目录
41文摘要 1
ABSTRACT 2
胃1章导论 4
1.1 研究背II与意义 4
1丄1研究背景 4
1.1.2研究意义 4
1.2 研究思路及方法 5
1.2.1研究思路 ： 5
1.2.2研究方法 5
第2章相关理论综述 6
2.1 PEST环境分析理论 6
2.2 波特竞争分析模型 6
2.3 SWOT 7
2.4 目标市场战略理论 8
2.5 营销组合策略理论 9
第3章山东联通集团客户创新业务营销现状 11
3.1 山东联通介绍 11
3.1.1中国联通概况 11
3.1.2山东联通概况 11
3.2 集团客户创新业务营销现状 12
3.2.1集团客户介绍 12
3.2.2专业线组织架构 12
3.2.3创新业务介绍 13
3.2.4创新业务发展现状及存在问题 18
第4章山东联通集团客户创新业务营销环境分析 20
4.1 宏观环境分析 20
I
山东大学硕士学位论文
4.1.1政治环境分析 20
4.1.2经济环境分析 21
4.1.3社会环境分析 21
4.1.4技术环境分析 22
4.2 23
4.2.1行业内竞争者分析 23
4.2.2买方议价能力分析 24
4.2.3供应商分析 24
4.2.4潜在竞争对手分析 25
4.2.5替代产品分析 25
43 SWOT 26
4.3.1内部优势 26
4.3.2内部劣势 26
4.3.3外部机遇 26
4＿3.4夕卜部威胁 27
第5章山东联通集团客户创新业务STP战略 29
5.1 创新业务市场细分 29
5.1.1按客户需求进行细分 29
5.1.2按行业属性进行细分 29
5.2 创新业务目标市场选择 31
5.2.1目标市场一：重点攻坚和专项客户 31
5.2.1目标市场二：关键行业客户 31
5.3 创新业务目标市场定位 32
第6章山东联通集团客户创新业务营销策略优化 33
6.1 产品优化策略 33
6.1.1平台类产品 33
6.1.2综合类产品 37
6.1.3组合类产品 39
6.2 ＃格优化策 39
II
山东大学硕士学位论文
6.2.1创新业务价格特点 40
6.2.2影响制定价格的因素 40
6.2.3制定价格策略 40
6.3 渠道优化策略 41
6.3.1自有渠道优化策略 41
6.3.2社会代理渠道优化策略 44
6.3.3线上电子渠道优化策略 45
6.4 促销优化策略 46
第7章营销策略实施保障措施 47
7.1 加强组织机构保障 47
7.2 健全工作推进机制 48
7.3 创新投资运营模式 52
7.4 加强人才队伍培养 52
7.5 优化工作支撑流程 52
胃8章结论 56
附录1：图目录 57
附录2：表目录 58
＃考文献 59
m 6i
in
山东大学硕士学位论文
Content
Chinese Abstract 1
ABSTRACT 2
Chapter 1 Introduction 4
1.1 Background and significance of the research 4
1.1.1 Background of the research 4
1.1.2 Significance of the research 4
1.2 Research ideas and methods 5
1.2.1 Research ideas 5
1.2.2 Research methods 5
Chapter 2 Relevant Theory Reviews 6
2.1 PEST environment analysis theory 6
2.2 Bort competition analysis model 6
2.3 SWOT analysis theory 7
2.4 Market segmentation strategy theory 8
2.5 Marketing mix strategy theory 9
Chapter 3 Analysis on the Present Situation of the Marketing of Innovation Business
of Shandong Unicom 11
3.1 Overview of shandong unicorn 11
3.1.1 Overview of China unicorn 11
3.1.2 Overview of Shandong unicorn 11
3.2 Marketing overview of group client innovation bussiness 12
3.2.1 Overview of group clients 12
3.2.2 Organization structure of professional line 12
3.2.3 Overview of innovation bussiness 13
3.2.4 The development situation and problem of innovation business 18
Chapter 4 Marketing Environment Analysis 20
4.1 Macro environment analysis 20
4.1.1 Political environment analysis 20
IV
山东大学硕士学位论文
4.1.2 Economic environment analysis 21
4.1.3 Social environment analysis 21
4.1.4 Technical environment analysis 22
4.2 Five competitive analysis analysis 23
4.2.1 The analysis of the industry rivalry 23
4.2.2 The analysis of the customers 24
4.2.3 The analysis of the suppliers 24
4.2.4 The analysis of the new entrants 25
4.2.5 The analysis of the substitutes 25
4.3 SWOT analysis 26
4.3.1 Internal advantage.. 26
4.3.2 Internal disadvantage 26
4.3.3 External opportunities 26
4.3.4 External challenges 27
Chapter 5 Stp Strategy 29
5.1 Market segmentation 29
5.1.1 Segmentation according to customer requirements 29
5.1.2 Segmentation according to industry attributes 29
5.2 Target market selection 31
5.2.1 The first target market ： key fortified and special customers 31
5.2.2 The second target market： key industry customers 31
5.3 Target market positioning 32
Chapter 6 Optimization of the Marketing Strategy for Innovation Bussiness.... 33
6.1 Strategy of Product optimization 33
6.1.1 The type of platform products 33
6.1.2 The type of integrated products 37
6.1.3 The type of composite products 39
6.2 Strategy of Price optimization 40
6.2.1 The characteristics of innovative business price 40
6.2.2 The factors of influencing price 40
6.2.3 The strategys of formulating price 40
v
山东大学硕士学位论文
6.3 Strategy of channel optimization 41
6.3.1 Own channel 41
6.3.2 Social agent channel 44
6.3.3 Online electronic channel 46
6.4 Strategy of promotion optimization 46
Chapter 7 Marketing Strategy Implementation PLANs 48
7.1 Strengthen organizational protection 48
7.2 Improving the mechanism of promoting the work 49
73 Innovating investment operation model 53
7.4 Strengthen the training of qualified personnel 53
7.5 Optimizing the work support process 53
Chapter 8 Conclusion 57
Appendix l：Figures Index 58
Appendix 2：Tables Index 59
References 60
Acknowledgements 62
VI
山东大学硕士学位论文
中文摘要
当前，全球信息通信产业价值中心从通信服务向信息服务转移，国际标杆运营
商己将发展创新业务作为战略愿景的重要组成部分，在某些业务领域设立专门承
载部门，并开始获得一定用户和收益。

