随着互联网的逐渐发展，云计算物联网的逐渐成熟，大数据业务也应运而生。 大数据是指大量的无法通过人工或者传统的数据分析软件在合理的时间内进行存 储、管理和分析的数据。2013 年国内的三大运营商陆续将大数据业务做为了新的 发展契机，和战略方向。运营商大数据以其多样性、真实性等特点占据先天优势， 但是互联网公司的竞争和数据能力不容小觑。如何在复杂的互联网时代发挥运营 商的数据优势，提升与同行业的其他电信运营商以及与互联网公司的竞争力，是 电信运营商重要课题。 本文以沈阳 L 通信公司作为研究对象，分析目前“互联网+”的背景下，该公 司大数据业务的营销现状。具体采用了文献归纳、定性和定量几种方法，研究了 沈阳 L 通信公司基于“互联网+”的客户营销策略。通过研究得出结论：沈阳 L 通 信公司的大数据业务在目前的营销中仍存在许多问题。因此急需进行针对沈阳 L 通信公司大数据营销策略的优化。在这样的形势下，沈阳 L 通信公司需要针对其 在营销中存在的问题，分别从企业角度和顾客角度进行改进、包括产品策略、价 格策略、促销策略、渠道策略并进行细化。在这样的竞争形势下，需要将企业角 度和顾客角度相结合实现企业和顾客的双赢，可以从关联、反应、关系、回报四 个维度进行优化策略的指定。为了保障营销新策略的顺利实施，设计了以组织机 构、人力资源、风险管理、技术几个维度的保障措施。以实现在飞速发展的互联 网浪潮下，沈阳 L 通信公司的大数据业务不管是对比互联网企业还是同行业的电 信运营商均可具备一定的优势，实现大数据业务长足的发展。 关键词：通信运营商，互联网+，大数据，营销策略II ResearchonBigDataBusinessMarketingStrategyofShenyangL CommunicationCompany Abstract With the gradual development of the Internet and the gradual maturity of the cloud computing Internet of Things, big data services have emerged. Big data refers to a large amount of data that cannot be stored, managed, and analyzed in a reasonable time by manual or traditional data analysis software. In 2013, the three major domestic operators successively used big data services as new development opportunities and strategic directions. Operators big data occupies an inherent advantage due to its diversity and authenticity, but the competition and data capabilities of Internet companies should not be underestimated. How to make use of the data advantages of operators in the complex Internet era and enhance their competitiveness with other telecom operators in the same industry and with Internet companies are important issues for telecom operators. This article takes Shenyang L Communication Company as the research object and analyzes the marketing status of the company's big data business in the context of the current "Internet +". Specifically, several methods of literature induction, qualitative and quantitative are adopted to study the customer marketing strategy of Shenyang L Communication Company based on "Internet +". Through research, it is concluded that there are still many problems in the current marketing of Shenyang L Communication's big data business. Therefore, it is urgent to optimize the big data marketing strategy for Shenyang L Communication Company. Under such a situation, Shenyang L Communication Company needs to improve its product strategy, price strategy, promotion strategy, channel strategy and refinement from the perspective of the enterprise and the customer respectively in response to the problems in its marketing. Under such a competitive situation, it is necessary to combine the corporate and customer perspectives to achieve a win-win situation for both the company and the customer. Optimization strategies can be specified from the four dimensions of relevance, reaction, relationship, and return. In order to ensure the smoothIII implementation of the new marketing strategy, safeguard measures have been designed in the dimensions of organization, human resources, risk management, and technology. In order to realize the rapid development of the Internet wave, Shenyang L Communications' big data business can have certain advantages whether it is compared with Internet companies or telecom operators in the same industry, and realize the rapid development of big data business. Key Words：communication operator, internet +, big data, marketing strategyIV 目录 摘要....................................................................................................................................I Abstract.............................................................................................................................II 第 1 章 绪论.....................................................................................................................1 1.1 研究背景............................................................................................................1 1.2 研究意义............................................................................................................2 1.3 研究的内容和方法............................................................................................3 1.3.1 研究的内容.............................................................................................3 1.3.2 研究方法.................................................................................................4 1.4 国内外研究现状................................................................................................4 1.4.1 国外研究综述.........................................................................................4 1.4.2 国内研究综述.........................................................................................6 1.4.3 小结.........................................................................................................7 1.5 本文创新点........................................................................................................7 第 2 章 相关概念与理论概述.........................................................................................8 2.1 相关概念界定....................................................................................................8 2.1.1 大数据及其特征.....................................................................................8 2.1.2 大数据业务.............................................................................................9 2.1.3 市场营销.................................................................................................9 2.2 营销策略相关理论............................................................................................9 2.2.1 PEST 分析................................................................................................9 