随着漫游费取消、营销成本压降、携号转网等一系列政策的实施，运营商的 收入压力剧增，如何在这样的背景下获得收入的保有与增长成为乌兰察布移动面 临的巨大难题。从“四轮驱动”的角度来看，移动市场业务收入仍占主要部分， 高于家庭市场、新业务、集客市场占比。而4G手机作为移动市场业务使用的载体， 是夺取第一卡槽，保有、提升客户价值的重要关口，对于客户的持续保有及吸引 客户入网具有十分重要的意义，对乌兰察布移动完成收入目标的重要性不言而喻。 据2020年1月14日发表的《中国企业报》，预测数据显示2020-2024年中国 5G基站建设大爆发，5年总投资超过2万亿元，单个5G基站建设成本约为45万 元，约在5年内建设445万个基站。与4G网络相比，5G网络的传输速率、使用 信号频率较高，障碍物穿透率较差，因此5G网络信号覆盖范围更窄，所以要达到 全面覆盖，至少得1000万座5G基站，建设周期至少长达8年之久。5G虽然已经 商用，但5G尚未普及，5G基站建设周期长、费用高，耗时长，且当前5G手机产 品种类少价格高，还不能满足大众换机需求。但经过多年的发展，4G技术成熟， 4G手机品牌丰富、价格档覆盖范围广，对于网络速率要求不高的客户，4G网络完 全能满足客户的需求，因此，在一定时期内4G手机仍然是发展的重点。 本文基于此背景下，以乌兰察布移动2015年-2019年这5年的营销情况作为 研究案例，探讨4G手机市场营销策略，通过分析，找出不足并给出应对策略。通 过本文，可使当地电信运营商及相同规模的运营商更深入的了解客户需求，挖掘 新的市场机会。为后续运营商开展4G手机营销提供借鉴，为5G手机的推广提供 可研究的案例。 关键词：乌兰察布移动公司，4G手机营销策略 II Abstract Withtheimplementationofaseriesofpolicies,suchasthecancellationof roamingfee,thereductionofmarketingcost,andthetransferofnumbertonetwork, etc,Thepressureonoperators'incomehasincreaseddramatically,howtoearnincome underthebackgroundoftheretainedandgrowthbecomeahugeproblemto WulanchabubranchofChinaMobileInnerMongolia。Fromtheperspectiveof "four-wheeldrive",mobilemarketbusinessincomestillaccountsforthemainpart, higherthantheproportionofhomemarket,newbusinessandcustomermarket.Asthe carrierofmobilemarketbusiness,4Gmobilephoneisanimportantgatewaytocapture thefirstcardslot,retainandimprovecustomervalue.Itisofgreatsignificancetothe continuousretentionofcustomersandattractcustomerstothenetwork.Itisalsoof greatimportancetoUlanqabmobiletoachieveitsrevenuegoal. AccordingtotheChinaenterprisenewspublishedonJanuary14,2020,the predicteddatashowsthatChina's5Gbasestationconstructionwillbreakoutin 2020-2024,withthetotalinvestmentexceeding2trillionyuaninfiveyears.The constructioncostofasingle5Gbasestationisabout450,000yuan,and4.45million basestationswillbebuiltinfiveyearsparedwiththe4Gnetwork,the transmissionrateandsignalfrequencyof5Gnetworkarehigher,andtheobstacle penetrationrateisworse.Therefore,thesignalcoveragerangeof5Gnetworkis narrower.Therefore,toachievefullcoverage,atleast10million5Gbasestationsare needed,andtheconstructioncycleisatleast8years.Although5Ghasbeen commercialized,ithasnotbeenpopularizedyet.Theconstructionperiodof5Gbase stationislong,thecostishighandthetimeislong.Besides,thecurrent5Gmobile phoneproductsarefewinvarietyandhighinprice,whichcannotmeetthedemandof thepublicforreplacement.However,afteryearsofdevelopment,the4Gtechnologyis mature,the4Gmobilephonebrandisrich,thepricerangeiswide,forthenetwork speedrequirementsofcustomersnothigh,the4Gnetworkcanfullymeettheneedsof customers,and,therefore,inacertainperiodoftime,4Gmobilephoneisstillthefocus ofdevelopment. Basedonthisbackground,thispapertakesthemarketingsituationofWulanchabu III branchofChinaMobileInnerMongoliain2015-2019asaresearchcase,discussesthe marketingstrategyof4Gmobilephone,findsouttheshortcomingsandgivesthe countermeasuresthroughanalysis.Throughthispaper,localtelecomoperatorsand operatorsofthesamescalecanbetterunderstandcustomerneedsandexplorenew marketopportunities.Itcanprovidereferenceforthesubsequentoperatorstocarryout 4Gmobilemarketingandprovideresearchcasesforthepromotionof5gmobile phones. Keywords:WulanchabubranchofChinaMobileInnerMongolia,4Gmobile marketingstrategy IV 目录 第一章绪论...................................................................................................................1 1.1研究背景与意义.................................................................................................1 1.2研究内容与方法.................................................................................................3 1.3研究的思路.........................................................................................................3 第二章相关理论阐述...................................................................................................4 2.1PEST理论...........................................................................................................4 2.2营销组合4Ps理论.............................................................................................5 2.3SWOT分析法.....................................................................................................6 第三章乌兰察布移动公司市场营销环境分析...........................................................8 3.1乌兰察布移动公司整体概述.............................................................................8 3.1.1乌兰察布移动公司概况...........................................................................8 3.1.2乌兰察布移动公司4G手机业务介绍....................................................9 3.2宏观环境分析.....................................................................................................9 3.2.1政治环境分析...........................................................................................9 3.2.2经济环境分析.........................................................................................10 3.2.3社会环境分析.........................................................................................11 3.2.4技术环境分析.........................................................................................12 3.3微观环境分析...................................................................................................12 3.3.1竞争对手分析.........................................................................................12 3.3.2乌兰察布移动4G手机用户分析..........................................................13 3.4乌兰察布移动公司SWOT分析......................................................................13 3.4.1优势分析.................................................................................................13 3.4.2劣势分析.................................................................................................15 3.4.3机会分析.................................................................................................17 3.4.4威胁分析.................................................................................................18 3.4.5SWOT矩阵分析......................................................................................18 第四章乌兰察布移动公司4G手机营销现状..........................................................20 4.1乌兰察布移动公司4G手机现行的营销策略................................................20 4.1.1细分市场制定差异化营销方案.............................................................20 V 4.1.2借助实体渠道优势提升销量.................................................................21 4.1.3多手段开展促销活动.............................................................................21 4.2乌兰察布移动公司4G手机营销策略存在的问题........................................21 4.2.1部分产品质量、售后保障欠缺.............................................................21 4.2.2库存管理能力有待提升.........................................................................22 4.2.3产品定价重指标轻客户，“信用购机”保障体系不完善...................23 4.2.4渠道发展不均衡，激励机制需优化.....................................................23 4.2.5进厅客户少，业务发展缺少抓手.........................................................23 4.2.6广告宣传能力不足，资源整合能力差.................................................23 4.3乌兰察布移动公司4G手机营销策略存在问题的成因................................24 4.3.1过分依赖实体渠道，激励以自我为中心.