本文以上海电信天翼营业厅为研究对象，通过对通讯产品的介绍、
营销现状的分析将目前天翼营业厅存在的营销问题总结为：客户转化
率低、移动终端未进行市场细分，销量集中于低档机型、客户满意低
影响顾客忠诚度、营业厅人员质量有待提高、服务意识不强
通过对上海电信营业厅宏观和微观营销环境的分析得出上海电
信营业厅通讯产品营销环境的 SWOT，从客户职业、客户年龄和通讯
产品的细分三个角度对上海电信营业厅通讯产品的目标市场进行分
析，接着采用问卷调查的方式对影响上海电信天翼营业厅营销的因素
进行了实证分析，得出价格对客户选择使用哪家运营商，选择哪个营
业厅影响最大，除了价格因素外，对客户选择电信营业厅影响程度最
大当属营业厅的便利性。其次是口碑，这里的口碑由多种因素造成，
其中既包括运营商在客户心中的口碑，也包括该营业厅客户心中的口
碑，所以说提高该营业厅在当地的知名度和名誉度对于营业厅完善营
销有较大帮助。再次是售后的服务质量。最后，服务的等待时间、营
业厅的规模、服务人员的态度、促销活动、营业厅的环境、服务人员摘要
II
的专业性的重要性程度依次递减，在多数人看来的服务人员的专业性
的影响程度最低，其缘由是随着人们使用电信产品的年限增加，客户
对电信产品都有一定程度了解，对服务人员的专业解释依赖度越来越
低
在对上海电信天翼营业厅营销环境、目标市场和实证调研的基础
上，本文依据 4P 理论，提出产品策略上应当聚焦客户需求，依托传
统固网优势，实施 FMC 运营；在价格策略上应当打破营业厅无定价权
的僵硬机制，流量套餐采取低价策略吸引移动 4G 客户和多搞一些价
格上的促销活动；在服务策略上应当提升服务的便利性；在渠道策略
上应当拓展营销渠道，利用上海电信的 O2O 网络平台、互联网营销完
善现有广告宣传体系、做好不同时点的活动促销、进行末梢营销等几
个方面进行上海电信天翼营业厅营销策略的重新设计
关键词：天翼营业厅，市场营销，营销策略，通讯产品；ABSTRACT
III
ABSTRACT
The arrival of the 4G era has changed the development of mobile communications, making
the operators of the competitive landscape has changed, its opportunities and challenges continue
to increase. With the continuous development of China&39;s mobile communication 4G technology,
the operators have carried out related products and services research and development work, and
carried out a lot of marketing work, in order to seize the market as soon as possible to enhance
market share and profit.
In this paper, the Shanghai Telecom Tianyi business hall as the research object, through the
introduction of communication products, marketing analysis of the status of the existing Tianyi
business hall of the marketing problems are summarized as: low customer conversion rate, the
mobile terminal did not market segmentation, sales focused on Low-end models, customer
satisfaction, low customer loyalty, business hall staff to be improved quality, service awareness is
not strong.
Through the analysis of Shanghai telecom business hall of macro and micro marketing
environment of Shanghai telecom business hall SWOT communication products marketing
environment, analysis of Shanghai Telecom Communication products target market from three
angles of occupation, age and customer communication products, customer segmentation, and
then by the way of questionnaire survey on the influence factors of Shanghai Telecom Tianyi
business marketing is analyzed, the price for customers to choose which operators choose which
business impact, in addition to the price factor, the convenience of customers to choose the
influence degree of the telecommunication business hall is the largest business hall. The second is
the reputation, here the reputation caused by a variety of factors, including operators reputation in
the minds of customers, including the business hall of the hearts of customers reputation, so that to
improve the business hall in the local visibility and reputation to improve the marketing business
hall of great help. Once again the quality of after-sales service. Finally, the waiting time for
service, business scale, service attitude, promotional activities, business environment, service
personnel of the professional degree of importance are decreased, the degree of influence of the
majority opinion of the professional service personnel of the lowest, the reason is that with the
increase of people using telecommunications products life customers have a certain degree of
understanding of telecommunication products, professional interpretation is increasingly
dependent on low.
Based on the Shanghai Telecom Tianyi business marketing environment, target market and
empirical research, this paper based on the 4P theory, put forward product strategy should focus on
customer needs, relying on the traditional fixed network advantages, the implementation of FMC
operation; should be stiff mechanism to break the business hall without pricing in the price
strategy, the flow of packages adopt a low price strategy to attract mobile 4G customers and have
some price promotions; should improve service convenience in the service strategy; should
expand marketing channels in the channel strategy, the Shanghai Telecom O2O network platform,
Internet marketing to improve the existing advertising system and do the different time
promotional activities, marketing and other aspects of endings Shanghai Tianyi telecom business
marketing strategy design..ABSTRACT
IV
Liangjie Zhang(MBA)
Supervised by Minggui Sun
Key words: Tianyi business hall, market marketing, marketing strategy, communications
products;目录目录
摘要I
ABSTRACTIII
第一章 绪论.5
1.1 研究背景与研究意义........5
1.1.1 研究背景....5
1.1.2 研究意义....5
1.2 研究的方法和内容5
1.2.1 研究方法....5
1.2.2 研究内容....6
1.3 技术路线图7
第二章 相关文献综述.8
2.1 市场营销及相关理论.......8
2.1.1 市场营销...8
2.1.2 市场营销相关理论9
2.2 电信市场营销相关理论综述......10
2.2.1 电信市场营销国外相关研究......10
2.2.2 电信市场营销国内相关研究...... 11
2.2.3 电信市场营销原则..........12
第三章 上海电信天翼营业厅营销现状分析.......14
3.1 上海电信天翼营业厅简介..........14
3.1.1 上海电信..14
3.1.2 上海电信天翼营业厅......14
3.2 电信营业厅通讯产品分析...
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