摘 要
2011 年是 3G 高速发展的一年，一方面是 3G 用户规模的加速扩大，导致 2G 用
户开始出现下降趋势；另一方面，在手机终端市场，3G 智能手机的生产量和销售量
都开始剧增，广州通信市场上正在掀起 3G 智能手机的换机风潮。随着 3G 网络的不
断完善，用户对手机的应用需求也渐渐发生变化，从原来的语音通信需求向基于智
能手机平台的各类丰富移动互联网应用转变，以 G 为单位的流量消费需求在 3G 时
代正在渐渐成形。在全面进入 3G 发展快车道的今天，运营商如何赢得客户？如何抓
住机遇，在 3G 发展中优先取得市场的领先地位？解决这些问题就能在未来的竞争当
中占领市场的制高点，成为欧亿·体育（中国）有限公司领头羊，从而进一步改变目前的通信市场格局。

本文首先简要介绍了 GZ Unicom 目前市场竞争的基础情况，运用 PEST 分析方
法指出 GZ Unicom 的政治、经济、社会和技术环境等营销外部环境，分析了 3G 时
代下通信欧亿·体育（中国）有限公司的发展趋势，而后从组织结构、企业文化和营销战略等方面，细致地
分析了 GZ Unicom 的内部营销能力，其中运用市场营销的 4P 理论对 GZ Unicom 现
行的营销模式进行了分析。其次，利用 SWOT 分析方法，归纳并对 GZ Unicom 的内
部优势、劣势、外部机遇以及威胁进行匹配。

最后，在综合地分析了影响 GZ Unicom 发展的各方面因素后，根据公司的总体
战略选择，分别从产品、渠道、价格和促销等四个方面，提出了 GZ Unicom 的市场
营销策略。

关键词：电信 移动互联网 营销策略II
Abstract
In recent years, 3G mobile network has been rapidly developed, especially in 2011.
On one hand, the huge increasing of 3G users, leading to the 2G users tend to decrease; in
the other hand, in intelligence terminal mobile phone market, 3G intelligence mobile
began to occupy the dominant position. In the telecommunication market of Guangzhou,
intelligence mobile phone replacement trend has showed up. With the continuous
development of 3G communication network, the user application requirement for mobile
phones has gradually changed. The users no longer satisfied with just the original voice
communications needs, they prefer to get more different types of mobile internet
applications, which are base on the network operators’ interface. Gigabit became the unit
for the data flow in the 3G era was gradually forming. Nowadays, all the operators of
telecommunication field already fully accessed to the 3G fast lane, found out the solutions
for how to win customers and how to priority in obtaining market leadership was the key
to change the telecommunication market pattern and win the competition.
This paper briefly introduced the basic situation of GZ Unicom in the marketing
competition. The PEST analysis has been used to point out the political, economic,
socialize and technological external environment for GZ Unicom and discuss the industry
trends of 3G, The situations of organizational structure, corporate culture and marketing
strategy ware used to detailed analysis the internal environment of GZ Unicom, including
use marketing 4P theory analyses the current marketing model. Secondly, SWOT
analysis has been used to summarize the advantages and disadvantages of GZ Unicom,
describe the external challenges and opportunities which GZ Unicom was facing to, and
match them one by one. Finally, after the comprehensive analysis various factors that
affect the development of GZ Unicom choose to use variety operation strategy considering
the advantageous such as productions, place, price and promotions for marketing and
integrate with the dominant resources to determine the marketing strategy for GZ Unicom.
Key words: Telecommunication Mobile internet Marketing strategyIII
目 录
摘 要........... I
Abstract ....... II
1 绪 论
1.1 研究的目的和意义.... (1)
1.2 相关研究综述 ........... (2)
1.3 研究内容和方法 ....... (8)
2 GZ Unicom 外部营销环境分析
2.1 宏观环境分析 ......... (11)
2.2 产业环境分析 ......... (13)
2.3 竞争对手分析 ......... (15)
2.4 外部环境综合分析.. (19)
3 GZ Unicom 内部营销能力分析
3.1 企业概述 ..... (22)
3.2 营销能力分析 ......... (24)
3.3 核心竞争能力分析.. (29)
3.4 内部环境综合分析.. (31)
4 GZ Unicom 营销战略分析与评价
4.1 三年规划战略目标及路线.. (33)
4.2 战略匹配分析及评价.......... (34)
5 GZ Unicom 营销策略的实施
5.1 产品策略 ..... (38)
5.2 渠道策略 ..... (40)IV
华 中 科 技 大 学 硕 士 学 位 论 文
5.3 价格策略 ..... (42)
5.4 促销策略 ..... (43)
结束语......(45)
致 谢......(46)
参考文献..(47)1