I 摘要 专线业务是推进工业化和信息化深度融合的重要抓手，同时也是电信运营商 适应信息化社会发展需要，开拓集团客户市场，提高市场竞争力的有效途径。中 国移动在专线业务起步较晚，在专线业务的品牌建设、业务管理和市场营销等方 面不如其他电信运营商，因此，中国移动专线业务的发展长期不尽如意，受制于 竞争对手、网络资源等因素。西咸新区移动公司是陕西移动成立的一个专业化运 营公司，聚焦西咸新区政企市场信息化，近几年来重点拓展西咸新区基础通信业 务，因此，西咸新区移动公司专线业务收入有了长足增长，取得了不俗成绩，但 从收入规模和专线体量而言，西咸新区移动公司专线业务规模仍然较小。 根据当前形势，西咸新区移动公司面对机遇与挑战并存的局面，需要顾全大 局，顺应市场变化，制定更有时效性、科学性的专线业务营销策略，争夺市场份 额，实现专线业务的弯道超车。本文主要采取文献研究法、比较分析法和数据分 析法等研究分析方法，对西咸新区移动公司专线业务营销策略进行研究和分析。 本文首先回顾了国内外市场营销相关理论，电信市场作为特殊行业市场也进行了 行业特点的分析和研究。结合市场营销经典理论4P营销组合策略对西咸新区移 动公司专线业务营销现状进行剖析，得出西咸新区移动公司专线业务营销策略存 在四方面主要问题，分别是：专线业务产品竞争力偏弱，低价竞争被动局面难以 维持，渠道发展无法应对市场竞争，促销效果不尽如意。 针对存在的四方面主要问题，根据PEST分析法和SWOT分析法对西咸新 区移动公司专线业务营销环境进行全面分析，结合营销现状，分别从产品策略、 价格策略、渠道策略和促销策略提出四点改进建议。此外，为保障营销策略的有 效实施，提出有针对性的落实保障举措。希望本文能够对西咸新区移动公司专线 业务的发展拓宽道路，提供有利价值。 关键词：电信运营商， 专线业务， 营销策略 ABSTRACT III ABSTRACT Special line business is an important way to promote the deep integration of industrialization and informatization, and it is also an effective way for telecom operators to adapt to the needs of the development of information society, develop group customer market and improve market competitiveness. China mobile started its dedicated line business late, and is inferior to other telecom operators in brand construction, business management and marketing of the dedicated line business. Therefore, the development of China mobile's dedicated line business is not satisfactory for a long time, subject to factors such as competitors and network resources. West salty new mobile company is shaanxi mobile set up a specialized operating company, focusing on the west salty enterprise market information, in recent years, the key to expand west salty district based communications business, therefore, west salty new mobile company special business income has a rapid growth, has obtained the good result, but from the income scale and line in terms of volume, west salty new mobile company special business scale is still small. According to the current situation, facing both opportunities and challenges, xi xian new area mobile company needs to take the overall situation into consideration, comply with market changes, formulate more timely and scientific marketing strategies for dedicated line business, fight for market share, and achieve the goal of overtaking on the curve of dedicated line business. This paper mainly adopts literature research method, comparative analysis method and data analysis method to study and analyze the marketing strategy of special line business of xi xian new area mobile company. This paper first reviews the relevant theories of marketing at home and abroad, and analyzes and studies the characteristics of the telecom market as a special industry market. Combined with classic marketing theory 4 p marketing mix strategy of west salty new mobile company special business marketing present situation analysis, it is concluded that the west salty new mobile company special business marketing strategy main problems in four aspects, respectively is: the shuttle business weaker product competitiveness, the low price competition situation is difficult to maintain, channel development cannot cope with the market competition, the promotion effect is not satisfied. 