随着时代的发展我国的信息产业突飞猛进，我国通信信息技术的发展支撑了我国经 济的增长。移动互联网己成为满足我国碎片化、个性化需求的重要通道。中国移动在移 动互联时代己被围堵在生态圈之外。近年来，随着高频 CPU 智能终端、HTMLS.0 和 IPV6 技术、高速通信网络、云计算与物联网的快速融合。智能终端的硬件和系统功能得到有 效提升，移动用户规模迅速扩大，无线网络的质量和速度得到迅速提升。 本论文以中国通信行业为研究背景，以中国移动大连分公司营销问题为研究对象， 有针对性的展开关于大连移动分公司产品营销策略的研究。中国移动大连分公司管辖整 个大连及周边卫星市的产品和服务销售业务，包括移动电话机通信和网络服务，目前在 大连市占有 70%的市场份额，但是近年来大连地区通信市场竞争激烈，为了稳固市场份 额，移动大连分公司不断推出全新的通信产品，但是因为营销策略不理想，导致产品市 场份额一直无法提升，产品盈利能力低下，因此本论文通过对中国移动大连分公司产品 的营销现状进行分析，找到造成目前产品出现营销危机的根本原因所在，最终为其制订 一套切实可行的市场营销优化策略，帮助其突破市场营销瓶颈。论文首先阐述研究的背 景及意义、研究的思路及方法，将论文的整体研究轮廓进行呈现；随后论文对相关的营 销管理理论和相关的文献进行梳理；接下来论文中国移动大连分公司进行了 PEST 分析、 内部资源分析、波特五力分析，最终帮助其找到了造成目前大连分公司产品营销问题的 根本所在；最终论文结合中国移动大连分公司产品的实际营销情况为其制定了优化方 案，彻底解决了中国移动大连分公司的困扰。 本文的研究中，结合信息化时代移动互联网的快速发展，分析了中国移动作为电信 运营商的产品和服务营销模式发展现状以及未来产品和服务的创新趋势，针对未来的发 展趋势提出了中国移动大连分公司营销优化策略，并制定了一系列的保障条件。不仅解 决了大连分公司产品营销的燃眉之急，而且对中国移动公司大连分公司的品牌宣传也发 挥了很大的作用。最后这些研究成果还可以为中国移动公司其他分支机构解决类似问题 提供更具针对性的建议和指导。 关键词，中国移动；移动互联；市场营销；优化-II- Research on Marketing Strategy Optimization of Dalian Mobile Abstract With the development of The Times, China's information industry advances by leaps and bounds. The development of China's communication and information technology supports the growth of China's economy. Mobile Internet has become an important channel to meet China's fragmented and personalized needs. In the era of mobile Internet, China mobile has been locked out of the ecosystem. In recent years, with the fast fusion of high frequency CPU intelligent terminal, htmls.0 and IPV6 technology, high-speed communication network, cloud computing and the Internet of things, the hardware and system functions of intelligent terminals have been effectively improved, the scale of mobile users has been rapidly expanded, and the quality and speed of wireless networks have been rapidly improved. This paper takes the communication industry in China as the research background, takes the marketing problem of dalian mobile as the research object, and carries out a targeted research on the product marketing strategy of dalian mobile. Dalian mobile branch control the jurisdiction of the city of dalian and its surrounding satellite business of selling products and services, including mobile telephone communications and network services, currently in dalian has a 70% market share. At present, it occupies 70% of the market share in dalian. But in recent years, dalian communications market competition is intense. In order to stabilize the market share, mobile dalian branch continuously introduce new communications products. As marketing strategy is not ideal, lead to products market share has been unable to ascend, product profitability is low. Therefore, by analyzing the marketing status of the products of dalian mobile branch, this paper finds out the root cause of the marketing crisis of the current products, and finally formulates a set of feasible marketing optimization strategy to help it break through the marketing bottleneck. Firstly, the paper expounds the research background and significance, the research ideas and methods, and presents the overall research outline of the paper. Then the thesis combs relevant marketing management theories and relevant literature. Next, the thesis conducted PEST analysis, internal resource analysis and porter's five forces analysis for dalian mobile, and finally helped it find the root cause of the current product marketing problems in dalian branch. Finally, the thesis combined with the actual marketing situation of China mobile dalian branch to make an optimization plan for it, and solved the problems of China mobile dalian branch thoroughly. In the study of this article, combining with the rapid development of mobile Internet information age, analyzes the products and services for telecom operators of China mobile-III- marketing model development present situation and future trend of the product and service innovation. In view of the future development trend, this paper puts forward the marketing optimization strategy of China mobile dalian branch, and formulates a series of guarantee conditions. It not only solves the urgent problem of product marketing of dalian branch, but also plays a great role in brand publicity of China mobile dalian branch. Finally, these research results can also provide more targeted Suggestions and guidance for other branches of China mobile to solve similar problems. Key Words: China Mobile; Mobile Internet; Marketing Strategy; Optimization-IV- 目 录 摘要.............................................................................................................................I Abstract ............................................................................................................................. II 1 绪论.............................................................................................................................. 1 1.1 研究目的及意义............................................................................................... 1 1.1.1 研究目的................................................................................................ 1 1.1.2 研究意义................................................................................................ 1 1.2 研究思路及方法............................................................................................... 3 1.2.1 研究思路................................................................................................ 3 1.2.2 研究方法................................................................................................ 4 2 营销理论及文献综述.................................................................................................. 6 2.1 营销理论........................................................................................................... 6 2.1.1 市场定位理论........................................................................................ 6 2.1.2 4P 营销理论........................................................................................... 7 2.2 文献综述........................................................................................................... 8 2.2.1 移动互联网概念、演进与模式研究综述............................................ 8 2.2.2 电信运营商产品营销策略研究综述.................................................. 10 3 中国移动大连分公司营销现状及环境分析............................................................ 11 3.1 公司简介......................................................................................................... 11 3.2 中国移动大连分公司营销现状..................................................................... 12 3.2.1 语音业务营销...................................................................................... 12 3.2.2 “合约机”组合营销.......................................................................... 12 3.2.3 流量业务营销...................................................................................... 12 3.2.4 移动互联产品营销.............................................................................. 13 3.3 中国移动大连分公司 PEST 分析............................