I
摘 要
信息及通讯技术日新月益，行动化的工作、生活与学习方式是全球新趋势，同时
也是提升个人与国家行动竞争力的关键要素。首先介绍了企业的业务发展现状、产业
链现状和技术环境现状，并分析了公司面临的市场营销现状，指出了市场营销方面存
在的六个主要问题，而后利用 SWOT 分析的方法深入研究分析了 F 分公司面临的竞
争态势，对 F 分公司的强势、弱势、面临的机遇和挑战分别进行阐述，结合实际情况
与市场的潜在需求指出了移动通信市场的发展方向和未来的发展趋势
通过对重庆移动 F 分公司现有客户进行数据挖掘和用户调研，根据用户消费行
为、消费心理以及人口变量特征进行了用户市场细分，同时对通信市场进行了总体潜
量预测和目标市场定位，指出在保留老客户的同时，农村市场、学生市场是主要的新
增市场。同时，研究认为在数字网络趋势下，产业间界线越来越模糊，跨业合作与竞
争越来越剧烈；民众对于电信频宽的需求与日俱增，市场未来潜力无穷；数据网络逐
渐取代传统语音通讯；由电信业者营收可以知道传统的语音收入持续下滑，但是在电
信通讯数据化的趋势下，行动上网与宽带上网的营收将持续成长；生产模式走向顾客
导向、客制化服务的模式，业者必须充分了解顾客的喜好与需求，积极建立市场区隔，
创造差异化的服务，掌握小众市场的生活习惯
关键词：营销策略；SWOT 分析；移动通讯产业III
Abstract
Information and communication technology change with each passing day, work, life
and learning mode of action is the new trend of the world, the key elements and to improve
the competitiveness of individual and national action. First introduced the enterprise
business development status, industry chain status and technical environment, and analyzes
the present situation of the marketing company faces, points out six problems in marketing,
then using the method of SWOT analysis to analyze the competitive situation of F
company faces, strong, weak, face opportunities and challenges are described for F
company, combined with the actual situation of the market potential demand and points out
the development direction of mobile communication market and the development trend of
the future.
Data mining and user research based on Chongqing mobile F branch existing
customer, according to the user's consumption behavior, consumption psychology and
population variable characteristics of the user market segmentation, the communication
market predict overall potential and target market positioning, is proposed in this paper to
keep old customers at the same time, the rural market, the market is the main student the
new market. At the same time, the study in the digital network trend, inter industry
boundaries become increasingly blurred, cross industry cooperation and competition is
increasingly fierce; the telecom bandwidth demand grow with each passing day, the future
market potential; data network gradually replaced the traditional voice communication; by
the telecommunication industry revenue can know the traditional voice income continued
to decline, but in telecommunications communication data trend, mobile Internet and
broadband Internet revenue will continue to grow; production mode to the customer
orientation, customized services, the industry must fully understand customer preferences
and needs, and actively build market segmentation, create differentiated services, master
niche market habits.
Keywords: marketing strategy; analysis of SWOT; mobile communication industry