本文以中国联合网络通信有限公司河北省分公司（以下简称“河北联通”）为研
究对象，围绕河北联通的4G业务营销策略优化调整这一主题，从目前经营现状入手，
对河北联通的营销环境和4G发展现状进行阐述，对河北联通面临的市场环境和竞争情
况进行分析，得出河北联通在4G业务营销中存在市场定位不明确，营销模式粗放，渠
道效能不高等问题，并深入探讨其产生的原因。然后通过STP分析、4P营销等方法，在
细分市场并选择目标市场定位后，提出河北联通4G发展策略，从产品、价格、渠道、
促销四个维度进行详细说明；最后一部分对营销策略执行过程中的支撑保障进行了阐
述，对网络支撑提出了要求，制定了营销考核激励措施，从而保证营销策略实施到位
。本文通过对河北联通4G营销的系统分析，得出相应的发展策略和措施，为运营商4G
业务发展提供参考

关键词 河北联通 4G业务 市场营销
IAbstract
Abstract
Up to the end of December of 2016, the total number of national telephone users reached
1.53 billion, of which the total number of mobile users 1.32 billion, 4G users 770 million, the
penetration rate of 4G users is 58.2%.4G market has become bigger and stronger, which was a
big cake. The three operators who can seize the best market opportunities will be able to
benefit a lot.
This paper takes China United Network Communication Co., Ltd. Hebei
Branch((hereinafter referred to as Hebei Unicom) as the research object. Around the
optimization of 4G marketing strategy of Hebei Unicom, it analyzes the uncertain market
positioning, extensive marketing pattern, poor channel performance etc. in 4G business
marketing and explores the reasons. It provides solutions aimed at existing problems, through
macro-environment analysis, STP analysis, 4P marketing strategy etc. for the existing
problems. From the current situation of Hebei Unicom, this paper analyzes the existing
problem, elaborates marketing environment and the development of 4G, analyzes the market
environment and competition situation. It proposes 4G development strategy after market
segment and target market positioning. It elaborates four dimensions of product strategy, price
strategy, channel sales strategy and promotion strategy. The last part elaborates the support-
guarantee system in the implementation of marketing strategy, and puts forward the
requirements for network support, formulates marketing assessment incentives, thus to ensure
the implementation of marketing strategies. This paper provides corresponding development
strategies and measures through 4G marketing analysis of Hebei Unicom. It provides
references for 4G business development of the operators.
Keywords Hebei Unicom 4G business marketing strategy
II目 录
目录
第1 绪论1
1.1 研究的背景和意义 1
1.1.1 选题背景 1
1.1.2 研究意义 1
1.2 国内外研究现状 2
1.2.1 国外研究现状 2
1.2.2 国内研究现状 2
1.3 研究思路和方法 3
第2 相关理论综述5
2.1 PEST分析法5
2.2 波特五力模型 6
2.3 STP分析 7
2.4 4P理论7
第3 河北联通4G业务营销环境分析9
3.1 宏观环境分析 9
3.1.1 自然环境和政治环境 9
3.1.2 经济环境 10
3.1.3 社会人文环境 10
3.1.4 技术环境 10
3.2 行业环境分析 12
3.2.1 行业内的竞争情况 12
3.2.2 消费者的议价能力 13
3.2.3 通信运营商的议价能力 13
3.2.4 潜在进入者的威胁 14
3.2.5 替代性产品的威胁 14
3.3 内部环境分析 14
III目 录
3.3.1 资源现状分析 14
3.3.2 营销体系分析 16
3.3.3 4G业务营销现状分析 18
第4 河北联通4G业务营销战略定位及营销目标20
4.1 市场细分 20
4.1.1 公众客户市场
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