摘要
摘要
经历改革开放40年经济的飞速发展，我国的通信行业也产生了翻天覆地的
变化，从1X、2G、3G、4G到5G，通信技术也日新月异，人们的生活方式发生了
很大的变化，生活水平也随着技术的更新和行业的高速发展而有了很大的提高。
人们追求更高效、更便捷的体验，这也为通信运营商的发展提出了更高的要求，
同时通信运营商也面临着巨大的机遇和挑战。2022年6月27日，P广电公司宣
布正式放号上线业务产品，标志着P广电公司进入运营商全业务运营，P市通信
运营商从3家变为4家。由于新竞争者的加入，市场竞争加剧，P电信公司营销
策略较为传统，因此，对营销策略的优化升级对P电信公司来说迫在眉睫，对P
电信公司未来发展至关重要。
本文以4P营销理论、STP理论等理论为理论框架，结合PEST分析法、SWOT
分析法、波特五力模型等分析工具，通过对P电信公司目前的营销状况进行细
致剖析。针对P市市民及公司内部员工进行问卷调查，对行业专家进行访谈，
对问卷调查和访谈内容进行分析。发现P电信公司目前营销中存在缺乏科学的
市场细分和市场选择、产品同质化，缺乏针对性，低价值竞争、利润率降低，
渠道单一化、缺乏竞争力，销售方式简单、销售能力偏弱等问题。并对这些问
题进行原因分析，结合P电信公司的实际情况分别从农村市场和大政企市场进
行市场细分，从产品策略差异化、数据价值营销，价格上优化成本效益、降低
运营成本，渠道上优化线下渠道多元化建设、加强线上数字化渠道建设，促销
上以服务提口碑、以权益促销售、以大数据精准投放宣传。通过组织、人力资
源、技术三方面建立保障体系，确保营销策略优化后的顺利实施，以达到提升P
电信公司营销效果的目的。
关键词：通信企业；市场营销；策略优化
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Abstract
Abstract
With 40 years of rapid economic development following the reform and opening
up policy, China's communication industry has undergone earth-shaking changes.
From 1X, 2G, 3G, and 4G to 5G, communication technologies are changing with
each passing day and people's lifestyles have changed dramatically. People are now
living much better lives through technology updates and rapid industrial development
and are pursuing a more efficient and convenient experience, which puts forward
higherrequirementsforcommunicationoperatordevelopment.Meanwhile,
communication operators are faced with huge opportunities and challenges. On June
27, 2022, China Broadcast Network will officially launch its business products,
marking that China Broadcast Network has started full-service operation and the
number of communication operators in China has increased from three to four.
Market competition has thus intensified due to the newly entered competitor while P
Telecom's marketing strategy is still relatively traditional. Therefore, the optimization
and upgrading of the marketing strategy is imminent for P Telecom and is also critical
for its future development.
Based on the theoretical framework of 4P marketing theory, STP theory and
other related theories, combined with the PEST analysis method, SWOT analysis
method, Porter's five forces model and other analytical tools, this research made a
detailed analysisof the currentmarketing situation ofP Telecom Company.
Questionnaire survey was conducted among citizens of P City and employees of the
company, interviews were conducted with industry experts, and the contents of
questionnaire survey and interview were analyzed.It found that there are a series of
problems in P Telecom Company's current marketing, including lack of scientific
market segmentation and market selection, product homogeneity, lack of pertinence,
low-value competition, lower profit margins, single channels, lack of competitiveness,
simple sales method and weak sales ability.Based on the analysis of the causes of
these problems, and in combinationwith the practical situation of P telecom
companiesrespectivelyfrom theruralmarketandlargeenterprise market
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Abstract
segmentation, marketing differentiation, data value from the product strategy, price
optimization of cost efficiency, reduce operating costs, optimization on off-line
channels construction, strengthen the construction of online digital channel, In terms
of promotion, service is used to promote public praise, rights and interests are used to
promote sales, and big data is used to accurately release publicity. By establishing a
guarantee system to ensure the smooth implementation of the optimized marketing
strategy, this research aimed to achieve the purpose of improving the marketing effect
of P Telecom Company.
Keywords: Telecom Enterprise; Marketing; Strategy Optimization
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