中文摘要
2008年的电信企业重组,使三家电信运营企业都成为了全业务运营商,这也
预示着电信欧亿·体育（中国）有限公司的竞争会愈加激烈。中国联通在部分城市己经基本具备同中国移动
竞争的能力,但是在广大的农村地区,由于中国联通口碑问题、信号问题和起步晚
的原因,农村市场几乎被中国移动一家占有,ZZ联通面临的状况也是如此。本文
试图运用营销管理学、战略管理学、营销策划等知识,从农村通信市场竞争环境分
析入手,运用SWOT分析法、PEST分析法和组合分析法等多种手段,分析竞争环
境,确定核心竞争能力和竞争关键因素,针对农村通信市场的特点,提出ZZ联通
农村市场营销策略方案。

关键词:营销策划、农村市场、竞争环境分析、营销组合策略
English abstract
Along with the recombination of China telecommunications industry,
Telecommunication enterprises became whole business operators This means the
competition between them will become more intense.Although China Unicom has the ability to
compete with chinamobile in some of the cities,the coutry market share is still controlled by
chinamobile because of bad public praise,bad signal and later start of china Unicom.lt is the
condition that ZZ Unicom faces This paper attempts to use the marketing management,
strategic management, marketing planning knowledge, from rural communication market
competition environment analysis, the use of SWOT analysis, PEST analysis and combined
analysis and other methods, analysis of the competitive environment, to identify the core
competition ability and the key factor to rural commumcation market, characteristic According
to the characteristics of rural communication market, put forward ZZ Unicom rural
marketing strategy plan. ,
Key words: marketing planning, rural market, competitive environment analysis,
marketing strategy