伴随着亚投行的成立，“一带一路”倡议的实施，通信市场在不断扩大。通信企业的 不断增加，通信市场的完全竞争态势已开始显现。KT公司成立于2001年，公司主要客 户是国内电信运营商，自成立以来，KT公司在每次行业变革和激烈的竞争中逐步发展 壮大。但受到经济环境的变化、客户采购模式的变化、行业的竞争加剧等因素影响， KT公司也面临着发展困境，近三年来KT公司销售业绩接单数和回款数逐年下滑， KT公司提出竞争战略需要转型、营销模式也由粗放式管理向精细化管理转型，现有的 营销战略已经不能支撑公司在未来竞争中取得优势，因此KT公司的营销战略需要重新 定位和升级，本文将系统研究KT公司在新环境背景下探索新市场营销战略的相关内容。 本文以KT公司为研究对象，对KT公司所处的外部营销环境以及KT公司的内部 营销环境进行了深入分析，在外部营销环境方面，本文利用PEST分析方法对KT公司 面临的宏观环境进行分析、并对通信行业现状及发展趋势进行分析，最后，利用波特五 力模型分析方法对KT公司所处的竞争环境进行分析；内部营销环境方面，本文首先对 KT公司进行简单介绍，指出公司目前营销战略是集中化战略、其次对KT公司的资源 和能力进行分析，包括在财务资源、组织架构资源、研发能力等，并对KT公司营销战 略面临的问题进行分析，KT公司面临着市场定位不够精准，产品线单一、客户相对集 中、价格策略缺乏灵活性、销售渠道过于单一、促销缺乏创新意识等问题。在本文的第 四章节，首先对KT公司进行STP分析，对KT公司的细分市场、目标市场和市场定位 进行阐述，把KT公司定位为通信配套网络连接设备和应用解决方案的优质供应商，KT 公司目前最适合的定位就是次高端品牌，定位于国产和进口品牌之间，既有进口品牌的 高可靠性和高品质特性，又有国产品牌的价格竞争力，属于性价比最佳的品牌选择。并 结合SWOT分析，提出KT公司的营销战略为差异化市场营销战略。 最后，本文基于4P营销策略对KT公司营销策略进行分析，产品策略方面主要提 出了优化产品结构、丰富产品线、优化新品研发与客户需求沟通流程这三个策略；价格 策略方面提出了灵活定价、摆脱低价竞争漩涡、降低产品成本这三个策略；促销策略方 面提出了展会推广、充分利用公共关系战略、善于运用新媒体宣传这三个策略；渠道策 略方面提出了关系营销渠道、高效的营销管理流程、大客户渠道管理这三个策略。 关键字：营销战略；通信设备行业；市场定位；4P营销策略 II ABSTRACT With the establishment of the AIIB and the implementation of the “One Belt, One Road” initiative, the communications market is expanding. With the continuous increase of communication enterprises, the complete competition of the communication market has begun to appear. KT was founded in 2001. The company's main customers are domestic telecom operators. Since its establishment, KT has gradually grown and developed in every industry change and fierce competition. However, due to changes in the economic environment, changes in customer procurement patterns, and increased competition in the industry,KT Company is also facing a development dilemma. In the past three years, KT's sales performance and number of receipts have declined year by year. KT Company proposes that the competition strategy needs transformation, and the marketing model also transforms from extensive management to refined management. Existing marketing The strategy can no longer support the company to gain an advantage in the future competition, so KT's marketing strategy needs to be repositioned and upgraded. This article will systematically study KT's exploration of new marketing strategies in the context of the new environment.Based on KT company as the research object, and external marketing environment for KT company and KT company, we deeply analyzed the internal marketing environment, in terms of external marketing environment, this paper, by using PEST analysis method for KT company facing the macro environment is analyzed, and the communications industry status quo and development trend were analyzed, and finally, using the potter five model analysis method analyze the competition environment of KT company; Internal marketing environment, this paper a brief introduction to the KT company, secondly analyze the KT company's resources and capabilities, including the financial resources, organizational resources, marketing, research and development ability, etc., and analyze the problems facing KT company marketing strategy, KT company facing the market positioning is not accurate, as a lack of flexibility, the customer is relatively concentrated, pricing strategy, sales channel is too onefold, promotion problems such as lack of innovation consciousness. In the fourth chapter of this