当前，我国移动通信行业竞争激烈，特别是 5G 时代的到来，移动公司的发展 面临着很大的挑战。近年来，中国移动公司业务发展都处于下降的趋势，而电信、 联通的发展逐年增长。特别是在宽带业务方面，虽然移动公司建立的基站、拥有 的资源比电信、联通更有优势。但是，就宽带业务用户增长速度、用户体验度及 忠诚度等来看，电信、联通公司更有优势。譬如，以移动公司 XY 分公司宽带业务 来看，自移动公司比联通、电信两大电信运营商率先获取 4G 牌照以后，通过公司 快速的营销推进和密集的基站建设，充分利用时间差推进 4G 宽带服务，获取了更 多客户，取得了较好经营效益，也获取了良好的市场经营环境。在有线宽带业务 发展方面，XY 移动公司虽然在相关政策的推动下取得了较好的市场效果，在 XY 地 区的服务介入客户 19.01 万人、实现业务覆盖用户达到 107.82 万，整体市场份额 达到了 42.17%，但是公司在有线宽带营销方面同时也遇到了较多的瓶颈与问题。 如价格认可度、产品内容、渠道拓展、营销策略等，如何针对 XY 地区的城市特色， 结合消费水平，优化宽带营销策略，推动 XY 移动公司宽带业务市场营销工作，建 立健全 XY 移动公司宽带业务营销体系极为重要。 本文采用案例分析法、问卷调查等方法，基于 4P、五力分析模型等理论，对 XY 移动公司宽带业务营销策略进行了深入研究。首先，文章重点采用 PEST 理论， 通过对其宽带业务营销的政治环境、经济环境、社会环境、技术环境对其营销的 宏观环境进行探讨，进而采用五力分析模型理论对其供应商议价能力、购买者议 价能力、新进入者威胁、替代品威胁、同业者竞争的微观环境进行分析，并对其 所面临的优势、劣势、机遇和威胁开展探讨；其次，重点分析了 XY 市现有营销产 品、价格、渠道和促销现状，进而提出了 XY 移动公司宽带业务营销策略面临的问 题，其问题主要表现在客户细分不足、缺乏精细产品营销策划、营销宣传意识不 强、营销渠道管理有待提升、促销形式亟需创新等方面；最后，文章针对 XY 移动 公司宽带产品营销现状和存在的问题，从用户和产品差异化、灵活定价策略、优 化营销渠道等方面，提出了 XY 移动公司宽带产品营销策略，并提出提高移动宽带 网络质量、完善营销组织体系建设、提升渠道承载能力、强化监测机制和完善绩 效考核指标等保障措施，从而为 XY 移动公司宽带产品营销提供参考。 关键词：宽带业务,市场营销,营销策略,XY 移动湖 北 工 业 大 学 硕 士 学 位 论 文 II Abstract At present, China's mobile communication industry is facing fierce competition, especially the arrival of 5g era, the development of mobile companies is facing great challenges. In recent years, the business development of China mobile companies is in a downward trend, while the development of Telecom and Unicom is increasing year by year. Especially in broadband services, although the base stations established by mobile companies have more advantages than those of Telecom and Unicom. However, in terms of the growth rate, user experience and loyalty of broadband users, telecom and Unicom have more advantages. For example, from the perspective of the broadband business of XY branch of mobile company, since the two major telecommunication operators of mobile company, Unicom and China Telecom, took the lead in obtaining 4G license, through the company's rapid marketing promotion and intensive base station construction, the company made full use of the time difference to promote 4G broadband service, obtained more customers, achieved better business benefits and a good market operation environment. In the aspect of cable broadband business development, XY mobile company has achieved good market effect under the promotion of relevant policies. In XY region, 190100 customers have been involved in the service, 1078200 users have been covered, and the overall market share has reached 42.17%. However, the company has encountered many bottlenecks and problems in limited broadband marketing. For example, price recognition, product content, channel development, marketing strategy, etc., it is very important to optimize the broadband marketing strategy, promote the broadband business marketing of XY Mobile Corporation, and establish and improve the broadband business marketing system of XY Mobile Corporation in accordance with the urban characteristics of XY region and the consumption level. Based on the theory of 4P and five forces analysis model, this paper makes an in-depth study on the broadband business marketing strategy of XY mobile company. First of all, this paper focuses on pest theory, discusses the macro environment of broadband business marketing through its political environment, economic environment, social environment and technical environment, and then analyzes the micro environment of its suppliers' bargaining power, purchasers' bargaining power, new entrants' threat, substitutes' threat and peer competition with five force analysis model theory This paper discusses its advantages, disadvantages, opportunities and threats; secondly, it focuses on the analysis of the existing marketing products, prices, channels and promotion status of XY City, and then puts forward the problems of the marketing strategy of XY mobile company's