摘要
摘要
随着国家逐步对移动和广电放开固网营业经营牌照，并且通过试点的方式
引入了民营企业的加入，打破了当前宽带市场前期的垄断格局，从北网通、南
电信的宽带市场格局，变成了各大运营商及民营企业竞争的局面，中国宽带市
场的竞争已经进入了白热化。Y电信公司是厦门市的主要三大电信营运商之一，
依托着前期积累的宽带客户优势，在厦门的企业宽带市场竞争中占据优势，S区
作为厦门重点发展的城区，是各大运营商竞争企业宽带份额的重要区域，目前
的企业宽带市场已经转变为存量市场，对于 Y电信公司来说，面临着巨大的冲
击和挑战，外部有移动和联通通过产品价格战的方式，给 Y电信公司的企业宽
带市场造成了严重的冲击，并且在 Y电信公司内部也存在着自身企业客户流失
率严重，宽带产品同质化严重，营销渠道受阻的问题，因此急需通过优化企业
宽带营销策略，以便于 Y电信公司在市场竞争中持续保持优势，为 Y电信公司
营收发展做出贡献。
基于此，本文通过企业宽带客户市场问卷调查，发现 Y电信公司企业宽带
营销策略中存在产品较为单一、价格优势不足、销售渠道较为狭窄、促销形式
较少、业厅环境不佳和设施不足、客户服务跟踪不到位、营销人员营销技巧不
同的问题，有针对性进行策略优化，在产品方面，制定产品组合销售、产品差
异化以及产品与服务相结合的策略；在渠道方面，制定营业厅直销渠道、线上
电子渠道以及实体渠道的拓展策略；在定价方面，制定定价差异化、折扣优惠
以及主导产品的组合定价策略；在促销方面，制定上门促销、公共关系促销、
分客户类型促销以及新媒体促销策略；在有形展示方面，改善营业厅内部外部
环境，统筹配备自助终端；在客户服务方面，树立“用户至上理念”，做好用
户关系营销改善；在营销团队方面，加强营销团队营销培训。
本文主要通过 STP、波特五力模型等理论工具具体分析该企业存在的营销管
理问题，最终采用 7Ps理论解决问题，将提升Y电信公司在企业宽带营销的整
体能力，并且其他地区的电信公司可以借鉴营销策略，提升 Y电信公司在全国
的整体竞争力。
关键词：企业宽带；营销策略；Y电信公司
I
华侨大学硕士学位论文
Abstract
As countries gradually for mobile and let go of fixed-line business licenses of radio,
film and television, and the introduction of private enterprises to join by means of the
pilot, broke the current pattern of the early stage of the broadband market monopoly,
netcom from the north, south of telecom broadband market pattern, becomes each big
operators and competition situation of private enterprises, China's broadband market
competition.Y telecom company is xiamen, one of the major three telecom operators,
relying on thebroadband customer advantagesof the accumulation, inxiamen
broadband market competition advantage of enterprise, S area as a key development
of xiamen city, is broadband operators competition enterprise share important area of
the current enterprise broadband market has been turned into stock market, for Y
telecom company, Facing huge impact and challenge, the outside is mobile and China
unicom, by means of product price to Y telecom company broadband market caused a
serious impact, and also exist within the Y telecom company customer churn rate is
serious, its own broadband serious product homogeneity, the problem of marketing
channels blocked, soneed a broadband byoptimizing the enterprise marketing
strategy, In order to help Y telecom company maintain its advantage in the market
competition and make contributions to therevenue development ofY telecom
company.
Based on this, through the questionnaire survey of enterprise broadband customer
market, It is found that the product is relatively single in the enterprise broadband
marketing strategy of Y telecom company, insufficient price advantages, narrow sales
channels, few promotion forms, poor businesshall environment and insufficient
facilities, inadequate customer service tracking, and different marketing skills of
marketing personnel, In terms of products, formulate strategies for product portfolio
sales, product differentiation and the combination of products and services; In terms
of channels, formulate the expansion strategies of business hall direct sales channels,
online electronic channels and physical channels; In terms of pricing,formulate
pricing differentiation, discount and combination pricing strategy of leading products;
II