Shenyang Unicomand describes from the four dimensions of target marketing,product strategy, price strategy andsales channel strategy. In the last part, the thesis discusses the marketing strategyimplementation, provides the requirements to the network, and formulates the marketing andsales assessment and incentive measures, so as to ensure the implementation of marketingstrategy. Through systematic analysis on Shenyang Unicorn's 4G marketing, this thesis obtainsthe strategies and measures. The research results will be applied to the practical production andassure enterprises to achieve successful development goals of 4G.
Keywords: Chinaunicom Shenyang Branch,4G business marketing, strategy
目 录
摘要
Abstract
1绪论
1.1选题背景
1.2研究意义
1.3研究的思路和方法
2相关理论综述
2.1 PEST分析法
2.2波特五力模型
2.3STP 分析
2.44P 理论
3沈阳联通4G业务营销环境分析
3.1宏观环境分析
3.1.1自然环境
3.1.2经济环境
3.1.3社会人文环境
3.1.4技术环境
3.2行业环境分析
3.2.1行业内的竞争情况
3.2.2消费者的议价能力
3.2.3通信运营商的议价能力
3.2.4潜在进入者的威胁
3.2.5替代性产品的威胁
3.3沈阳联通内部环境分析
3.3.1沈阳联通资源现状分析
3.3.2沈阳联通营销体系分析
3.3.3沈阳联通4G业务营销现状分析
4沈阳联通4G业务营销策略制定
4.1 市场细分
4.1.1 公众客户市场
4.1.2政企客户市场
4.1.3中小客户市场
4.1.4校园客户市场
4.2目标市场选择
4.3沈阳联通4G业务市场定位
5沈阳联通4G业务营销策略
5.1营销目标
5.2产品策略
5.2.1基本产品策略
5.2.2组合产品策略
5.2.3行业应用产品策略
5.3价格策略
5.3.14G产品的价格策略
5.3.24G产品的价格体系
5.4各渠道销售策略
5.4.1公众客户渠道销售策略
5.4.2政企客户渠道销售策略
5.4.3中小客户渠道销售策略
5.4.4校园客户渠道销售策略
5.5 宣传促销策略
6沈阳联通4G业务营销策略实施保障
6.1完善4G网络覆盖
6.2提高网络维护水平
6.3做精网络优化工作
6.4完善绩效考核体系
参考文献
致谢
