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首先，通过对国内移动通信市场发展现状的分析，来确定本文的选题背景、
意义以及研究思路，并且通过对市场营销相关理论知识和博弈论分析模型的研究
学习来为全文的书写奠定总体框架和理论基础。
其次，通过对我国移动通信市场发展特点和发展趋势的研究，结合市场活动
的细分方法，得出在营销市场活动中可能存在的问题。针对这些问题，联系国内
目前移动市场的主要竞争形式，通过伯川德模型和卡特尔模型的分析研究，得出
市场竞争中合理解决“囚徒困境”的方法。
最后，通过上面对中国移动通信市场的分析研究，结合博弈论分析模型，在
详细研究市场营销管理体的基础上，提出构建和完善中国移动通信市场的合理建
议，同时给出了市场管理体系的相关管理流程和注意事项，从而更加完善的解决
了目前我国移动通信市场存在的恶性竞争问题，顺应了时代的发展。
关键字：市场营销；竞争；博弈论；营销管理体系；寡头垄断
Abstract
Communication market in China is a knowledge intensive and technology
intensive high-tech market. With the continuous development of the modern market
economy, the competition between the enterprises and the market space becomes
increase-singly fierce, and under the development trend of the society information, the
3G era, mobile entertainment, mobile office and mobile electronic commerce has
become the dominant application in business. With the continuous development of
mobile communication business and the growing of market, in order to be dominant
in the market, the competition between tree major mobile operators become more and
more intense and the most out-standing performance is the constant price com-petition
between them. The development of mobile communication market in China has
suffered great impact because of the generation and the promotion of price war. In
order to ensure the smooth marketing channels leaded by customer demand and to
solve the phenomenon of undesirable competition in the market, this paper will use
the method of game theory to analyze the market competition, and then put forward to
marketing management strategy of building perfect system of the mobile
communication market.
First of all, through the analysis of the current situation of domestic mobile
communications market&39;s development, to determine the selected topic background,
significance and research ideas, and to settle the framework and theoretical foundation
of full text by analyzing marketing related theory and game theory model.
Secondly, through the research of China&39;s mobile communications market&39;s
developed characteristics and developing trend, combined with market segmentation
methods, obtained the problem in the marketing activities. Solving these problems
needs to combine with the main form of competition at present and to analysis
Bertrand DE model and cartel model referring to Chinese mobile market, and then
there will be the way out of prisoner&39;s dilemma in market competition.
Finally, through the analysis of China&39;s mobile communications market research
mentioned above, combined with the game theory analysis model to build and put
forward reasonable Suggestions to perfect the Chinese mobile communications
market on the basis of detailed research of marketing management body, and then
gives the related management process and matters needing attention of the market
management system, so as to better solve the present problems the vicious
competition of mobile communication market in China and to conform to the
development of The Times.
Keywords: Marketing; Competition; Game theory; Marketing management
system; Oligopoly
第 1 章 绪论
1.1 选题背景及意义
我国的移动通信市场现如今已被移动、联通、电信三家运营商占据了主要份
额。在国内的移动通信市场上，拥有庞大用户群体中国移动公司无疑是当前的主
角。中国移动拥有众多地营业厅及多种其他营销方式，作为多年的品牌，早已深
入人心。然而，移动通信行业的顾客忠诚度并不高，用户选择拥有较高性价比的
产品及通信运营商，这就为两外两家通信运营商在介入移动通信行业后能够与中
国移动竞争奠定基础。在 3G 时代已经到来的今天，除中国移动以外另外两家商
家借助 3G 网络的优越性，创建属于自己的网络营销体系，增加自身相关产品的
竞争力，拉近与中国移动有限公司的差距。从移动通信市场上流行的不同移动通
信产品业务来说，运营商们为加大市场占有率各展手段，其产品多样性与重复性
并存，相关产品的市场营销活动缺乏创新，只为眼前的利润，缺少长期发展战略，
通常造成资源不能有效利用，该市场还未曾达到营销导向阶段。以上种种说明中
国移动通信市场的营销体系并不完善，需要各大运营商及学者进行深度研究。
据不完全统计，2012 年全国移动电话用户总数突破 10 亿户，达到 109500
万户，在 2011 年的基础上新增 1067.2 万户。然而固定电话用户数目比移动电话
减少 159.8 万户，总数下降到 28000 万户。由此可见，我国移动电话的发展无论
是从用户规模还是增长速度上都已经呈现出前所未有的良好趋势，同时这也为该
行业的发展奠定了用户基础。目前，三大运营商全部采用两类营销方式：一者自
建营销网点；二者则选择营销代理，寻找合作商家，将其业务的营销活动对外承
包。与此同时，这两种销售形势正在由城市转向农村，并在农村市场中取得了成
功。我国移动通信行业的顾客忠诚度远不如其他服务行业，加之各大运营商营销
活动的目标市场定位不清，使得国内该市场竞争形势较为激烈。诸多商家在效仿
这些营销方式的同时，不能完善营销体系中的缺陷，往往给用户带来不便；即使
某些营销商在营销活动中推出具有创新性的营销方式，但因为实力差距太大等原
因，致使市场的反应不够热烈。因此国内的移动通信商也应该能够认识到，目前
以他们各自的实力想要完全占有整个市场是不可能的，虽然市场给这些运营商带
来了很多机遇，但运营商必须通过建立和完善企业的市场营销管理体系去把握这
