山东建筑大学硕士学位论文
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山东建筑大学硕士学位论文
摘要
2020年全国广电“一张网”完成挂牌，2021年“全国一网”宽带集约运营
实现落地，这为广电宽带业务带来质的变化，有利于进一步降低宽带成本，提升
宽带质量，形成具有竞争力的宽带业务。但广电宽带的发展与三大运营商相比，
还是有一定差距，广电宽带要如何利用好此契机得到飞跃发展，不仅要有技术支
持，还要通过战略创新等方式，以提高生产经营绩效。本文以广电 SD网络公司
为研究对象，使用文献归纳法整理总结一些国内外相关研究理论与成果，深刻分
析广电宽带现有营销战略，指出目前存在问题，结合营销宏观环境、竞争环境和
客户群体特征，归纳总结出广电 SD网络公司宽带业务市场营销战略的改进措施。
针对以上问题文中建议广电SD网络公司要目标市场再定位、升级产品体系、
优化价格策略、推动渠道建设、健全促销政策等多个方面优化营销战略。比如在
目标市场再定位方面要采用集中性市场策略，以细分市场的结果为依据，在增强
重点市场的占有率同时也将其作为新营销策略的试点区域，在此基础上制定有差
异化的方案，在积累了一定经验、取得一定效益之后，再向市场进行全面推广，
逐步助力其战略特征由定式化、单一化、大众化向灵活化、多元化、差异化发展；
在升级产品体系方面，要强化双向网络技术优势，打造差异化产品策略；在优化
价格策略方面，要通过提升运营支撑、完善内部机制等方式，压缩公司运营成本，
促进降本增效，进而改善利润和影响产品定价；在推动渠道建设方面，要积极打
造以营业厅为主渠道，地推、电销、直播及其他创新渠道“3+N”多元化服务渠
道体系；在健全促销政策方面，要采用多渠道、多元化的促销政策，增加促销活
动并丰富内容，同时强化营销业务培训、优化考核体系，提高销售业绩。
关键词：广电宽带，市场营销战略，市场细分，4Ps营销策略
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山东建筑大学硕士学位论文
ABSTRACT
In 2020, "One national radio and television network" will be listed, and in 2021,
"One National network" broadband intensive operation will be implemented, which
will bring qualitative changes to Broadcasting Network Company business, help to
further reduce broadband costs, improve broadband quality, and form a competitive
broadband business. However, compared with the three major operators, there is still a
certain gap in the development of Broadcasting Network Company, how to make
good use of this opportunity to get a leap of development, not only to have technical
support, but also through strategic innovation and other ways to improve production
and operation performance. Taking The SD Network company as an example, this
thesis makes an in-depth analysis of the marketing status, existing problems and
internal and external environment of the broadband, in order to improve the market
share of the broadband and improve the user satisfaction of the broadband.
This thesis takes the broadband business marketing strategy of Broadcasting SD
Network Company (hereinafter referred to as Broadcasting SD Company) as the
research object, uses literature induction to sort out and summarize some relevant
research theories and achievements at home and abroad, combines the research object
of this thesis, and takes the current situation and existing deficiencies as the starting
point of case analysis. The improvement measures of broadband business marketing
strategy of SD Network company are summarized.
In view of the above problems, it is suggested that Broadcasting SD Company
should optimize marketing strategy from multiple aspects such as repositioning target
market, upgrading product system, optimizing price strategy, promoting channel
construction and perfecting promotion policy. For example, in the repositioning of the
target market, we should adopt a three-step approach of "non-differentiated market
strategy, concentrated market strategy and differentiated market strategy" to gradually
help its strategic characteristics from formalization, simplification and popularization
to flexible, diversified and differentiated development; In upgrading the product
system, we should strengthen the advantages of two-way network technology and
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