article, first of all to the STP analysis of KT company, the market segment of KT company, target market and market positioning, positioning the KT company for communication network equipment and application solutions of high quality suppliers, KT company is currently the most suitable for high-end brand positioning is times, between domestic and imported brand positioning, high reliability and high quality characteristics of both the imported brand, and the price of homebred brand competitiveness, belongs to the III ratio of the best brands to choose from. Combined with SWOT analysis, Propose KT's marketing strategy as a differentiated marketing strategy. Finally, this paper analyzes the marketing strategy of KT company based on the 4P marketing strategy. In terms of product strategy, it mainly proposes three strategies: optimizing product structure, enriching product line, and optimizing the communication process of new product development and customer demand. In terms of price strategy, the author puts forward three strategies: flexible pricing, getting rid of low-price competition vortex, and reducing product cost. In terms of promotion strategies, three strategies are put forward: exhibition promotion, making full use of public relations strategy, and good use of new media publicity. In terms of channel strategy, three strategies are put forward: relationship marketing channel, efficient marketing management process and key customer channel management. Key words: Marketing strategy; Communication equipment industry; Market positioning; 4P marketing strategy IV 目 录 摘要 ....... I ABSTRACT ........................ II 第一章 导论 ......................... 1 1.1 选题背景与研究意义 1 1.1.1 研究背景 ............. 1 1.1.2 问题的提出 ......... 2 1.1.3 研究意义 ............. 3 1.2 研究内容 .................... 3 1.3 研究思路与方法 ........ 4 1.3.1 研究思路 ............. 4 1.3.2 研究方法 ............. 5 1.4 研究现状 .................... 6 1.4.1 市场营销理论相关研究 .................... 6 1.4.2 通信设备制造业相关研究 ................ 7 1.4.3 研究述评 ............. 8 第二章 KT公司内部营销环境分析 ................. 9 2.1 KT公司的基本概况 ... 9 2.1.1KT公司简介 ......... 9 2.1.2 KT公司发展历程 9 2.2 公司资源现状 .......... 11 2.2.1 财务情况 ........... 11 2.2.2 组织架构资源 ... 11 2.2.3 研发能力 ........... 12 2.2.4 核心竞争力 ....... 12 2.3 KT公司营销战略现状 ............................ 13 2.3.1 KT公司客户现状 ............................. 13 2.3.2KT公司销售模式现状 ...................... 13 2.3.3KT公司 4P营销策略现状 .............. 14 V 2.4 KT公司营销战略存在的问题 ................ 16 2.4.1 企业定位不明确 .............................. 16 2.4.2 产品线单一 ....... 17 2.4.3 客户相对集中 ... 17 2.4.4 价格策略缺乏灵活性 ...................... 17 2.4.5 销售渠道过于单一 .......................... 18 2.4.6 促销缺乏创新意识 .......................... 18 2.5 本章小结 .................. 18 第三章 KT公司外部营销环境分析 ............... 19 3.1 PEST环境分析 ......... 19 3.1.1 政治法律环境 ... 19 3.1.2 社会环境 ........... 19 3.1.3 经济环境 ........... 20 3.1.4 技术环境 ........... 21 3.2 行业环境分析 .......... 22 3.2.1 行业基本概念 ... 22 3.2.2 行业历史回顾 ... 23 3.2.3 行业发展现状 ... 25 3.2.4 行业趋势 ........... 29 3.3 行业竞争结构分析 .. 30 3.3.1 供应商的议价能力 .......................... 30 3.3.2 购买者的议价能力 .......................... 31 3.3.3 潜在进入者威胁 .............................. 31 3.3.4 替代产品的威胁 .............................. 31 3.3.5 现有竞争者分析 .............................. 31 3.4 市场需求 .................. 33 3.4.1 5G市场需求 ...... 33 3.4.2 物联网市场需求 ... 34 3.4.3 物联网市场需求 ... 34 3.5 KT公司SWOT