西安电子科技大学硕士学位论文 IV In view of the four main problems, this paper makes a comprehensive analysis of the business marketing environment of the special line of the mobile company in xi xian new area with the combination of PEST analysis and SWOT analysis, and puts forward four improvement Suggestions from the aspects of product strategy, price strategy, channel strategy and promotion strategy. In addition, in order to ensure the effective implementation of marketing strategy, put forward targeted means of implementation. It is hoped that this paper can widen the road for the development of special line business of mobile company in xi xian new area and provide beneficial value. KEY WORDS：Telecom operator, Special business, Marketing strategy 插图索引 V 插图索引 图3. 1 陕西移动西咸新区分公司组织架构图 16 图3. 2 专线业务占信息化收入情况 .................. 25 图3. 3 西咸新区移动公司专线业务SWOT图 .. 36 表格索引 VII 表格索引 表3. 1 专线资费结构表 .......... 21 表3. 2 数据专线产品价格表. 21 表3. 3 互联网专线产品价格表 ........................... 22 表3. 4 近四年专线业务渗透率 ........................... 26 表5. 1 2019年西咸新区移动公司各行业专线数量分布情况 .. 37 缩略语对照表 IX 缩略语对照表 缩略语 英文全称 中文对照 STP Segmentation, Targeting, Positioning 市场细分、目标市场、市场定位 SWOT Strengths, Weaknesses, Opportunities, Threats 优势、劣势、机会、威胁 4P Product, Price, Place, Promotion 产品、价格、渠道、促销 目录 XI 目录 摘要 .............. I ABSTRACT III 插图索引 ... V 表格索引 . VII 缩略语对照表 ........................ IX 第一章 绪论............................ 1 1.1 研究背景及研究意义 .......................... 1 1.2 国内外研究现状 .... 2 1.2.1 国外研究现状 ........................... 2 1.2.2 国内研究现状 ........................... 3 1.3 研究思路和方法 .... 4 1.3.1 研究思路 ..... 4 1.3.2 研究方法 ..... 5 第二章 相关理论概述 ......... 7 2.1 市场营销相关理论 .............................. 7 2.1.1 市场营销理论的演进 ............. 7 2.1.2 STP营销理论 ............................ 9 2.1.3 4P营销组合策略 ...................... 9 2.1.4 SWOT分析法 .......................... 10 2.2 电信市场及其营销特点 ................... 11 2.2.1 电信市场的特性 .................... 11 2.2.2 电信市场营销特点 ................ 11 第三章 西咸新区移动公司专线业务营销现状分析 ............... 15 3.1 西咸新区移动公司专线业务简介 . 15 3.1.1 西咸新区移动公司简介....... 15 3.1.2 专线业务介绍 ......................... 16 3.2 西咸新区移动公司专线业务4P营销组合分析 ...... 17 3.2.1 产品策略分析 ......................... 17 3.2.2 价格策略分析 ......................... 21 3.2.3 渠道策略分析 ......................... 22 西安电子科技大学硕士学位论文 XII 3.2.4 促销策略分析 ......................... 23 3.3 营销成果分析 ...... 25 3.3.1 专线业务占比信息化收入不断提升 ............... 25 3.3.2 专线业务的集团渗透率不断提升 ................... 25 3.3.3 专线业务收入规模依然较小 ............................ 26 3.4 西咸新区移动公司专线业务营销拓展面临的问题 26 3.4.1 专线业务产品竞争力偏弱 .. 26 3.4.2 低价竞争被动局面难以维持 ............................ 27 3.4.3 渠道发展无法应对市场竞争 ............................ 27 3.4.4 促销效果不尽如意 ................ 27 第四章 陕西移动西咸新区分公司专线业务营销环境分析 . 29 4.1 西咸新区移动公司专线业务宏观环境分析 .............. 29 4.1.1 政治环境分析 ......................... 29 4.1.2 经济环境分析 ......................... 29 4.1.3 社会环境分析 ......................... 30 4.1.4 技术环境分析 ......................... 30 4.2 行业及竞争对手分析 ........................ 30 4.2.1 行业竞争者分析 .................... 30 4.2.2 新进入者威胁 ......................... 31 4.3 西咸新区移动公司专线业务内部环境分析 .............. 32 4.3.1 营销组织管理分析 ................ 32 4.3.2 市场营销能力分析 ................ 32 4.3.3 网络支撑能力分析 ................ 32 4.4 西咸新区移动公司专线业务SWOT分析 ................. 33 4.4.1 优势 ............ 33 4.4.2 劣势 ............ 34 4.4.3 机会 ............ 35 4.4.4 威胁 ............ 35 第五章 西咸新区移动公司专线业务营销策略改进 ............