近年来 4G 技术不断成熟，5G 产业处于上市初期，每一次通信技 术的升级更替，都会给通信营销市场带来营销重点及手段的变化，在运 营商充分竞争的中国市场，这种变化将会更加明显。在如今的中国， 移 动、联通、电信相互之间的网络覆盖差异也越来越小，各大运营商又重 新站在了同样的跑线上。三大运营商面对重新洗牌的市场，将又一次开 展惨烈的客户份额争夺战，谁能在这次 5G 产业升级所带来的的变革中 抓住机遇，脱颗而出，谁就能够在激烈的中国通信市场独占鳌头。制定 出具体可行的差异化营销策略，对于株洲移动公司来说， 存在着重要 的作用和意义，也是目前各大通信运营商研究营销策略的核心课题。 在此时代背景下，本文研究湖南移动株洲分公司的差异化营销战略， 以株洲移动市场营销为案例，结合差异化营销战略理论及相应的市场营 销理论与研究方法，立足于株洲移动公司当前的营销现状，通过使用问 卷调查法分析株洲移动公司所面临的营销问题，同时结合在与竞争对手 抢占市场中所遇到的情况，精准定位出株洲移动公司目前在营销策略 中存在营销效益不高、营销手段不足、存量运营不持续、资源政策管 理粗放、渠道优势不明显等问题。 在市场竞争中，上述营销问题无法通过一味的价格战等成本战略 去 打击竞争对手，差异化营销战略则是一条可以寻求的路径。通过株 洲移 动的差异化营销战略设计，充分考虑通信市场产品竞争的特殊性， 从产 品差异化、市场差异化、服务差异化、形象差异化四个方面实施 II 发展战略，包含个人客户与集团客户两类，从产品、品牌、价格、渠道、 促销、服务六大要素中寻找机遇，分析株洲移动营销策略与竞争对手之 间的差异，做好市场细分和定位，包装出有效吸引客户群体的细分产品， 打造融合度高、客户接受程度高的差异化产品，建设动态控制体系，持 续创新差异化营销策略，提高株洲移动对差异化服务认知的高度，确保 差异化经营的有效实施。聚焦在客户需求上，需要及时沟通，全面考量， 制定出尽可能满足集团单位个性化需求的产品及政策即一企一策，制定 相对应的营销策略结合株洲移动业务发展特点构建了株洲移动差异化营 销策略体系。同时从组织结构、队伍建设、流程管理、文化引入、基础 夯实、服务提升等七大方面做好支撑保障， 以期可以通过本文的研究， 帮助株洲移动公司提高营销水平、提升服务质量、抢占客户份额，促进 株洲移动业务的进一步扩大发展。 关键词： 株洲移动公司，营销策略，差异化，战略 III ABSTRACT In recent years, 4G technology continues to mature, 5g industry is in the initial stage of listing, every upgrading and replacement of communication technology will bring changes in marketing focus and means to the communication marketing market, which will be more obvious in the fully competitive Chinese market of operators. In today's China, the network coverage differences among China Mobile, China Unicom and China Telecom are becoming smaller and smaller, and major operators are back on the same running line. Facing the reshuffle of the market, the three operators will once again carry out a fierce battle for customer share. Whoever can seize the opportunity in the transformation brought about by the 5g industry upgrading, who can take the lead in the fierce Chinese communication market. It is of great significance for Zhuzhou mobile company to work out a specific and feasible differentiated marketing strategy, which is also the core topic for major communication operators to study marketing strategy. Under the background of this era, this paper studies the differentiated marketing strategy of Zhuzhou branch of Hunan Mobile. Taking Zhuzhou mobile marketing as an example, combining the theory of differentiated marketing strategy and the corresponding marketing theory and research methods, based on the current marketing situation of Zhuzhou mobile company, this paper analyzes the marketing problems faced by Zhuzhou IV mobile company by using the questionnaire survey method, and at the same time, it concludes According to the situation of seizing the market with competitors, Zhuzhou mobile company is precisely positioned to have problems in its current marketing strategy, such as low marketing efficiency, insufficient marketing means, unsustainable stock operation, extensive resource policy management, and unclear channel advantages. In the market competition, the above-mentioned marketing problems can not attack the competitors through the cost strategy such as price war, and the differentiated marketing strategy is a path that can be sought. Through the design of differentiated marketing strategy of Zhuzhou mobile, the particularity of product competition in the communication market is fully considered, and the development strategy is implemented from four aspects: product differentiation, market differentiation, service differentiation and image differentiation, including two categories of individual customers and group customers, looking for opportunities from the six elements of product, brand, price, channel, promotion and service, and analyzing Zhuzhou mobile The difference between the dynamic marketing strategy and the competitors, market segmentation and positioning, packaging the segmentation products that effectively attract customer groups, creating differentiated products with high degree of integration and customer acceptance, building a dynamic control system, continuously innovating the differentiated marketing strategy, improving V Zhuzhou Mobile's awareness of differentiated services, and ensuring the effective implementation of differentiated operation. Focusing on customer needs, we need to timely communicate and comprehensively consider, formulate products and policies that can meet the personalized needs of the group units as much as possible, that is, one strategy for one enterprise, and formulate corresponding marketing strategies. Combined with the characteristics of Zhuzhou mobile business development, we have built a differentiated marketing strategy system for Zhuzhou mobile. At the same time, we should do a good job in support and guarantee from the seven aspects of organizational structure, team building, process management, cultural introduction, foundation consolidation and service improvement, so as to help Zhuzhou mobile company improve its marketing level, improve its service quality, seize the customer share, and promote the further expansion and development of Zhuzhou mobile business. Key Words: Zhuzhou mobile company; marketing strategy; differentiation; strategy I 目 录 摘要 .............................................................. I ABSTRACT.......................................................... III 第一章 绪论 ........................................................ 1 1.1 研究背景 .................................................... 1 1.2 研究目的和意义 .............................................. 1 1.3 国内外研究现状 .............................................. 2 1.4 研究思路与方法 .............................................. 5 1.5 论文结构安排 ................................................ 7 第二章 差异化营销理论概述 .......................................... 8 2.1 差异化营销与差异化营销战略 .................................. 8 2.1.1 差异化营销的定义 ...................................... 8 2.1.2 差异化营销战略的概念 .................................. 8 2.1.3 差异化营销战略的核心思想 .............................. 9 2.2 相关市场营销理论 ........................................... 10 2.2.1 4P 营销理论与 4Cs 营销理论 ............................ 10 2.2.2 市场细分理论 ......................................... 11 第三章 株洲移动公司营销现状与存在的问题............................ 12 3.1 株洲移动公司简介 ........................................... 12 3.1.1 株洲市概况及通信运营商经营环境简介 ................... 12 3.1.2 株洲移动公司简介 ..................................... 13 3.2 株洲移动公司营销现状调查 ................................... 13 3.2.1 调查问卷的设计与发放 ................................. 13 3.2.2 调查问卷的收回与统计 ................................. 14 3.2.3 调查结果分析 ......................................... 19 3.3 株洲移动公司营销存在的问题 ................................. 19 3.3.1 营销效益不高 ......................................... 19 II 3.3.2 营销手段不足 ......................................... 19 3.3.3 存量运营不持续 ....................................... 20 3.3.4 资源政策管控粗放 .........