-I- 摘要 随着 4G 的广泛应用，移动互联网的蓬勃发展，产生了百度、阿里、腾讯这样 的互联网巨头公司，以 BAT 为代表的 OTT 业务迅猛发展，国内三家运营商的基础 业务受到异质竞争的分流，通信市场的利润空间进一步被挤压。BZ 地处地广人稀 的边疆民族自治区，人口不足仅百万，人口红利对通信业务拉动优势不明显，在通 信市场饱和的形势下，移动、联通、电信三家运营商竞争的焦点进一步聚焦在对方 存量客户的争夺上，因此，围绕存量客户开展的经营工作对运营商而言极为重要。 围绕本企业存量客户的经营，进一步聚焦在价值提升和高端客户保有两个方面。 本文以 BZ 电信公司存量客户营销策略为研究对象，运用 PEST 分析、SWOT 分析等科学的方法，对企业内外部环境进行分析，发现 BZ 电信公司在存量客户市 场上存在市场定位不清晰、产品体系不全、差异化不明显、印象价格太高、渠道协 同不足等问题。通过4P营销理论，提出BZ电信公司存量客户的营销策略改进措施， 优化产销品内容，建立灵活的价格体系，加强融合产品的捆绑和促销，创新产品提 供差异化服务，满足移动互联网时代客户个性化、小众化需求；在渠道方面，完善 线上渠道，强化线上线下触点协同，建立线上外呼线下配送的新型渠道模式，提升 渠道服务能力；在促销方面，优化点对点精准促销的路径及场景，并对方案实施保 障提出建议。 论文研究结论对 BZ 电信公司的存量客户经营具有积极的应用价值，有助于 BZ 电信公司在激烈的竞争中获取优势，夯实价值运营基础，也为同类通信企业在存量 经营方面提供了理论支持和方法指引。 关键词，电信公司；存量客户；营销策略；价值提升燕山大学工商管理硕士学位论文 -II- Abstract With the wide application of 4G, Internet giant companies such as Baidu, Ali and Tencent have emerged. OTT business represented by BAT has developed rapidly. The basic business of three domestic operators has been separated by heterogeneous competition, and the profit margin of the communication market has been further squeezed. BZ is located in the vast and sparsely populated frontier ethnic autonomous region, with a population of less than one million. Population dividend has no obvious pulling advantage on telecommunication business. In the situation of saturated telecommunication market, the competition focus of mobile, Unicom and telecommunication operators is further focused on competing for each other's stock customers. Therefore, the operation work around the stock customers is extremely important for operators. Focusing on the operation of our company's stock customers, we further focus on two aspects: value enhancement and high-end customer protection. This paper takes BZ Telecom's stock customer marketing strategy as the research object, uses PEST analysis, SWOT analysis and other scientific methods to analyze the internal and external environment of the enterprise, and finds that BZ Telecom has some problems in the stock customer market, such as unclear market positioning, incomplete product system, indistinct differentiation, too high impression price, insufficient channel coordination and so on. Through 4P marketing theory, this paper puts forward the improvement measures of BZ Telecom's stock customers'marketing strategy, optimizes the content of products produced and sold, establishes a flexible price system, strengthens the binding and promotion of integrated products, innovates products to provide differentiated services, and meets the individualized and minority needs of customers in the era of mobile Internet. In terms of channels, we should improve online channels and strengthen coordination between online and offline contacts. Establish a new channel model of on-line and off-line distribution to enhance channel service capability; optimize the path and scene of point-to-point precise promotion, and put forward suggestions for the implementation of the scheme.Abstract -III- The conclusion of this paper has a positive application value for the stock customer management of BZ Telecom Company. It is helpful for BZ Telecom Company to gain advantages in the fierce competition and consolidate the basis of value operation. It also provides theoretical support and methodological guidance for similar telecommunication enterprises in stock management. Key words: telecom company; inventory customer; marketing strategy; value promotion目 录 -V- 目 录 摘要...................................................................................................................................I ABSTRACT .........................................................................................................................II 第 1 章 绪 论....................................................................................................................1 1.1 研究背景与意义 ...................................................................................................... 1 1.1.1 研究背景 ............................................................................................................ 1 1.1.2 研究意义 ............................................................................................................ 2 1.2 国内外研究现状 ...................................................................................................... 3 1.2.1 国外研究现状 .................................................................................................... 3 1.2.2 国内研究现状 .................................................................................................... 4 1.2.3 国内外研究述评 ................................................................................................ 6 1.3 研究内容与方法 ...................................................................................................... 6 1.3.1 研究内容 ............................................................................................................ 6 1.3.2 研究方法 ............................................................................................................ 7 第 2 章 BZ 电信公司外部环境分析..................................................................................8 2.1 BZ 电信公司的外部环境分析................................................................................. 8 2.1.1 政策环境 ............................................................................................................ 8 2.1.2 经济环境 ............................................................................................................ 8 2.1.3 社会文化环境 .................................................................................................... 9 2.1.4 技术环境 ............................................................................................................ 9 2.2 行业竞争分析 ........................................................................................................ 10 2.2.1 行业竞争现状 .................................................................................................. 10 2.2.2 现有竞争者 ...................................................................................................... 11 2.2.3 潜在竞争者 ...................................................................................................... 12 2.2.4 购买者的议价能力 .......................................................................................... 12 2.2.5 供应商的议价能力 .......................................................................................... 13 2.2.6 替代品的威胁 .................................................................................................. 13 2.3 BZ 电信公司机会与威胁....................................................................................... 14燕山大学工商管理硕士学位论文 -VI- 2.3.1 机会 .................................................................................................................. 14 2.3.2 威胁 .................................................................................................................. 14 2.4 本章小结 ................................................................................................................ 14 第 3 章 BZ 电信公司内部环境分析................................................................................16 3.1 BZ 电信公司基本情况分析.......