broadband business, which are mainly manifested in insufficient customer segmentation, lack of fine product marketing planning, weak marketing awareness, and marketing channel management to be improved Finally, in view of the current situation and existing problems of the marketing of the broadband湖 北 工 业 大 学 硕 士 学 位 论 文 III products of XY mobile company, this paper puts forward the marketing strategies of the broadband products of XY mobile company from the aspects of user and product differentiation, flexible pricing strategy, optimization of marketing channels, etc., and proposes to improve the quality of mobile broadband network, improve the construction of marketing organization system, and enhance the carrying capacity of channels , strengthen the monitoring mechanism and improve the performance evaluation indicators and other security measures, so as to provide reference for XY mobile broadband product marketing. Key words: Broadband services，Marketing，Marketing strategy，Xinyang mobile湖 北 工 业 大 学 硕 士 学 位 论 文 IV 目 录 摘要.....................I Abstract...............II 目录.......................IV 第 1 章 绪言...........1 1.1 研究背景和意义....................1 1.1.1 研究背景....................1 1.1.2 研究意义....................2 1.2 国内外研究现状....................3 1.2.1 关于对价格策略的相关研究.................. 3 1.2.2 关于对服务策略的相关研究.................. 4 1.2.3 关于对品牌策略的相关研究.................. 5 1.2.4 研究述评....................6 1.3 研究内容及方法....................6 1.3.1 研究内容....................6 1.3.2 研究方法....................7 1.4 研究技术路线........................8 第 2 章 理论基础...9 2.1 宽带业务营销概述................9 2.1.1 营销及营销策略........9 2.1.2 宽带网络....................9 2.1.3 宽带业务....................9 2.2 相关理论..............................10 2.2.1 STP 理论...................10 2.2.2 4P 理论.....................13 2.2.3 4C 理论.....................14 2.2.4 4R 理论.....................14 2.3 相关分析方法......................14 2.3.1 PEST 分析.................14 2.3.2 五力模型分析..........15湖 北 工 业 大 学 硕 士 学 位 论 文 V 2.3.2 SWOT 分析.................16 第 3 章 XY 移动公司宽带营销环境分析..........................17 3.1 XY 移动公司宽带营销宏观环境分析............... 17 3.1.1 政治环境..................17 3.1.2 经济环境..................17 3.1.3 社会环境..................18 3.1.4 技术环境..................19 3.2 XY 移动公司宽带营销微观环境分析............... 19 3.2.1 供应商议价能力......20 3.2.2 购买者议价能力......20 3.2.3 新进入者威胁..........21 3.2.4 替代品威胁..............21 3.2.5 同业者竞争..............21 3.3 XY 移动公司宽带营销 SWOT 分析......................22 3.3.1 优势分析..................22 3.3.2 劣势分析..................22 3.3.3 机遇分析..................23 3.3.4 威胁分析..................24 第 4 章 XY 移动公司宽带营销的现状及瓶颈分析......... 25 4.1 XY 移动公司概况.................25 4.1.1 XY 移动公司简介.....25 4.1.2 组织结构..................25 4.1.3 宽带业务介绍..........26 4.1.4 用户规模..................27 4.2 XY 移动公司宽带业务市场细分及目标市场... 28 4.2.1 XY 移动公司宽带业务市场细分........... 28 4.2.2 XY 移动公司宽带业务目标市场........... 28 4.3 XY 移动公司宽带营销的现状............................29 4.3.1 产品..........................29 4.3.2 价格..........................30 4.3.3 渠道..........................31 4.3.4 促销..........................32 4.4 XY 移动公司宽带营销面临的瓶颈....................33湖 北 工 业 大 学 硕 士 学 位 论 文 VI 4.4.1 缺乏客户细分..........33 4.4.2 缺乏精细产品营销策划.........................34 4.4.3 营销宣传意识不强..34 4.4.4 渠道管理有待提升..34 4.4.5 促销形式急需创新..35 第 5 章 XY 移动公司宽带营销策略的优化......................36 5.1 XY 移动公司宽带业务营销理念创新............... 36 5.2 XY 移动公司宽带业务市场优化........................37 5.2.1 市场细分优化..........37 5.2.2 客户细分优化..........37 5.3 XY 移动公司宽带业务营销策略优化............... 38 5.3.1 产品策略优化..........39 5.3.2 价格策略优化..........39 5.3.3 渠道策略优化..........40 5.3.3 促销策略优化..........41 第 6 章 XY 移动公司宽带营销策略实施的保障措施..... 43 6.1 提高移动宽带网络质量......43 6.2 完善营销组织体系建设......43 6.3 提升渠道承载能力..............44 6.4 强化监测机制......................44 6.5 完善绩效考核指标..............45 第 7 章 研究结论及展望....................46 7.1 研究结论..............................46 7.2 研究展望..............................46