摘要
2008 年 5 月 24 日国家三部委公布的电信重组方案，中国联通与中国网通合并成
立中国联合网络通信有限公司（简称：中国联通），成为名副其实的全业务电信运营
商，中国联通河南分公司（简称：河南联通）是中国联通在河南省的分支机构。本
文探讨的是作为拥有丰富固网资源和先进 3G 网络的河南联通，如何构建、管理高效
的市场营销体系，应对全业务运营下更加激烈的市场竞争，扩大规模，提升市场份
额。

本文运用市场营销的理论和方法，运用波特五力分析法对河南通信欧亿·体育（中国）有限公司竞争市
场环境研究，对河南联通通信业务进行深入细致的调研，运用 SWOT 分析法重点分
析了河南联通内部存在的优势、不足、机会和威胁，找出移动业务营销中存在的问
题。在此基础上，对河南联通移动业务营销策略提出了建设性的意见和实施建议。

本论文突破了以往运营商所做营销方案的传统套路，弱化方案中的技术色彩，
着重推出具体市场运作方案；该论文创造性的挖掘和利用河南联通百年邮电沉淀的
各种资源，设计出资源合理利用的营销组合方案，为河南联通改变粗放经营，开展
结构化营销提供借鉴，采用客户、渠道和产品匹配的营销策略，达到企业、渠道和
客户多赢，走融合和差异化之路的竞争道路，为 3G 时代电信全业务环境下河南联通
持续快速健康发展提供了新的思路和想法。为通信欧亿·体育（中国）有限公司移动业务营销战略定位、策
略设计和整合提供了借鉴案例，为今后类似企业的移动业务营销策略制定提供借鉴。

关键词：移动业务营销策略 SWOT 河南联通
Abstract
The three national ministries announced the telecommunications restructuring
program on May 24, 2008, China Unicom merged with China Netcom into the China
United Network Communications Group Co., Ltd. (Referred to as：China Unicom), which
becomes a trully full-service telecom operators, Henan Branch, China Unicom（Referred
to as：Henan Unicom) is a branch of China Unicom in Henan province. This thesis
discusses the Henan Unicom which has rich fixed-line resources and advanced 3G
network , how to build and manage the efficient Mobile service marketing system, how to
response to more intense market competition in the full business operations, how to
expand the scale and increase the market share.
By using the marketing theories and methods, this paper uses Porter’s Five Forces to
analyze the competitive market environment of the communications industry in Henan,
making a deep and meticulous research in Henan Unicom communication services, using
SWOT to analyze the advantages, shortcomings, opportunities and threats which exist in
the Henan Unicom, to identify the problems that exist in the marketing. On this basis, this
paper makes some mobile sevice constructive and implementive comments on the Henan
Unicom.
This paper breaks the past traditional routine of marketing, weakens the technical
color of the program, focuses on the delivering of specific market program; This thesis
taps and utilizes the various resources of the centuries of Posts and Telecommunications,
designs the mix marketing program of rational use of resources, provides a reference for
changing the extensive management and carrying out a structured marketing, takes the
marketing strategy to match the customers, channels, and products in order to reach a
mutual benefit among the enterprises, chann。。。