中国联通自15年全面实行聚焦战略，希望通过三至五年的努力，公司战略转
型升级取得重大突破，进一步完善体制机制，有效发展基础业务，重点突破创新业
务，公司在整体创新、行业竞争及客户价值创造方面的能力全面提升。尤其是在创
新业务发展实现规模突破，在物联网、云计算／IDC、产业互联网领域打造百亿级产
业，形成高效的创新经营机制。当前，山东联通的创新业务是集团客户业务的重要
组成部分。本文以山东联通为例，研究运营商开展创新业务的营销策略。

本文首先从集团客户业务分类、创新业务产品体系、营销能力等方面剖析山东
联通集团客户创新业务现状。然后，充分运用PEST分析法、波特五力模型对山东
联通的内外部环境进行分析，并通过SWOT模型总结出山东联通面临的机遇和挑
战，自身的优劣势，得出山东联通的战略选择。最终，基于上述分析，从市场细分、
产品、价格、渠道、促销等方面提出创新业务的整体优化策略，并从机构设置、营
销组织、服务支撑等方面提出策略优化保障措施。本文的研究成果，不仅是电信行
业创新业务营销理论研究领域的大胆尝试，并能对山东联通创新业务的营销从实
践上进行指导。

关键词：运营商，集团客户，创新业务，营销策略山东大学硕士学位论文
ABSTRACT
At present， the value center of the global information and communication industry has
been transferred to information services from communication services and international
benchmarking operators have to develop innovative business as an important component
of the strategic vision， in some areas of business set up special bearing departments， and
began to certain users and revenues.
China Unicom has implemented the focus strategy since 2015， who hopes that by the
efforts over the next three to five years， significant progress can be made in enterprise
strategic transformation，basis for business development，the key breakthrough of
innovation business， systems and mechanisms to be more perfect， innovation ability，
international competitiveness and value creation ability will be promoted
comprehensively. Especially in the business development to achieve scale， form the
Internet of things， cloud computing／IDC， industrial grade 3 billions Internet business，
form efficient management mechanism innovation. Currently， the innovative business in
Shandong Unicom is an important part of customer services. Taking Shandong Unicom
as an example， this paper studies the strategies of operators to carry out innovative
business.
Firstly， this essay analyzed the current situation of customers9 innovative service of
Shandong Unicom from the aspects of group clients business classification， innovative
business product system and marketing