随着通信技术的高速发展，通信产业已成为全球发展最快速的产业之一，人类生活对 网络的依赖程度越来越大，对于社会来说已经成为了必需品，而通信企业为人与人之间信 息快速传递，设备的信息承载，为全球网络互联互通做出了巨大的贡献。伴随全球通信网 络技术日益发达的今天，通信设备商之间的网络部署和设施的差距逐步缩小，技术水平日 趋接近，竞争进入白热化，而各运营商也不再只依赖于一家通信设备商，他们对通信设备 企业的选择更加苛刻。在市场竞争日趋激烈的环境下，通信企业需要更加关注客户层面， 只有最终抓住了客户，才能在竞争中和其他通信设备商之间拉开差距，获得竞争优势，而 客户营销策略对于通信企业能否在这种大环境下占据有利的市场地位起到至关重要的作 用。因此，对于通信企业来说运营商客户营销策略研究非常有必要。 本文以A公司运营商业务营销状况为主要研究对象，作为大型通信企业，A公司运营 商业务当前在全球市场中占据了较大份额，如果要继续保持甚至进一步扩大市场地位，就 必须制定行之有效的营销策略。目前A公司主要注重产品的研发和生产，在客户界面的投 入尚有不足，要想在竞争中获得有利地位，A公司需要在运营商业务营销战略方面做出优 化，制定从以产品为核心到以客户为核心的营销策略。经调查发现，A公司运营商业务销 售增长率在2016年至2018年从25%下降到了-3%，已经出现了快速下滑的趋势，如果这样 的局面仍然得不到改善，这将不利于A公司的业务经营和目前的市场竞争优势。因此，改 进A公司运营商业务营销策略，提升业务销售增长，势在必行。 根据大量的文献整理以及材料分析发现越来越多的通信企业开始注意到从产品理念 转移到客户理念的重要性，但是客户营销策略的制定必须要根据企业自身情况以及市场环 境因地制宜，系统规划。本文以A公司为例，采用文献调查法、案例研究法、市场调研法 及理论研究法等，系统概述基于以客户为中心的营销策略，并提供理论依据和框架，同时 对该公司营销战略的调整和运营商业务发展的重要性进行论述。通过对A公司运营商业务 营销策略的调查和探究，发现客户层面投入不足是导致A公司运营商业务销售增长率下降 的主要原因，具体包含客户需求把握不到位、客户购买成本偏高、客户购买不够便利以及 客户沟通不足等。这种局面会给A公司运营商业务带来不良影响，如降低市场地位、降低 企业可持续发展能力、降低企业抗风险能力及打击员工积极性。要改变当前现状，需要采 用4Cs原理制定相应对策，第一，满足客户需求，即洞察客户需求变化和加强客户需求引 导；第二，降低客户成本，即降低客户购买成本、提升专家讲解能力以及代理资质水平， 让客户在相同成本情况下受益更多；第三，提高客户购买便利性，即简化内部审批机制、 完善购买流程、优化购买渠道；第四，加强客户沟通，即加强关系营销、多样化媒体组合 传播以及完善反馈机制等方法。通过以上优化策略来帮助A公司运营商业务解决销售增长 率下降的问题，稳定A公司目前的市场地位，并为和A公司情况相似的通信企业提供借鉴。 关键词：A公司运营商业务；客户；营销；销售增长率；4Cs II Abstract In the development of the telecommunications industry, which has become one of the fastest-growing industries in the world. People is becoming more and more dependent on the Internet, which has become a necessity for society. And The telecommunications industries made great contributions to global network interconnection, due to the information from person to person exchanges rapidly. With the development of global communication network technology today, the gap between network deployments and facilities communication equipment vendors has gradually narrowed. The carrier customers are no longer relying on only one telecommunication equipment vendor. The choice is more demanding, which makes the competition between communication equipment companies turn to the white-hot. In the increasingly fierce market competition environment, the focus of communication companies needs to be quickly take more concerns to their customer, which is the only way we can develop more quickly with the other telecommunication equipment vendors in the competition. Therefore, the customer marketing strategies will determine whether the telecommunication companies can occupy a favorable market position in this large environment. In that, It is necessary for the them to study the marketing strategies of carrier customers. This article takes the carrier marketing business of A company as the main research object. A company is a large telecommunication enterprise, occupies a large market share in its industry. If A company wants to maintain or further expand its market position in the market, it must formulate effective marketing strategies for the carrier customers. At present, A Company mainly focuses on product research and development. Customer investment is still insufficient. To obtain a favorable position in the competition, A Company should to optimize the carrier's business marketing strategy, shift from a product-centric strategy to a customer-centric strategy. As the investigation, the sales growth rate of A company's carrier business decreased from 25% to -3% from 2016 to 2018, which has fallen rapidly. If this situation is still not improved, their sales operation and current market competitive advantage will be shaken accordingly. Therefore, it is imperative to improve their carrier customer marketing strategy. Based on a large amount of literature and material analysis, it is found that more and more telecommunication companies have begun to notice the importance of customer. However, the formulation of customer marketing strategies must be based on the situation of the enterprise and the market environment. This article takes A company as an example, adopts literature survey method, case study method, market research method and theoretical research method, etc., systematically summarizes the customer-centric marketing strategy, provides theoretical basis and framework. Through investigation and exploration of A company's marketing strategy, it was found that the specific reasons are: didn't grasped the customer demand, high cost of customer III purchase, inconvenient of the customer purchase, insufficient of customer communication. This situation will bring adverse effects to the carrier business of A company, such as reducing market position, reducing the company's sustainable development capacity, reducing the company's ability to resist risks and combating employee enthusiasm. To change this status, it is necessary to adopt the 4Cs principle to formulate corresponding countermeasures. First, meet customer needs, such as, improve insight into customer demand changes, strengthen customer demand guidance. Second, reduce customer costs, such as, reduce the customer’s purchase cost, improve the ability of experts, and improve the level of agency qualifications, so that customers benefit more at the same cost. Third, improving customer convenience, such as, simplifying the internal approval mechanism and optimizing purchase channels. Fourth, strengthen customer communication, such as, strengthen methods of relationship marketing, diversified media portfolio communication, and improve feedback mechanisms. Through the above optimization strategies to help A company's carrier business solve the problem of falling sales growth rate, stabilize A company's current market position, and provide a reference for communication companies similar to A company's situation. Keywords: Carrier Business of A Company ; customers; marketing; sales growth rate，4Cs IV 目 录 摘要 ....................................................................... I Abstract ................................................................... II 一、绪论 .................................................................... 1 （一）研究背景 .......................................................... 1 （二）研究目的及意义 .................................................... 1 1.研究目的 ........................................................... 1 2.研究意义 ........................................................... 1 （三）国内外研究现状 .................................................... 2 1.国外文献研究综述 ................................................... 2 2.国内文献研究综述 ................................................... 3 （四）研究方法 .......................................................... 4 1.文献研究法 ......................................................... 4 2.案例研