文章首先回顾了服务及服务营销理念的提出、发展和运用过程，然后分析了
电信企业的竞争力及服务现状，结合“北京网通”的特点，提出了加强服务营销
的意见和建议。
本文分三章：
第一章 服务的发展进程及内涵，服务对电信行业的重要性，从而引出服
务营销的理念。
第二章 分析了北京网通现有产品，应用波特理论和 SWOT 理论详细分析
北京网通面临的竞争形势和市场前景，找准目标市场及努力的方向。
第三章 通过对北京通信市场客户结构的细分，重新划分客户群，并提出
营销方案和解决的具体办法，最后，针对小灵通做了营销分析。
关键词：电信企业；北京网通；服务营销
Abstract
With competition in telecom market becomes fiery, how to improve the core
competence has been the primary issue with which all telecom enterprises are
confronted. Since telecom enterprises, from different countries, all invest more into
market; it is difficult to keep the predominance as before, only with the advancement
of communication technology and improvement of network. As a result, service
becomes a key to show the otherness between different telecom enterprises. And the
common understanding in telecom industry is to reinforce marketing station through
service competition. Therefore, service marketing becomes an important way of
service competition. However, the domestic telecom enterprises are not aware of the
importance of service, because they monopolize the market for a long time. So, it is
necessary to study how to develop the service marketing among telecom enterprises.
First, article reviews the process of how to put forward, develop and carry out the
idea of service and service marketing. Then, it suggests strengthening service
marketing in accordance with analysis of competence and actuality of telecom
enterprises and specialty of China Netcom Beijing Branch.
Chapter 1 The developing course of service and its connotation, the
importance of service for telecom business, which consequently educe the idea of
service marketing.
Chapter 2 Analyzing the current production of China Netcom Beijing Branch
in existence, applying Baud Theory and SWOT Theory to analyze competed position
and market foreground which China Netcom Beijing Branch have to face in detail,
ensuring the market objective and endeavored orientation.
Chapter 3 According to the detailed classification about the client structure of
Beijing telecom market, reclassifying the groups of clients and making out marketing
blueprint and detailed solution. At last, aiming at Personal Access Phone System,
making the marketing analysis。
Keywords: Telecom Enterprises; China Netcom Beijing Branch; Service
Marketing
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