III
Abstract
The Marketing Strategy of TD Mobile Phone in open channel of Jilin
Mobile
With the Internet era has come, from the communications industry as a whole,
traditional voice revenue growth leveled off , the mobile Internet data services have
been showing explosive growth. Existing customers , traffic customers, corporate
customers have become carriers guaranteed income indicators focus , competition has
intensified .
3G era , the customer selected terminal network is selected , the election operator.
From the 3G terminal capacity perspective, the total market for 89%, 3G terminals
have become mainstream. Vigorously expand the 3G terminal market operators
desperately needed.
3G mobile communications era , the market showed the new competitive
landscape , mobile operators to expand more into focus 3G customers expect to win
more market share in 3G and 3G market competition to occupy the initiative. Since
three operators ( China Mobile, China Unicom , China Telecom ) 3G network
standard is different to expand 3G customers has been transformed into a competitive
3G terminal sales competition , in order to develop more users , you need to sell more
3G terminals. Therefore, the study on the terminal sales in the rapid development of
3G telecom operator has an extremely important significance.
TD terminal market determines the TD customer market share, there is one-
third of the world to achieve the goal , the introduction of non- customized mobile
phones TD , TD terminal is to achieve market-oriented operation the only way to
maximize the meet market demand, in line with industrial chain parties interests.
The main idea of this paper is theIntroduction and historical context - a
question - found the problem - solve problems , first introduced Jilin Mobile
Development Overview and terminal sales , followed by introduction Jilin phone
open channel status , and then propose TD mobile phone sales process in an openIV
channel problems . Analysis through open channels , and using theoretical models
PEST Jilin mobile company currently facing economic, political , technological and
social environment were analyzed using Porter's five forces model of the competitive
environment of the industry are analyzed , and finally through STP theory TD phone
in open channels to segment target audience , ready to locate various user needs. By
4P theory Jilin Mobile TD mobile phone in a public channel marketing strategy
( product strategy, pricing strategy, channel strategy , promotional strategy ) to
analyze and make some suggestions for improvement, to get some useful conclusions
and hope through research, makes the TD mobile phone Jilin open channels to further
enhance the proportion of sales , enhance TD mobile phone sales in the open channel
bare ability to enhance the public channels covering the breadth and depth of the full
range of channels through cooperation with , and guide public channels to sell TD
mobile phones. This will not only reduce the cost of Jilin mobile terminal subsidies ,
will meet the needs of the modern consumer purchase , thus promoting the upstream
and downstream industry chain, Infiltration , and promote healthy and orderly
development of the industry , in the marketing process with closer together , so that
further consolidate the dominance of companies , in order to cope with increased
competition . Want the company to further increase the importance of open channels
and TD mobile phone sales for future work to bring some enlightenment to better
promote Jilin Mobile's TD mobile phone sales work.
Keywords:
TD mobile phone，open channel，PEST theory，Chain，4P theoryII
策略、渠道策略、宣传促销策略）进行分析，并提出一些改进建议，得到一些
有益结论，希望通过研究，使得 TD 手机在吉林公开渠道销售的比例进一步提升，
增强 TD 手机在公开渠道的裸机销售能力，提升公开渠道的覆盖广度和深度，通
过跟渠道充分广泛的合作，引导公开渠道去销售 TD 手机。这样既能降低吉林移
动终端的补贴成本，又会满足现代消费者的购机需求，从而推动了上下游产业
链的互渗，推动了行业健康有序发展，在营销过程中有了更紧密的合力，让企
业的主导地位更加巩固，以此来应对更加激烈的竞争。希望公司进一步加大对
公开渠道的重视，并为今后的 TD 手机销售工作带来一些启示，更好地促进吉
林移动 TD 手机销售工作的开展。

关键词：
TD 手机，公开渠道，PEST 理论，产业链，4P 理论I
摘 要
吉林移动 TD 手机公开渠道的营销策略
随着互联网时代已经到来，从通信行业的整体来看，传统语音收入增长趋
于平缓，移动互联网的数据业务已呈现爆发式增长态势。存量客户、流量客户、
集团客户已经成为运营商保证收入指标的重点，竞争已经日趋白热化。

3G 时代，客户选终端就是选网络、选运营商。从 3G 终端容量看，占整体市
场的 89%，3G 终端已成为市场主流。大力拓展 3G 终端市场对运营商来说已经刻
不容缓。

移动通信 3G 时代的到来，市场呈现新的竞争格局，移动运营商的工作重心
转变为拓展更多 3G 客户，期望在 3G 市场赢得更多份额，并在 3G 市场竞争中占
据主动权。由于三家运营商（中国移动、中国联通、中国电信）3G 网络制式不
同，拓展 3G 客户的竞争已转变为销售 3G 终端的竞争，要想发展更多用户，就
需要销售更多的 3G 终端。因此，研究终端销售业务对处于 3G 高速发展的电信
运营商具有极为重要的意义。

TD 终端市场份额决定了 TD 客户市场份额，要实现三分天下有其一的目标，
推出 TD 非定制手机，是实现 TD 终端市场化运作的必由之路，最大程度的满足
市场需求，符合产业链各方的利益。

本文主要思路就是“介绍背景意义—提出问题—发现问题—解决问题”首
先介绍了吉林移动公司发展概况及终端销售业务，其次介绍吉林省手机公开渠
道现状，然后提出 TD 手机在公开渠道销售过程中存在的问题。通过公开渠道特
征分析，并利用 PEST 理论模型对吉林移动公司当前面临的经济、政治、技术、
社会环境进行了分析，利用波特五力模型对行业竞争环境进行了分析，最后通
过 STP 理论对 TD 手机在公开渠道的目标客户群进行细分，准备定位各类用户需
求。通过 4P 理论对吉林移动 TD 手机在公开渠道的营销策略（产品策略、价格V
目 录
第 1 章 绪论....... 1
1.1 研究背景 .... 1
1.2 研究意义 .... 2
1.3 研究内容与方法 .... 3
第 2 章 吉林移动 TD 手机公开渠道存在的问题....... 5
2.1 吉林移动简介 ........ 5
2.2 吉林省手机公开渠道市场的现状6
2.3 吉林移动 TD 手机公开渠道销售存在的问题 .... 9
第 3 章 吉林移动 TD 手机公开渠道存在问题的诱因分析. 10
3.1 吉林移动 TD 手机的宏观环境分析....... 10
3.2 吉林移动 TD 手机公开渠道市场特征... 13
3.3 TD 手机公开渠道竞争分析........ 20
第 4 章 吉林移动 TD 手机公开渠道营销的对策..... 24
4.1 手机公开渠道市场细分 .. 24
4.2 TD 手机目标市场确定.... 25
4.3 TD 手机的定位与对策.... 25
结 论 ... 32
参考文献 . 34
致 谢 ..... 361