文中分析了现在电信业的激烈的竞争格局。三大运营商中国电信、中国移动
和中国联通公司占据了电信业的主要市场。在全业务运营的格局下，三大运营商
的竞争越来越激烈。
各运营商都想在激烈的竞争中获得更多的市场份额。营销策略的制定对于运
营商的成败起到了关键的作用。对于任何一个运营商来说，都需要先制定一个正
确的战略目标，而后在战略目标的指引下进行营销策略的制定。一个正确的营销
策略受到多种不同因素的影响。因此它的制定是一个长期的、复杂的过程。
中国电信的营销策略的制定受到外部环境和内部环境的影响。其中外部环境
主要是政策环境、经济环境、技术环境和社会环境。内部环境主要是指电信业的
发展、全业务的发展和该中国电信的发展情况。文中对这些影响营销策略的因素
进行了详细的分析。
通过分析这些影响营销策略的因素，本文最终制定了在产品、服务、价格、
渠道、促销和合作共赢都方面的营销策略。这些营销策略分别针对高端用户、集
团大客户、家庭用户和农村用户等几个不同的方面进行了详细的营销策略的制
定。
关键字：全业务；电信；战略；市场环境；移动终端
Abstract
In the paper, through the method of literature review, comparison and example,
the writer analysis the internal and external environments of a telecommunications
company . The writer analyzes and researches the marketing problem in the two
environments. The studies in the paper of the directions of telecommunications in all
business have some guiding significances.
This paper analyzes the present telecommunication industry competition pattern.
Three big operators China Telecom, China Mobile and China Unicom Company
occupied the telecom industry's major markets. In all business operation patterns, the
three major operators compete more and more fierce.
The operators want to gain more market share in the fierce competition.
Marketing strategy has played a key role for the operator's success. For any operators,
they all need to formulate a correct strategy, and then formulate a marketing strategy
under the guidance of the strategic. A correct marketing strategy is affected by many
different factors. Therefore its formulation is a long-term, complex process.
The marketing strategy of Telecommunications Company in Guangdong is
affected by the external environment and internal environment. External environments
are policy environment, economy environment, technology environment and social
environment. Internal environments are the development of telecommunication
industry, the development of all business and the development of the
Telecommunications Company. The paper analyzes the influence of the factors in
detail.
Through analyzing the factors of marketing strategy, this paper finally developed
the marketing strategy in the product, service, price, channel, promotion and
cooperation and win. These marketing strategies respectively for the high-end users,
the group of large customers, home users and rural users and so on.
Keywords: all business; telecommunications; strategy; marketing; environment;
mobile terminal
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