本文是以襄阳电信政企客户作为实证研究对象，以提升移动业务市场份额为目
标，以移动行业应用拓展工作的实践为基础，运用市场营销相关理论，对襄阳电信
政企客户移动行业应用营销策略进行了研究和探讨。首先，对襄阳电信政企客户市
场营销现状、移动行业应用营销现状进行了分析，找出目前移动行业应用营销过程
中存在的问题。接着，运用 PEST 分析方法，对移动行业应用拓展的外部环境进行了
分析；运用 SWOT 分析方法，对全业务竞争情况、移动行业应用拓展的优势、劣势、
机会、威协进行分析。在以上基础上，运用 4Ps、4Cs、服务营销 7Ps、4Rs 等营销组
合理论，结合襄阳电信政企客户部移动行业应用拓展的成功经验和案例，从产品、
价格、渠道、促销、人员、体验营销、关系营销等方面探讨了通过移动行业应用拓
展带动政企客户移动业务规模拓展的营销策略组合，并通过对襄阳电信警务通行业
应用成功案例的分析，论证了所提出的营销策略的有效性。最后，探讨、制定了确
保营销策略得以实施的具体保障措施。
关键词：政企客户，移动行业应用，营销策略，实施保障
II
Abstract
The completion of the new round of restructuring of the telecommunications industry
in 2008 and three 3G licenses’ issuance in 2009 means the official arrival of the
full-service operation era of Chinese Telecom industry, the competition in Chinese
telecommunications industry will become increasingly fierce. The contention for
government and enterprise customers (Group customers), which is an important growth
point in revenue and profit, between the three operators of telecommunications companies
will also be intense.As a later entrant to mobile services, China Telecom Group makes top
to bottom efforts to find effective paths and methods to improve the mobile market share.
With a hope to continuously improve the mobile business market share and improve the
passive situation of fixed-line revenue continues to decline and the fixed network share is
increasingly being eroded; through an unconventional expand scale in the government and
enterprise customers mobile market.
This article is based on Xiangyang Telecom government and enterprise customers as
the object of empirical research, with the objective to enhance the mobile business market
share, work to expand the application of the mobile industry practice, conducted a study
and discussion on the marketing strategy of Xiangyang Telecom mobile government and
enterprise market using related marketing theory. First, the article analyzed the marketing
status quo of the Xiangyang Telecom government and enterprise customers marketing
strategy, the current situation of the mobile industry applications marketing to identify
problems. Then, the external environment is analyzed using the PEST analysis method, the
full-service competition and the advantages, disadvantages, opportunities, threat in the
mobile industry expanding is analyzed using SWOT analysis. Based on the above, a
marketing strategy mix on expanding the scale of business in government and enterprise
customers driven by the mobile industry expanding applications is discussed using
III
marketing mix theory such as 4Ps, 4Cs, Service Marketing 7Ps and 4Rs, combined with
the successful experience and case studies in Xiangyang Telecom government and
enterprise customers department. And demonstrate the effectiveness of the proposed
marketing strategy through the analysis on the success case study in Xiangyang Telecom
police sector. Finally, to explore and develop safeguards to ensure that the marketing
strategy can be implemented.
Key words: Government and Enterprise Customers (Group Customers), the Mobile
Industry Applications, Marketing Strategy, Implementation Safeguard
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目 录
摘 要.....I
Abstract II
1 绪 论
1.1 研究的背景........ (1)
1.2 研究的问题及意义 ....... (2)
1.3 研究的思路及论文框架 ........... (3)
2 市场营销相关理论
2.1 PEST 市场环境分析方法 ......... (5)
2.2 SWOT 分析法 ... (5)
2.3 营销组合理论.... (6)
2.4 竞争优势理论.... (7)
3 移动行业应用现状分析
3.1 政企客户定义及消费特点 ....... (8)
3.2 3G 业务简介.... (10)
3.3 移动行业应用的发展现状 ..... (12)
3.4 国内外移动行业应用研究发展现状 . (13)
4 襄阳电信政企客户市场营销现状分析
4.1 中国电信襄阳分公司简介 ..... (15)
4.2 襄阳电信政企客户市场营销现状分析 ......... (15)
4.3 襄阳电信政企客户移动行业应用营销现状及存在的问题 . (16)
V
5 襄阳电信政企客户移动行业应用市场运营环境分析
5.1 全业务运营时代我国电信市场竞争格局变化趋势 . (19)
5.2 襄阳电信移动行业应用拓展 PEST 外部运营环境分析...... (20)
5.3 襄阳电信政企客户市场全业务竞争情况分析 ......... (24)
5.4 襄阳电信政企客户移动行业应用拓展 SWOT 分析 (28)
5.5 小结...... (34)
6 襄阳电信政企客户移动行业应用营销策略探讨
6.1 襄阳电信政企客户移动行业应用发展总体思路 ..... (36)
6.2 襄阳电信政企客户移动行业应用营销策略组合 ..... (37)
6.3 襄阳电信警务 E 通行业应用案例分析......... (47)
7 襄阳电信政企客户移动行业应用拓展保障体系探讨
7.1 强化政企客户顾问式营销团队建设 . (53)
7.2 建立健全行业应用业务合作体系 ..... (54)
7.3 健全政企客户商情信息管理体系 ..... (55)
7.4 优化售前支持、售中跟进、售后服务流程 . (55)
7.5 建立产品的持续创新及完善机制 ..... (55)
7.6 加大对营销人员的学习培训力度 ..... (56)
结束语........... (57)
致 谢........... (59)
参考文献....... (60)
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