摘 要
随着通信市场格局的变化，3G 时代及全业务运营时代的到来，市场竞争加剧，
话音产品同质化严重，收益逐渐降低。随着移动互联网时代的到来，客户消费习
惯发生改变，流量、音乐等数据业务蓬勃发展，成为运营商收入增长的重要组成
部分。
绵阳 A 运营商是绵阳本地核心通信运营商，自 1999 年成立以来，客户规模、
公司收入均呈现快速增长态势，其中数据业务收入在公司总体收入中的占比已超
过 20%。但随着“汶川地震”灾后重建结束、3G 牌照发放、市场竞争加剧，绵阳 A
运营商客户增长乏力，话音业务逐渐萎缩，带来的收入逐渐减少。作为国有企业，
本着对股东、员工、消费者负责的态度，需要实现企业的进一步成长，促进运营
收入的增长。因此当前思考如何促进绵阳 A 运营商数据业务收入提升值得研究。
本文结合绵阳 A 运营商实际情况，对数据业务发展历史、现状及数据业务收
入现状进行研究分析，找到数据业务发展存在的问题；在分析绵阳 A 运营商数据
业务收入提升面临的内外部环境、市场需求等要素后，针对绵阳 A 运营商数据业
务收入提升制定相应的策略。在战略层面，调整组织机构提供组织保障，加强队
伍建设提供人才保障，制度流程完善提供机制保障；在战术层面，从产品、价格、
渠道、宣传、服务、促销六个方面进行制定具体策略。通过策略的实施，有效的
提升了数据业务收入。
本文对同类型的地市州或省级运营商具备一定的借鉴指导意义，同时对大型
或较大型国有大型骨干型企业下属地市州及省级公司，可作为业务发展的参考借
鉴案例。
关键词：数据业务，收入提升，营销策略
Abstract
With the change of communications market pattern, the era of the 3G and the entire
business operation era, the market competition intensifies, voice products
homogenization serious, income decrease. With the arrival of the era of mobile Internet,
customer consumption habits changed, vigorous development flow, music and other
data services, has become an important part of operator's income growth.
Mianyang A operators is a Mianyang local core communications operators, since
its establishment in 1999, customer scale, revenues are showing rapid growth, the data
business revenue in the company's overall revenue in the proportion has exceeded 20%.
But with the Wenchuan earthquake post disaster reconstruction ended, 3G license
issuance, the aggravation of the market competition, Mianyang A operator customer
growth is lack of power, the voice business gradually atrophic, bring income decrease.
As a state-owned enterprise, with responsibility for shareholders, employees, consumer
attitudes, needs further to achieve the development of enterprises, promote the operating
income growth. Therefore the current thinking on how to promote the Mianyang A
operators'data business income increase is worth studying.
In this paper, combined with the actual situation of Mianyang A operators, carries on
the analysis to the data service development history, present situation and the data traffic
income status, find the data service development problems; analysis of A in Mianyang
the operators'data business income quality of internal and external environment, the
market demand is facing elements, according to the Mianyang A the operators'data
business revenue to formulate the corresponding strategy. On the strategic level, adjust
the organization to provide organizational guarantee, strengthen the team building of
talents system process improvement, to provide guarantee mechanism; at the tactical
level, to formulate specific strategy from product, price, channel, promotion, service,
promotion six aspects. Through the implementation of the strategy, effectively improve
the data traffic income.
This paper has certain guiding significance to the same type of city or provincial
operators, while the large state-owned backbone enterprises subordinate to the city state
and provincial company business development, can be used as a reference case.
Key Words：Data service, Revenue,Marketing Strategy