中国移动D分公司业务营销策略研究
姓名：李晓岚学科专业：工商管理研究方向：市场营销年级：2019级
摘要
随着近些年互联网的高速发展，人们的生活方式发生了很大的改变，这为运营
商的发展带来了巨大的挑战和机遇。由于竞争者的加入以及快速变化的市场环境，
中国移动D分公司在移动业务的营销策略上仍有不足，因此，研发更有效的营销策
略并占领更大的移动服务市场份额对于D分公司的未来发展至关重要。
本文以大数据理论，精准营销，4P营销理论等理论为理论框架，重点研究中国
移动D分公司的营销策略。在当前情况下，5G通信技术日趋成熟，各大运营商均在
争夺市场份额，所以要加强对D分公司营销策略的研究。本文从产品的调整、价格
的优化、渠道的改革以及促销手段的丰富等方面入手，提出制定相应策略的建议，
优化了D分公司现有的营销策略。
本文主要分为七个部分，4P理论贯穿营销现状、存在问题与策略建议。（4P
理论系麦卡锡教授于1960年左右首次出版的《市场营销》，即产品，价格，渠道和
促销）。
中国移动D分公司业务营销现状：简要介绍了D分公司目前的主要背景情况和
业务产品营销的现状，包括产品介绍、产品定价、分销渠道、促销方式等。对当前
情况的分析和说明也表明D分公司是一家经验丰富的公司。
营销策略存在的问题：主要从产品本身，产品定价，分销渠道和促销方式等方
面总结了D分公司营销策略的当前问题。主要考虑诸如产品类型，友商的营销策略，
渠道方式、促销条件等因素，并针对上述四个方面提出建议。由于互联网的性质，
移动业务产品需要迭代更新，这对D分公司提出了更高的要求，以主动响应，调整
和更改其功能。
营销策略优化方面：主要从产品本身，产品定价，分销渠道和促销方式四大方
面，16个角度入手进行分析。本文在产品方面建议优化主推套餐、打造产品差异化、
融合家庭市场产品、深度开发新业务，从而可以提高品牌对产品的影响力和知名度；
价格方面建议提高客户对资费的满意度、进行竞争定价和差异化定价，从而使该公
司可以区分同一系列产品的价格，并通过与其他两家友商竞争价格来调整其定价策
略；渠道方面建议加速泛渠道的建设、加大电子渠道的发展力度、强化社会渠道的
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管理以及制定科学的计提方案，从而开辟更多线上和线下新的促销渠道；促销方面
建议与其他公司进行组合促销、开发差异化促销形式、加强客户维系促销策略、激
发促销业务人员的积极性，从而可以站在客户体验角度来进行营销，提高产品销量。
本文给出的营销策略建议可以弥补D分公司产品相对单一，定价不灵活，营销
渠道不足以及营销团队业务能力薄弱等缺点。意识到以客户需求为出发点，通过不
断调整营销策略，不断适应市场发展并在细分区域的发展尚未成熟时占领更高的市
场份额来打通产品、渠道与客户之间的关系，从而可以在市场中拥有发言权和定价
权的主导地位。
关键词：中国移动，5G业务，营销策略
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ABSTRACT
With the rapid development of the Internet in recent years, people's lifestyle has
changed greatly, which has brought great challenges and opportunities to the
development of operators. Due to the entry of competitors and the rapidly changing
market environment, China Mobile D branch still has deficiencies in the marketing
strategy of mobile business. Therefore, developing more effective marketing strategy and
occupying a larger mobile service market share is very important for the future
development of D branch.
Taking big data theory, precision marketing, 4P marketing theory and other theories
as the theoretical framework, this paper focuses on the marketing strategy of China
Mobile D branch. At present, 5g communication technology is becoming more and more
mature, and major operators are competing for market share. Therefore, it is necessary to
strengthen the research on the marketing strategy of D branch. Starting with the
adjustment of products, the optimization of prices, the reform of channels and the
enrichment of promotion means, this paper puts forward some suggestions on
formulating corresponding strategies, and optimizes the existing marketing strategies of
D branch.
This paper is mainly divided into seven parts. 4P theory runs through the current
marketing situation, existing problems and strategic suggestions. (marketing, i.e. product,
price, channel and promotion, first published by Professor McCarthy of 4P theory
department around 1960).
Current situation of business marketing of China Mobile D branch: This paper
briefly introduces the current main background and current situation of business product
marketing of D branch, including product introduction, product pricing, distribution
channels, promotion methods, etc. The analysis and explanation of the current situation
also shows that branch D is an experienced company.
Problems in marketing strategy: This paper summarizes the current problems of D
branch's marketing strategy mainly from the aspects of product itself, product pricing,
distribution channels and promotion methods. It mainly considers factors such as product
type, marketing strategy of friends, channel mode and promotion conditions, and puts
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