随着信息技术和数字经济的高速发展，信息产业仍然是我们当前经济增长的主要动力。 移动互联网的发展方兴未艾，客户的消费模式和商业环境发生了很大变化，通信运营企业 将主要围绕如何满足客户日益增长的移动互联网和信息消费需求寻求转型发展。本文所研 究的就是在中国移动目前传统营销方式存在问题的基础上，展开“互联网+”时代营销新 组合方案的探索。“十三五”时期，是我国全面建成小康社会的决胜期，是通信行业迸发 新动能、迎来新发展的机遇期，也是中国移动持续发展、开拓创新的关键期。但同时，在 传统业务增长空间收窄、营销资源紧缩、“提速降费”要求的实施、产业竞争加剧、体制 机制束缚等背景下，作为国内主导运营商的中国移动也面临多重挑战。 本文首先对“互联网+”及营销组合的相关理论进行阐述，并以中国移动 WZ 分公司 的营销组合策略为主要研究对象，通过对 WZ 移动所处的竞争环境与内外部形势的深入分 析，运用市场营销理论和分析工具，提出 WZ 移动在新形势下新的营销组合方案。国内外 对通信运营商的营销组合策略已经有较多的研究与实践。本文以此为基础，采用案例研究 法与比较分析法，指出在“互联网+”时代下，中国移动营销组合策略调整优化的必要性 和可行性；以 4P 经典理论为基础，从产品、资费、渠道、促销等四个方面提出有助于 WZ 移动转型发展的营销组合方案；同时提出在个人客户、家庭客户、集团客户等细分市场不 同营销组合。 本文认为，在营销组合策略调整时，中国移动地市分公司要把握好几个原则。首先要 始终以用户体验为中心，强调个性化与差异化；其次要充分运用核心能力，让大数据、物 联网等发挥出应有的效益；再者要突破传统信息通讯领域，进军数字化智能化的广阔空间， 尝试“互联网+”模式的线上线下布局。 关键词，通信运营商；“互联网+”；营销组合；大数据浙江理工大学硕士专业学位论文 II Abstract With the rapid growth of information technology and digital economy, the information industry is still the crucial support for social and economic growth in China. The mobile internet is now in the ascendant. The great changes of people’s consumption pattern and the consumption environment stimulate the operation enterprises to seek their own transformation concentrating on how to meet people’s increasing demands for mobile internet and information consumption. Based on the current problems in traditional marketing strategies carried by CMCC, this paper studies on the exploration of new combination of the marketing strategies in background of Internet Plus Era. 13th Five-Year is the extra period of building a well-off society in an all-round way, the opportunity for information industry to generate new power and have broad development prospect, and also the critical period for CMCC to innovate, sustainably develop, and deepen the reform. However, at the same time, as the domestic dominant carrier in China, CMCC is confronting multiple difficulties and challenges, such as traditional business growth narrows, marketing resource reduces, and new requirement implements, industry competition intensifies and industry system restricts. First of all, my paper is going to expand on the relevant theories to Internet Plus and new combination of the marketing strategies. All the cases appearing in this paper are the real marketing regrouping strategies from WZMCC. I use them as main research cases. I offer new marketing proposals for WZMCC under new situations and circumstances after I had a review on the internal and external environment and situation according to the theory of marketing and strategy management. Relevant research and practice concerning communication operators’ marketing regrouping strategies have been carried out both at home and abroad. On the basis of these research achievements, my paper points out the necessity and feasibility of CMCC’s marketing regrouping strategies in Internet Plus era by means of comparative analysis and case study and by quantitative and qualitative analysis. In terms of place, price, promotion and product, my paper also puts forwards the marketing regrouping strategies which apply to transformation of WZMCC and suggests different marketing regrouping plans for customer of individual, family and group. This paper holds that the CMCC branches in different cities have to consistently adhere to浙江理工大学硕士专业学位论文 III following principles on marketing regroup strategy adjustment. To give full play to our own advantages and make good use of big data sets; To be customer-experience centered and highlight personalization and scene content; To jump out traditional service area where we are at the present, access to digital and intelligent area, and establish the on-line and off-line distribution which can apply to the internet plus develop; To guarantee the successful implementation of marketing regroup strategy Key Words: Communication carrier; Internet Plus; Marketing Combination; Big Data浙江理工大学硕士专业学位论文 IV 目 录 摘要........................................................................................................................................I Abstract..................................................................................................................................II 目 录.....................................................................................................................................IV 1 绪 论....................................................................................................................................1 1.1 研究背景与意义 ...........................................................................................................1 1.1.1 研究背景............................................................................................................... 1 1.1.2 研究意义............................................................................................................... 1 1.2 研究思路与研究方法 ...................................................................................................2 1.2.1 研究思路............................................................................................................... 2 1.2.2 研究方法............................................................................................................... 2 1.3 研究内容及创新点 .......................................................................................................3 1.3.1 研究内容............................................................................................................... 3 1.3.2 创新点................................................................................................................... 4 2 基础理论与文献综述..........................................................................................................6 2.1 理论基础 .......................................................................................................................6 2.1.1 互联网+.................................................................................................................. 