A Dissertation Submitted to Guangdong University of
Technology for the Degree of Master
(Master of Business Administration)
Research on marketing Strategy of 5G messaging
service of Z Operator
Candidate: Hui Zhou
Supervisor: Rui Hou
May 2022
School of Management
Guangdong University of Technology
Guangzhou, Guangdong, P. R. China, 510520

摘要
摘要
近年来,由于中国移动网络的蓬勃发展 ,在消息传播领域也产生了一系列全新的
特点,微信、QQ等 OTT即时通讯产品也以丰富多样的社交场景和极致的应用体验 ,
积累了丰富的客户群。但伴随着日趋激烈的同质化竞争、传统短彩业务逐渐陈旧 ,Z
运营商在行业价值链的优势地位 ,逐渐受到了被管道化和边际主义的威胁。技术创新
与业务能力优化 ,是 Z运营商在行业生态中增强竞争力的重要手段之一。为提高客户
服务,以适应 OTT消息行业竞争 ,并寻求新的服务价值增长点 ,伴随着中国 5G互联网
基础设施建设的逐步深入， 5G消息业务应运而生。 5G消息服务作为短信基础业务
升级的一项最佳技术选择标准和方案 ,突破了以往短彩信单调的业务形态 ,给消费者
与信息服务行业带来了更为深刻直接的感受 ,与目前 5G的行业应用互补 ,将为运营商
全面转型抗衡互联网产业带了新的发展契机。 2019年 6月 Z运营商创新推出“RCS
商业富媒体消息业务”，创造 5G消息创新开放实验室，和服务平台、 SDK、手机
终端、行业用户以及 AI等生态链有关的厂商合作，创造 5G消息业务生态。
本文根据“提出问题-分析问题-解决问题”的结构首先介绍 5G消息市场的发展
现状和竞争形式，采用 PEST模型分析了 5G消息业务发展的宏观环境。采用波特
五力模型对 Z运营商 5G消息业务发展的主要驱动力、发展趋势和主要障碍，以及
Z运营商在 5G时代的优势、劣势和遇到的机遇以及问题进行了深入分析，根据该
内容给营销策略的设计提供了基础，通过对行业用户对 5G消息产品的需求调研入
手，分析了行业用户通信交互工具的实际需求，对 Z运营商 5G消息产品进行了市
场定位。根据分析结论对 Z运营商 5G消息业务未来营销策略提出了多方面建议，
从产品策略、价格策略、渠道策略、促销策略角度进行策略研究。最后，为了帮助
规划的营销策略可以最大化发挥积极效果，还从加强产业联合、加强安全保障、全
渠道营销支撑四个部分规划设计营销策略的实施保障方式。本文的研究成果为推动
Z运营商 5G消息业务带来新的战略价值和业务增长点，助力 Z运营商重塑生态价
值链，对 Z运营商 5G消息业务自身的发展、对提升 Z运营商 5G消息的国际市场
竞争力，具有一定参考价值。
关键词：OTT；5G消息；营销策略
I

广东工业大学硕士专业学位论文
Abstract
In recent years, with the development of mobile Internet, many new features have
emerged in the field of information transmission. OTT products such as wechat and QQ
have gathered huge user groups with their diverse social scenes and extreme user
experience. With the increasingly fierce homogenization competition, the continuous
decline of traditional businesses and the blurring of the upstream and downstream
boundaries of the industry, Z operator's dominant position in the industrial value chain is
facing the threat of being pipelinized and marginalized. Innovation and service capability
optimization is one of the key means for Z operator to enhance its competitiveness in the
industrial ecosystem. In order to improve user services, adapt to the development
direction of online business transformation, cope with OTT messaging business
competition and look for new business value growth points, 5G messaging applications
emerge at the right moment with the promotion of 5G network infrastructure
construction. As the best choice and scheme for upgrading basic SMS services, 5G
message breaks the single service form of traditional SHORT MMS and provides users
and the industry with more rich and intuitive experience. It is complementary to the
current industrial application of 5G and is expected to bring a new opportunity for
operators to transform and compete with the Internet industry. In June 2019, Z operator
officially released the "RCS Commercial rich media messaging Service" and set up 5G
messaging innovation and open laboratory to jointly build 5G messaging service ecology
by cooperating with service platform, mobile terminal, SDK, AI, industrial users and
other eco-chain related manufacturers.
Based on the framework of "asking questions-analysis-solving problems", this
thesis firstly introduces the development status and competition form of 5G messaging
market in China, and analyzes the macro environment of 5G messaging business
development by using PEST model. Porter's five Forces model is used to analyze the
main driving forces, development trends and main obstacles of Z operator's 5G
messaging business development, as well as the advantages, disadvantages, opportunities
and threats faced by Z operator in the 5G era, so as to establish a realistic basis for
developing marketing strategies. Based on the research of industry users' demand for 5G
messaging products, this thesis analyzes the actual demand of industry users' interactive
communication tools, and makes market positioning for Z operator 'S 5G messaging
products. According to the analysis conclusions, the thesis puts forward many
II
。。。以下略