河北科技大学学位论文原创性声明
本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工
作所取得的成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方
式标明。除文中已经注明引用的内容外，本论文不包含任何其他个人或集体已经发
表或撰写过的作品或成果。本人完全意识到本声明的法律结果由本人承担。
学位论文作者签名：
指导教师签名：
2021年 12月 5日
2021年 12月 5日
-----------------------------------------------------------------------------------------------------------
河北科技大学学位论文版权使用授权书
本学位论文作者完全了解学校有关保留、使用学位论文的规定，同意学校保留
并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。本
人授权河北科技大学可以将本学位论文的全部或部分内容编入有关数据库进行检
索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。
□24个月后公开，公开后适用本授权书。
本学位论文属于
□公开。
（请在以上方框内打“√”）
学位论文作者签名：
指导教师签名：
2021年 12月 5日
2021年 12月 5日

摘
要
摘要
随着国家科技的进步和当前社会的发展，人们对当下的生活质量标准要求更高，
对智能化的追求更加迫切，购买习惯也发生了很大的改变。如今中国市场的手机技
术更新非常迅猛，手机销售商之间的竞争也越来越激烈。互联网的发展和各大销售
渠道的出现，不断对 SJ分公司的手机销售业务发起冲击，试图分一杯羹。受市场环
境的冲击、行业服务多样化的出现和竞争对手的不断压价，SJ联通公司不断降低价
格，导致利润缩减严重，同时市场份额也面临下降的风险。在这一系列的潜在问题
面前，SJ联通公司的手机营销策略应该及时优化调整，来适应当前激烈的市场竞争，
保住并提高公司的市场份额和利润收入。
在此背景下，本文以 SJ联通公司手机营销策略为研究对象，首先对 SJ联通公
司的营销策略现状进行分析，并运用 STP理论、4P理论分析法，从产品、渠道、价
格、促销和市场细分五个方面进行研究分析，发现其在产品方面，策略单一，仅将
供应商提供的手机拿出来展示；在渠道方面成本较高、渠道推广范围少；价格方面
没有过多的折扣，吸引力低；促销方面缺少组合产品、促销手段过于传统；市场细
分方面缺乏考虑，仅考虑了市面上主流手机一个要素。结合 SJ联通公司的内外部环
境，本文针对 SJ联通的手机营销策略提出了优化措施。在产品方面聚焦主流品牌、
增加手机和手机组合产品、开发金融产品业务；在渠道方面要巩固传统渠道、拓展
线上互联网渠道、加强代理商合作、建立政企专用渠道；在价格方面，低端机结合
套餐，提高优惠，中端机让利销售，以量换利，老用户优惠定价，新手机与官网同
价；促销方面要借助明星效应宣传、把我校园市场宣传、借助互联网宣传和直播带
货；在市场细分方面明确细分消费者和消费档次市场，明确 2500元目标市场。最后
提出了手机营销措施的保障要求。
通过本文的研究，旨在为 SJ联通公司在市场选择、营销策略组合等方面提供建
议，同时也为相关的手机营销厂商提供借鉴作用。
关键词 SJ联通公司；营销策略；手机营销；渠道策略；市场细分
I

河北科技大学硕士论文
Abstract
With the progress of national technology and the development of the current society,
people have higher requirements for the current life standards, the pursuit of intelligence is
more urgent, and buying habits have also changed a lot. Nowadays, the mobile phone
technology in The Chinese market is updated rapidly, and the competition among the
vendors is becoming more and more fierce. With the development of the Internet and the
emergence of various sales channels, SJ branch's sales has been constantly impacted.
Due to the impact of the market environment, the emergence of diversified industry
services, and the continuous price reduction of competitors, SJ branch has been constantly
reducing prices, resulting to serious profit reduction and the risk of market share decline.
Because of the series of potential problems, SJ branch may be have to optimize and adjust
marketing strategy urgently to adapt to the fierce market competition, for maintaining
and improving the company's market share and profit income.
In this background, this article take SJ branch marketing strategy as the research
object, first of all, analysising the present situation of SJ branch marketing strategy ,
finding out the need to improve, analysising the cause of the problem, and using the STP
theory and the 4 p theory to research, from five aspects such as product, channel, price,
promotion and marketing strategy. The results showed that,in terms of products, the
company has a single strategy, only displaying the mobile phones provided by suppliers;
the channel cost is high and the channel promotion scope is small; the price is not too
much discount, low attractiveness; lack of combination of products, promotion means too
traditional; lack of market segmentation, only considered the market mainstream mobile
phone as a factor. Combined with the internal and external environment of the company,
this paper puts forward optimization measures for the mobile phone marketing strategy of
SJ branch. In terms of products, focus on mainstream brands, increase mobile phones and
combination products,develop financial products business; In terms of channels,
traditional channels should be consolidated, online and Internet channels should be
expanded, agents should be strengthened, and government and enterprise special channels
should be established. In terms of price, low-end machine combined with packages, and
improve discounts;improve mid-end machine sales to drive profits, old users preferential
pricing, new mobile phone and the official website at the same price; In terms of
III
。。。以下略