摘 要
近年来,教育部出台了《教育信息化十年发展规划（2011-2020 年）》,国务院 2012 年
召开了专题研究教育信息化的工作会议，标志着全国范围教育信息的推广工作进入到一个
新的阶段。国家对教育信息化工作的重视程度不断加大。
随着 2009 中国电信行业第三次重组的完成，山东境内山东移动、山东联通、山东电
信三家运营商在行业市场的竞争进一步加剧，教育行业是三家运营商聚焦领域，由于山东
教育信息化起步较晚，目前尚处在同一起跑线,因而山东移动如何通过教育信息化产品的
推广，抢占山东教育行业市场先机，提升行业份额，成为山东移动行业信息化推广所面临
的的一个重要课题。
本文结合市场营销学的相关理论，从山东移动教育行业的竞争环境分析入手，运用
PEST 模型、波特的五力模型等方法，对山东移动教育信息化发展所面临的宏观环境、行业
环境进行了详细分析，指出所面临外部竞争时的机会和威胁；利用 SWOT 模型，对山东移
动内部环境进行深入的剖析，找到其内部的优势和劣势。同时,对山东移动教育行业信息
化产品的现状、业务资费、发展渠道等现状进行了分析，提出了山东移动在教育信息化领
域存在的产品单一、发展渠道单一、资费缺乏组合套餐、与客户沟通不足、对教育行业合
作伙伴 SI 管理缺乏规范等问题，并在通过深度访谈方式总结出的教育行业客户需求的基
础上，有针对性的结合 4C 营销理论，从顾客、成本、便利、沟通 4 个角度对山东教育行
业信息化产品营销策略提出了打造“数字校园”教育信息化平台、创新发展“班班通”业
务、引入电子书包业务、打造教育信息化专用套餐、引入教育信息化销售代理拓展业务发
展渠道、建立规范教育行业 SI 管理考核体系等改进的建议。
关键词：山东移动, 教育行业, 信息化产品, 营销策略
ABSTRACT
In recent years, the Ministry of Education issued a education informatization ten year
development plan (2011-2020), in 2012 the State Council held a seminar on information
technology in education work conference, marking the national education information promotion
work into a new stage. National importance of education informationization work continuously.
As the 2009 China Telecom Industry third times to complete the restructuring, the territory
of Shandong Shandong, Shandong, Shandong Telecom Mobile Unicom three operators in the
market competition further intensified, the education industry is the three operators focus areas,
due to the Shandong education informatization started late, is still at the same starting line, so
how to through the promotion of Shandong mobile education information technology products,
to seize the Shandong education industry market opportunities, enhance the industry share,
become Shandong's mobile industry informatization promotion facing an important issue.
In this paper, combined with the related theory of marketing, starting from the analysis of
Shandong mobile education industry competition environment, using PEST model, Potter's five
forces model, analyzed in detail the macro environment, in the face of the development of
mobile education informationization in Shandong industry environment, points out that the
external competition opportunity and threat faced by SWOT model;, analyzes internal
environment of Shandong mobile, find its internal strengths and weaknesses. At the same time,
the status of information products, Shandong mobile education industry business rates, channel
development were analyzed, proposed the Shandong mobile presence in the field of educational
informatization, the single product development channels of a single, tariff package, lack of
communication with customers, lack of cooperation on education industry partners SI
management is lack of such problems, and based summed up in the education sector through
in-depth interviews on the needs of the customers, for the combination of 4C marketing theory,
from the customer, cost, convenience, communication 4 aspects to build the Digital Campus
education information platform, innovation and development business class, introducing the
ebook business to build educational information, special packages introduction of educational
information, sales agents to expand business development channels, establish the standard of
education industry SI management evaluation system and suggestions for improvement of
Shandong education industry information, product marketing strategy.
KEY WORDS：Shandong mobile, Education industry, information product, marketing
strategy