摘要
随着全国通信市场的迅猛发展，经过国务院对通信企业改革重组，大庆油田通信公
司对油田领域的垄断被打破，即大庆油田区域通信产业可以由不同通信企业良性竞争共
同为用户提供通信业务服务。油田通信公司面临着前所未有的挑战，与油田通信公司竞
争的企业主要集中在联通、电信，移动三个公司。为解决油田通信公司目前逐渐被分食
的市场地位，为油田通信公司在激烈的通信业市场竞争中取得优势，必须根据目前油田
通信公司通信产品及通信市场进行细分，制定出相应细分通信产品的市场营销组合策
略，才能保障公司在大庆通信业中的稳定良好发展

本文研究了大庆油田通信市场发展的现状，发展趋势和竞争形势，在此基础上，运
用市场营销的基本理论分析了大庆油田通信公司的内外部竞争环境，深入分析了油田通
信公司的特点，内、外部情况和未来面对竞争对手在通信市场中抢占用户所应采取的市
场营销组合策略。本文共分五个部分：第1部分介绍了当前通信市场的研究背景，目的
及意义。研究了近年来国内外研究文献，对比国内外研究情况的优缺点，并提出改进方
向，确定了本文的研究方法及内容；第2部分阐述了通信市场及特点，中国目前通信市
场中市场细分及定位、通信市场特点及市场细分的理论依据，为确定本文研究中应制定
的营销组合及组合策略提供基础；第3部分对大庆油田通信市场进行细分，分析了大庆
油田通信市场情况及特点，并对用户进行问卷调查，重点调查用户对公司目前通信产品
满意度情况，及对宽带网速，费用的意见。针对问卷调查结果，重点分析了用户目前对
公司的基本态度，对公司通信产品提出的意见；第4部分研究了大庆油田通信公司市场
的细分及定位，从传统业务和新兴业务两个方面对细分后的业务内容及其定位做了具体
分析。第5部分研究了针对大庆油田通信公司市场细分的营销组合策略，主要分为传统
业务的营销组合策略和新兴业务的营销组合策略两个方面。并在分析营销组合策略中结
合4Ps 理论，即产品，价格，渠道，促销四个方面进行研究。确定今后大庆油田通信公
司主要发展目标，以及公司必须细分品牌，调整产品策略、价格策略、拓展营销渠道，
作好促销工作，并提出了大庆油田通信公司要继续保持或扩大市场优势应在顾客满意策
略上采取的对策

关键词：油田通信；通信市场；营销组合；营销策略II
Daqing oilfield communication marketing mix strategy
ABSTRACT
With the rapid development of the national communication market, the
telecommunication enterprise reform and restructuring of the state council, the daqing oil
field communication company of monopoly was broken in the field of oilfield, the daqing oil
field regional communication industry can compete by different communication enterprise
benign mutual business services to provide users with communication. Oil field
communication company is facing unprecedented challenges, with the oil field
communication company competition, the enterprises are mainly concentrated in unicom,
telecom, mobile three company. To solve the oil field communication company currently
being broken market position, for the oil field communication company in the competition in
the telecommunication industry market advantage, must according to the oil field
communication company communications products and communications market subdivision,
formulate corresponding segmentation communication products marketing mix strategy, in
order to guarantee stability good development of the company in Daqing telecommunication
industry.
This paper studied the Daqing oil field communications market development present
situation, development trend and competition situation, on this basis, by using the basic theory
of marketing communication company of Daqing oil field is analyzed internal and external
competition environment, in-depth analysis of the characteristics of the oil field
communication company, internal and external situation and the future in the face of
competition in telecommunication market should be taken to preempt the marketing mix
strategy. This article is divided into five parts: the first part introduces the communication
market research background, purpose and meaning. Studied the research literature at home
and abroad in recent years, the advantages and disadvantages of contrast research situation at
home and abroad, and put forward improving direction, determine the research method and
content of this article; And characteristics of the second part expounds the communication
market, China is now in the communications market segmentation and positioning,
communications market characteristics and the theory of market segmentation, to determine
the marketing mix of the paper should be developed in the study, and provide the basis for a
portfolio strategy; Part 3 the communication market subdivision in Daqing oil field, analyzes
the communication market situation and characteristics of Daqing oil field, and carries on theIII
questionnaire survey to the user, key users surveyed the current communication on the
company product satisfaction, and the broadband network speed, the opinions of the cost.
According to the questionnaire survey, analyzed the user at present to the company&39;s basic
attitude, communication products put forward opinions on the company; Part 4 of daqing oil
field is studied in communications market segmentation and positioning, from the two aspects
of traditional and emerging business segment after the business content made a concrete
analysis and positioning. Part 5 is studied for Daqing oil field communications market
segmentation marketing mix strategy, mainly divided into the traditional business marketing
mix strategy and marketing mix strategy in emerging business two aspects. And on the
analysis of the marketing mix strategy of combining the theory of 4Ps, namely product, price,
channel, promotion four aspects were studied. Determine the future of Daqing oil field
communication company main development goals, and the company must be niche brand,
adjust product strategy, price strategy, expand marketing channels and promotion work, and
put forward the Daqing oil field communication company to continue to maintain or increase
market advantage countermeasures that should be on the customer satisfaction strategy.
Key words: Oil field communication; Communications market; Marketing mix; The
marketing strategyIV
目录
摘要.....I
ABSTRACT .......II
第1章绪论..1
1.1研究背景、目的及意义.........1
1.1.1研究背景...........1
1.1.2研究目的及意义...........2
1.2国内外研究文献综述.3
1.2.1国外研究情况...3
1.2.2国内研究情况...4
1.2.3文献评述...........5
1.3本文的研究方法及内容.........5
1.3.1研究方法...........5
1.3.2研究内容
。。。以上简介无排版格式，详细内容请下载查看