6 2.1.2 营销组合理论....................................................................................................... 6 2.2 国内外对营销组合理论的研究综述...........................................................................7 2.2.1 营销组合策略的演变和发展............................................................................... 7 2.2.2 市场营销组合理论研究综述............................................................................... 8 2.2.3 市场营销组合策略理论演进分析....................................................................... 9 2.3 国内外运营商面向“互联网+”营销组合创新的研究...............................................10 2.3.1 “互联网+”背景下产品与资费的创新................................................................10 2.3.2 “互联网+”背景下的渠道与促销的创新............................................................13 3 “互联网+”时代通信运营商呈现的问题分析..................................................................15 3.1 WZ 移动公司简介及所处行业环境分析 ..................................................................15 3.1.1 WZ 移动公司简介............................................................................................... 15 3.1.2 WZ 移动所处行业环境分析............................................................................... 15 3.2 WZ 移动公司现有营销组合策略描述与问题分析 ..................................................16 3.2.1 WZ 移动公司现有营销组合介绍....................................................................... 16 3.2.2 “互联网+”背景下 WZ 移动现有营销组合策略及问题分析............................19 3.3 “互联网+”时代营销组合策略改进的必要性............................................................21 3.3.1 原有营销组合下的优势..................................................................................... 21浙江理工大学硕士专业学位论文 V 3.3.2 原有营销组合下的劣势..................................................................................... 22 3.3.3 原有营销组合下的威胁..................................................................................... 22 3.3.4 原有营销组合下的机遇..................................................................................... 24 4 “互联网+”时代 WZ 移动营销组合策略改进的理论与实施方案 .................................25 4.1 营销组合策略优化理论依据分析 .............................................................................25 4.1.1 传统营销组合在“互联网+”时代所显现的不足 ............................................... 25 4.1.2 4P 依然是经典营销组合理论............................................................................. 25 4.1.3 经典 4P 可以走向“互联网+4P” ........................................................................ 26 4.2 “互联网+”对通信运营商的影响................................................................................27 4.2.1 “互联网+”带给企业的影响................................................................................27 4.2.2 “互联网+”为通信运营商营销提供新出路........................................................27 4.3 “互联网+”时代 WZ 移动在 4P 营销组合上的实施方案 ........................................29 4.3.1 产品策略互联网化方案..................................................................................... 30 4.3.2 资费策略互联网化方案..................................................................................... 35 4.3.3 渠道和服务互联网化方案................................................................................. 38 4.3.4 宣传促销互联网化方案..................................................................................... 41 5 效益分析和评估................................................................................................................44 5.1 营销组合策略优化后的相关运营指标分析.............................................................44 5.1.1 产品方面取得发展量.......................................................................................... 44 5.1.2 流量经营方面的成绩......................................................................................... 45 5.1.3 渠道 O2O 取得的进展 ....................................................................................... 45 5.1.4 大数据精准营销成果......................................................................................... 46 5.2 新营销组合策略存在的不足及改进方向.................................................................49 5.2.1 深化互联网思维................................................................................................. 50 5.2.2 加大创新力度..................................................................................................... 51 5.2.3 加强“互联网+4P”优化举措实施保障............................................................... 52 6 结论和展望........................................................................................................................54 6.1 基本结论 .....................................................................................................................54 6.2 对未来的展望 .............................................................................................................55 6.3 本文的不足之处和改进方向 .....................................................................................55