摘 要
通信行业是当今社会发展非常迅速的企业，通信行业是属于技术型的行
业，科学技术是第一生产力，因此，无论是社会还是个人对技术的要求都有
了很大的提高。人们的需求是有层次的，在基本的物质生活得到满足之后，
人们就会要求更高层次的需求，很多年以前可能通信行业对人们来说还望而
却步，然后随着国家经济的快速发展，通信产品对人们来说已经不再是奢侈
品，各个地方随处可见通信产品。

本文首先对HS通信的发展历程以及公司基本情况做简单介绍；其次，由
于公司的营销活动都是在一定的环境下进行的，因此我们对HS通信公司所处
的政治法律环境、经济环境、人口环境、社会文化环境、技术环境等进行了
简单的分析，接着对优化前的HS通信公司的营销体系展开分析，分别从HS
通信公司的产品策略、价格策略、渠道策略和促销策略等方面对HS通信公司
的营销体系进行分析，并指出HS通信公司优化前的营销体系存在的问题。然
后本文提出了HS通信公司营销体系优化的总体思路和原则，并分别论述了
HS通信公司相对于的具体营销体系优化的策略。更次，本文进一步论述了 HS
通信公司实施营销体系优化的相关保障措施，分别从制度、人员、文化方面
提出了HS通信公司营销体系优化的相关保障。

关键词：通信行业；市场营销；营销体系；营销模式

Abstract
Communications industry is developing very rapidly in today's social
enterprises, the communications industry is part of technology-based industries,
science and technology are primary productive forces, therefore, whether social
or individual technical requirements have been greatly improved. People's needs
are level after the basic material life are met, people will require higher levels of
demand, many years ago the communications industry for people who may still
be prohibitive, and with the rapid development of the national economy,
communication products for people who are no longer a luxury, various places
everywhere communications products.
Firstly, the basic situation of the development process and HS
communications company to do a brief introduction; Second, due to the
company's marketing activities are carried out under certain circumstances, so
we HS communications company in which the political and legal environment,
economic environment, population environmental, social and cultura l
environment, technology and environment for a simple analysis, then the
optimization of communication before the HS system to analyze the company's
marketing, communications companies from HS product strategy, pricing
strategy, channel strategy and marketing strategy and other aspects respectively
HS Communications marketing system for analysis and optimization of
communications companies pointed HS former marketing system problem. Then
this paper HS communications company marketing system to optimize the
general idea and principles were discussed with respect to HS communications
company specific marketing system optimization strategy. More times, the paper
further discusses the relevant safeguards HS communications companies to
implement marketing system optimization were proposed HS-optimized
communications company marketing system from system-related security,
personnel, and cultural aspects.
Key words：Communication Industry, marketing, marketing system, marketing
model