国家积极推动5G研究和产业发展，明确了2020年5G商用这一目标。随着 5G通信技术的日益成熟，云计算、大数据、物联网及5G等移动通信和互联网 在全球的蓬勃发展，带动了数字经济的发展，运营商也迎来了前所未有的发展 黄金期，政企客户多元化需求迅猛增长，成为电信运营商下一步业务发展的蓝 图。此外，运营商必须打破传统的机制体制束缚，激发内部创新活力，推进互 联网化运营落地，培育5G为未来收入增长的新引擎。 甘肃联通自1999年成立以来，市场份额和收入份额在区域内一直处于行业 劣势地位，虽然甘肃联通占据集团混改战略优势地位，公众业务市场份额以2% 的速度增长，但受移动互联网的迅猛发展，在政企客户市场双线、移动等传统 业务下滑严重，随着云大物移智、5G等创新业务收入占比逐渐提高，公司主营 收入、业务类型及存量客户规模等都有了结构性变化，如何在政企客户市场充 分利用5G业务营销来保持增幅，快速拉动主营业务收入，并有效应对友商竞争， 成为甘肃联通推动战略转型发展亟需解决的课题。 基于以上研究背景，本文以甘肃联通为研究对象，旨在探索甘肃联通政企 客户业务营销策略。首先，本文采取PEST分析、五力模型等分析工具，对甘肃 联通政企客户5G业务营销从宏观环境、行业环境及内部环境等方面深入剖析， 指出了当前发展存在的问题。并使用SWOT分析框架分别对甘肃联通政企客户 5G业务营销面临的优势与劣势、机会与威胁进行了研判；其次，根据STP营销 理论，对省内政企客户市场进行细分，明确了目标市场和市场定位；再次，结 合甘肃联通实际情况，运用7Ps营销组合理论，制定可操作的政企客户5G业务 营销策略，具体包括产品策略、价格策略、渠道策略、促销策略、人员管理策 略、过程策略及有形展示策略。最后，为保障营销策略的实施，分别从组织机 构、产品运营、激励制度、人力资源和风险管理五个方面制定了保障措施。本 文研究结论对甘肃联通政企客户5G营销具有指导作用，推进政企5G业务向高 质量方向发展。 关键词：甘肃联通，政企客户，5G，营销策略 MBA学位论文 作者：张建勇 甘肃联通政企客户5G业务营销策略研究 II RESEARCH ON 5G MARKETING STRATEGY FOR GOVERNMNET AND ENTERPRISE CUSTOMERS OF GANSU UNICOM Abstract China actively promotes 5G research and industrial development, and clarifies 5G commercial goals for 2020. With the increasing maturity of 5G communication technology,the rapid development of mobile communications and the Internet such as cloud computing,big data,the Internet of Things,and 5G has driven the development of the digital economy. Operators have also ushered in an unprecedented golden period of development,and the diversified demand of government and enterprise customers has increased rapidly,which has become the blueprint for the next business development of telecom operators. In addition, operators must break the shackles of traditional mechanism and system,stimulate internal innovation vitality,promote the implementation of Internet-based operation, and cultivate new engines for future revenue growth. Since its establishment in 1999,the market share and revenue share of Gansu Unicom have been at a disadvantage in the industry in the region. Although Gansu Unicom is benefiting from the group’s mixed reform strategy and its public business market share has increased at a rate of about 2%,traditional businesses such as dual-line and mobile in the government and enterprise customer market have experienced a serious decline due to the rapid growth of mobile Internet. The share of innovative business such as cloud,big data,the Internet of Things,smart mobile services and 5G has gradually increased. The company’s main revenue,business types and the number of existing customers have undergone structural changes. How to make full use of 5G business marketing in the government and enterprise customer market to maintain the growth rate,quickly promote the main business revenue,and effectively deal with competition from business competitors has become an urgent issue for Gansu Unicom to promote strategic transformation and development. MBA学位论文 作者：张建勇 甘肃联通政企客户5G业务营销策略研究 III Based on the above research background,Gansu Unicom as the research object to explore the marketing strategy of Gansu Unicom’s government and enterprise customers. First of all,PEST analysis,five force model and other analysis tools are adopted in this paper to analyze the 5G business marketing of Gansu Unicom’s government and enterprise customers from the aspects of macro environment, industry environment and internal environment,and the existing problems