2.2.2 波特五力模型.......................................................................................10 2.2.3 市场营销 4P 理论.................................................................................11 2.2.4 市场营销 4R 理论.................................................................................11 第 3 章 沈阳 L 通信公司简介及大数据业务概况.......................................................12 3.1 通信运营商发展现状分析..............................................................................12 3.1.1 主营业务现状.......................................................................................12 3.1.2 我国通信运营商大数据发展现状.......................................................13V 3.2 沈阳 L 通信公司大数据业务概况..................................................................15 3.2.1 L 通信公司简介.....................................................................................15 3.2.2 沈阳 L 通信公司简介...........................................................................16 3.2.3 沈阳 L 通信公司大数据业务简介.......................................................17 3.3 PEST 分析.........................................................................................................18 3.3.1 政治条件分析.......................................................................................18 3.3.2 经济条件分析.......................................................................................20 3.3.3 社会条件分析.......................................................................................20 3.3.4 技术因素分析.......................................................................................23 3.4 行业环境分析..................................................................................................24 3.4.1 供应商议价能力...................................................................................24 3.4.2 买方议价能力.......................................................................................25 3.4.3 潜在进入者威胁...................................................................................25 3.4.4 替代者威胁...........................................................................................26 3.4.5 行业内部竞争分析...............................................................................26 第 4 章 沈阳 L 通信公司大数据业务营销现状与问题分析.......................................27 4.1 沈阳 L 通信公司的大数据营销现状..............................................................27 4.1.1 沈阳 L 通信公司大数据业务现有产品体系.......................................27 4.1.2 沈阳 L 通信公司大数据业务营销现状...............................................29 4.1.3 沈阳 L 通信公司大数据业务市场竞争情况.......................................31 4.2 存在的问题......................................................................................................32 4.2.1 缺乏按照每个行业细化专属产品.......................................................32 4.2.2 价格体系不灵活...................................................................................33 4.2.3 缺乏全面的渠道体系...........................................................................33 4.2.4 缺少促销手段.......................................................................................34 第 5 章 沈阳 L 通信公司大数据业务营销策略优化建议...........................................35 5.1 关联策略..........................................................................................................35 5.1.1 细化政务行业产品策略.......................................................................36 5.1.2 金融产品策略.......................................................................................37 5.1.3 旅游行业产品策略...............................................................................37 5.1.4 完善开源平台，打造数据生态优势...................................................37 5.1.5 交叉产品策略.......................................................................................37VI 5.2 反应策略..........................................................................................................38 5.2.1 定价策略...............................................................................................38 5.2.2 多渠道营销策略...................................................................................39 5.3 关系策略..........................................................................................................40 5.3.1 建立客户管理系统...............................................................................41 5.3.2 沉浸式营销...........................................................................................41 5.3.3 促销策略...............................................................................................41 5.4 回报策略..........................................................................................................42 5.4.1 梯度定价...............................................................................................42 5.4.2 制定客户分级.......................................................................................43 第 6 章 优化大数据业务营销策略的保障措施...........................................................44 6.1 组织机构保障..................................................................................................44 6.2 人力资源保障..................................................................................................44 6.3 风险管理保障..................................................................................................45 6.4 技术保障..........................................................................................................46 第 7 章 结论与展望.......................................................................................................47 7.1 研究结论..........................................................................................................47 7.2 展望..................................................................................................................47