-I- 摘要 为接应集团公司转型3.0战略，顺应“互联网+”时代客户需求和市场竞争的变 化，聚焦新兴ICT生态圈发展，完善ICT业务服务营销体系。 B电信分公司在ICT 业务领域的积极布局和营销拓展，使得新兴ICT业务成为近两年来分公司业务收入 增长的亮点。但分公司在ICT业务服务营销方面却面临多方面的挑战，需顺应整体 发展趋势，并结合本地区优势来分析及改进B电信分公司ICT业务服务营销策略， 以保障ICT业务的全面拓展、提高本公司在本地ICT市场占有率、保障企业转型战 略目标的实现。 为了在服务营销方面获得新的竞争优势，B电信分公司致力于全面提升ICT业 务服务营销水平。因此，研究B电信分公司ICT业务服务营销策略的重建是对B电 信分公司的ICT服务发展有重要的研究意义。首先基于服务营销7PS理论，对B电 信分公司ICT业务的宏观和微观竞争环境进行了波特五力分析，运用了SWOT分析得 出B电信分公司在ICT业务方面存在一定的优势和劣势，在发展过程中有发展机遇 也面临着威胁。其次得出B电信分公司在ICT业务服务营销方面存在问题主要分布 在服务过程、产品、有型展示、渠道管理、人员等方面。最后在这些分析的基础上， 根据服务营销策略对B电信分公司ICT业务服务营销策略提出重组建议，并重点提 出针对区域领导负责制、团队建设、人力资源保障等对于服务营销策略的保障措施， 确保本文提出的基于服务营销理论的ICT业务服务营销策略的有效实施。 关键词：ICT业务；SWOT分析；7PS营销组合；策略制定 燕山大学工商管理硕士学位论文 -II- Abstract In order to meet the changes of customer demand and market competition in the "Internet + " era, the transformation 3.0 strategy of the Group Company focuses on the development of the emerging ICT ecological circle, and improves the marketing system of ICT Business Services The active distribution and marketing expansion of ICT business of B Telecom branch make the emerging ICT business become the bright spot of the growth of the business income of the branch in the past two years. However, the service marketing of ICT business of B Telecom is faced with many challenges, which need to conform to the overall development trend, and combine the local advantages to analyze and improve the service marketing strategy of B Telecom's ICT Business To ensure the overall expansion of ICT business, enhance the company's local ICT market share, to ensure the realization of corporate transformation strategy. In order to gain a new competitive advantage in service marketing, b telecom is committed to comprehensively enhance the level of ICT service marketing. Therefore, it is of great significance for the development of ICT Service of B Telecom to study the reconstruction of ICT service marketing strategy. First of all, based on the 7PS theory of service marketing, this paper analyzes the competitive environment of ICT business of b telecom by macrocosm and Microcosm In the course of development there are opportunities for development as well as threats. Secondly, B Telecom has some problems in ICT service marketing, such as service process, product, model display, channel management, personnel. Finally, on the basis of these analyses, according to the service marketing strategy, the paper puts forward some suggestions for restructuring the ICT service marketing strategy of B Telecom And put forward the safeguard measures of regional leadership responsibility system, team building, human resources guarantee for service marketing strategy Ensure the effective implementation of ICT Service Marketing Strategy based on service marketing theory. Keywords: ICT business; SWOT analysis; 7PS marketing portfolio; strategy development 目 录 -III- 目 录 摘要 ................................................................................................................................ I Abstract ............................................................................................................................. II 第1章 绪 论 ................................................................................................................. 1 1.1 选题背景及研究意义 ......................................................................................... 1 1.1.1 选题背景 ...................................................................................................... 1 1.1.2 研究意义 ...................................................................................................... 1 1.2 国内外研究现状及综述 ..................................................................................... 2 1.2.1 国外研究现状 .............................................................................................. 2 1.2.2 国内研究现状 .............................................................................................. 4 1.3 研究内容和研究方法 ......................................................................................... 6 1.3.1 研究内容 ...................................................................................................... 6 1.3.2 研究方法 ...................................................................................................... 6 第2章 相关理论基础 ..................................................................................................... 8 2.1 服务营销 .............................................................................................................. 8 2.2 服务营销的本质及特点 ..................................................................................... 9 2.3 关系营销 ............................................................................................................ 10 2.4 4R理论 ................................................................................................................ 10 2.5 服务营销策略组合............................................................................................ 11 2.6 本章小结 ............................................................................................................ 13 第3章 B电信分公司ICT业务服务营销经营环境分析......................................... 15 3.1 B电信公司ICT业务服务营销宏观环境分析 ............................................... 15 3.1.1 政策环境分析 ............................................................................................ 15 3.1.2 经济环境分析 ............................................................................................ 15 3.1.3 社会文化环境分析.................................................................................... 16 3.1.4 技术环境分析 ............................................................................................ 16 3.2 B电信分公司微观环境分析 ............................................................................ 17 3.2.1 B电信分公司简介 ..................................................................................... 17 燕山大学工商管理硕士学位论文 -IV- 3.2.2 ICT业务介绍.............................................................................................. 18 3.2.3 组织架构 .................................................................................................... 21 3.2.4 人员结构 .................................................................................................... 21 3.2.5 网络覆盖 .................................................................................................... 22 3.2.6 客户结构 .................................................................................................... 22 3.3 行业环境分析 .................................................................................................... 23 3.3.1 同行业竞争情况 ........................................................................................ 23 3.3.2 潜在竞争对手进入风险 ........................................................................... 24 3.3.3 供应商的讨价还价能力 ........................................................................... 24 3.3.4 购买者的讨价还价能力 ........................................................................... 24 3.3.5 替代品的相似度 ........................................................................................ 25 3.4 B电信分公司ICT业务SWOT分析 .............................................................. 25 3.4.1 优势分