in the current development. The SWOT analysis framework is used to study and judge the advantages,disadvantages,opportunities and threats faced by the 5G business marketing of Gansu Unicom’s government and enterprise customers. Secondly, according to STP marketing theory,the customer market of domestic enterprises in Gansu province is subdivided,and the target market and market positioning are defined. Thirdly,combined with the actual situation of Gansu Unicom,the 7Ps marketing mix theory is used to formulate operable 5G business marketing strategy for government and enterprise customers,including product strategy,price strategy, channel strategy,promotion strategy,personnel management strategy,process strategy and tangible display strategy. Finally,in order to ensure the implementation of the marketing strategy,the safeguard measures are made from the aspects of organization, product operation,incentive system,human resources and risk management. The conclusion of this paper can guide the 5G marketing of Gansu Unicom’s government and enterprise customers,and promote the 5G business marketing of government and enterprise to develop in the direction of high quality. Key words: Gansu Unicom, government and enterprise customers, 5G, marketing strategy MBA学位论文 作者：张建勇 甘肃联通政企客户5G业务营销策略研究 IV 目 录 中文摘要 ................... I Abstract .................. II 第一章 绪论 ................ 1 1.1 研究背景与意义 .............. 1 1.1.1 研究背景 .......................... 1 1.1.2 研究意义 .......................... 3 1.2 研究内容与方法 .............. 3 1.2.1 研究内容 .......................... 3 1.2.2 研究方法 .......................... 4 1.3 研究思路和框架 .............. 4 1.3.1 研究思路 .......................... 5 1.3.2 技术路线 .......................... 5 第二章 相关理论概述........ 6 2.1 市场营销理论 ................ 6 2.1.1 STP理论 .......................... 6 2.1.2 7Ps市场营销理论 .................. 6 2.1.3 大客户营销理论 .................... 7 2.2 市场营销分析工具概述 ........ 7 2.2.1 PEST分析 ......................... 7 2.2.2 SWOT分析 ......................... 8 2.2.3 波特五力模型 ...................... 9 2.3 5G网络相关概念介绍 ......... 10 第三章 甘肃联通政企客户5G业务营销内外部环境分析 ........ 13 3.1 宏观环境分析 ............... 13 3.1.1 政治环境 ......................... 13 3.1.2 经济环境 ......................... 13 MBA学位论文 作者：张建勇 甘肃联通政企客户5G业务营销策略研究 V 3.1.3 社会环境 ......................... 14 3.1.4 技术环境 ......................... 14 3.2 行业环境分析 ............... 15 3.2.1 波特五力模型 ..................... 15 3.2.2 竞争对手分析 ..................... 16 3.3 内部环境分析 ............... 19 3.3.1 甘肃联通概况 ..................... 19 3.3.2 甘肃联通政企客户5G业务现状 ...... 19 3.3.3 资源状况分析 ..................... 21 3.3.4 能力状况分析 ..................... 22 3.3.5 甘肃联通政企客户5G业务营销存在的问题 ........................... 23 3.4 甘肃联通政企客户5G业务SWOT分析 .......................... 24 3.4.1 优势分析（S） .................... 24 3.4.2 劣势分析（W） .................... 24 3.4.3 机遇分析（O） .................... 25 3.4.4 威胁分析（T） .................... 25 第四章 甘肃联通政企客户5G业务STP分析 .................. 27 4.1 市场细分 ................... 27 4.1.1 按照企业规模细分 ................. 27 4.1.2 按照星级客户细分 ................. 28 4.1.3 按照行业细分 ..................... 29 4.1.4 按照政企客户5G市场细分 .......... 30 4.2目标市场 .................... 30 4.2.1 重点行业客户 ..................... 31 4.2.2 中小企业客户 ..................... 33 4.3市场定位 .................... 34 4.3.1 产品定位 ......................... 35 4.3.2 竞争定位 ......................... 35 第五章 甘肃联通政企客户5G业务营销策略制定 .............. 37 5.1产品策略 ..........