随着我国综合国力的提升和国民经济实力的增强，居民的消费水平也得到进一 步的提高，特别是农村地区，农村居民的通信需求日益增加，尤其是在城市区域通 信市场日趋饱和的情况下，运营商对农村市场的研究和开发显得尤为重要。 作为本土三大运营商之一，中国电信蚌埠分公司（以下简称蚌埠电信）在该区 域农村市场的投入及占有率方面仍然有巨大的提升空间，且其自身的营销优化方案 尚存在诸多不合理之处，因此，如何巩固和扩大自身的市场份额成为了蚌埠电信在 新时代的工作重心。近年来，移动互联网产业以其特有的优势和强大的发展潜力， 正加速地向各欧亿·体育（中国）有限公司及社会生活的各领域全方位渗透，传统营销策略已不能适应移动 互联网时代的农村市场发展要求，因此，蚌埠电信需要不断地完善和优化自身的营 销方案，以强化其在农村市场的竞争地位，无疑本文选题具有重要的现实意义。 本文在国内外相关研究研究成果的基础上，依据现代企业市场营销的理论及方 法，立足于具体的工作实际及实地的调研数据及欧亿·体育（中国）有限公司，运用 SWOT 分析及市场细分 等分析框架，在全面阐述蚌埠电信农村市场营销现状的基础上，通过对其在农村市 场营销中存在的问题及成因进行了系统深入地分析，结合对该地区市场环境及综合 判断，确立了蚌埠电信在农村市场的定位，并以此为基础，最终提出了蚌埠电信在 农村市场营销的优化思路及原则、优化方案设计及实施以及相关的保障措施，为蚌 埠电信在拓展农村市场中提供理论指导，并为国内相关企业提供可资借鉴的经验启 示。 关键词：农村市场；移动互联网欧亿·体育（中国）有限公司；SWOT 分析；营销优化；I ABSTRACT With the improvement of Chinese overall national strength and the strengthening of the national economy, the level of consumption of residents has also been further improved. Especially the communication needs of rural residents are increasing, in the case of an increasingly saturated urban communications market. The research and development of rural market by operators is particularly important. As one of the top three operators in the country, Bengbu Branch of China Telecom(hereinafter referred to as Bengbu Telecom) still has huge room for improvement in the investment and market share of the rural market in the region, and its own marketing strategy still has many unreasonable points. Therefore, how to consolidate and expand its own market share has become the focus of Bengbu Telecom's work in the new era. In recent years, with its unique advantages and strong development potential, the mobile Internet industry is accelerating the full penetration of various industries and social life.The traditional marketing strategy cannot meet the requirements of the development of the rural market in the mobile internet industry. Therefore, Bengbu Telecom needs to constantly improve and optimize its own marketing strategy to strengthen its competitive position in the rural market. Undoubtedly, this topic has important practical significance. Based on the relevant research results at home and abroad, the theory and methods of modern enterprise marketing, this article bases on the actual work experience and field survey data and relevant information, using SWOT analysis and market segmentation ,etc. Explain the implementation status of Bengbu Telecom's rural marketing strategy, analyze the existing problems and causes of rural marketing, and combine the market environment and comprehensive judgment of the region to establish Bengbu Telecom in rural areas. Based on the positioning of the market, it finally put forward the optimization ideas and principles of Bengbu Telecom's marketing in rural areas, the design and implementation of optimization plans, and related protection strategies and measures, to provide theoretical guidance for Bengbu Telecom in expanding the rural market and provide relevant experience for domestic companies in related companies. KEYWORDS: Rural market; Mobile internet industry; SWOT analysis; Marketing optimization1 目 录 第一章 绪论...................................................................................................1 第一节 研究背景与意义 ................................................................................................1 一、研究背景................................................................................................................1 二、研究意义................................................................................................................1 第二节 相关研究综述 ....................................................................................................2 一、国外研究现状........................................................................................................2 二、国内研究现状........................................................................................................2 第三节 研究内容及方法 ................................................................................................3 一、研究内容................................................................................................................3 二、研究方法................................................................................................................3 第二章 市场营销相关理论基础...................................................................5 第一节 市场营销理论 ....................................................................................................5 一、营销理论................................................................................................................5 二、其他相关理论........................................................................................................5 第二节 SWOT 分析工具................................................................................................6 一、SWOT 分析概念....................................................................................................6 二、SWOT 分析目的....................................................................................................6 第三节 市场细分 ............................................................................................................7 一、市场细分的基本概念............................................................................................7 二、市场细分的目的....................................................................................................7 三、市场细分的依据....................................................................................................7 第三章 蚌埠电信农村市场发展现状及问题分析.......................................8 第一节 企业概述 ............................................................................................................8 一、集团公司................................................................................................................8 二、蚌埠电信................................................................................................................8 第二节 蚌埠电信农村地区市场营销问题调查 ............................................................92 一、调研目的................................................................................................................ 9 二、样本的选择............................................................................................................ 9 三、问卷设计与调研实施............................................................................................ 9 四、调查分析.............................................................................................................. 10 第三节 蚌埠电信农村市场存在的主要问题...............................................................11 一、业务资费相对偏高...............................................................................................11 二、营销人员的主观能动性低...................................................................................11 三、维护部门后端保障不力.......................................................................................11 四、农村营业部人才流失严重...................................................................................11 五、服务渠道较少制约客户发展.............................................................................. 12 六、农村区域网络覆盖不足........................................