融合通信产品在科学技术飞速发展的今天，特别是云计算、大数据、5G等新兴通 信技术不断进步和完善的大环境下，客户通信需求开始更替和演进，融合通信产品由传 统单纯的硬件销售模式转向了新型数字化ICT融合服务模式。欧亿·体育（中国）有限公司的需求焦点更多倾向 融合通信服务，市场面临通信设备商之间激烈的竞争，部分设备商的融合通信产品与行 业客户已形成了丰富的销售经验，并且通过产品服务的生态化模式开始进入市常 本文以营销管理理论为指导，从目标市场营销战略（STP）和营销组合策略（4Ps） 两个层面，描述RC公司融合通信产品的营销现状，通过内外部环境分析，结合对公司 营销管理人员和客户的访谈，识别该产品营销存在的问题，分析问题产生的原因，并提 出优化建议。本文通过研究发现，RC公司融合通信产品存在的营销问题有：1.市场细 分过于粗略，目标市场不明确和市场定位没有突出优势；2.技术服务滞后、产品无创新； 3.价格组合僵化；4.分销重点不突出、覆盖窄；5.促销客户体验差。针对这些问题，本文 认为应该从以下几个方面进行优化：1.聚焦具体的目标市场；2.定位于专业的融合通信 服务商；3.差异化服务和业务创新；4.灵活组合报价和定制资费；5.重点区域培养和广度 覆盖；6.线上线下多功能体验式促销。通过以上优化建议，为RC公司的融合通信产品 市场发展提供思路。 关键词：通信欧亿·体育（中国）有限公司；融合通信产品；营销策略 II Abstract With the rapid development of science and technology, especially in the environment of cloud, big data, 5g and other emerging communication technologies, the customer communication demand begins to change and evolve. The integrated communication product market has changed from the traditional simple hardware sales mode to the new digital ICT integrated service mode. The demand focus of the industry is more inclined to integrate communication services. The market is facing fierce competition between communication equipment manufacturers. Some equipment manufacturers have formed rich sales experience in integrating communication products and industry customers, and they start to enter the market through the ecological mode of product services. Under the guidance of marketing management theory, this paper describes the current marketing situation of RC company's integrated communication products from the two aspects of target marketing strategy (STP) and marketing mix strategy (4Ps). Through the analysis of internal and external environment, combined with the interviews with the company's marketing managers and customers, this paper identifies the existing problems of the product marketing, analyzes the causes of the problems, and puts forward optimization suggestions. Through the research, this paper finds that the marketing problems of RC company's integrated communication products are: 1. The market segmentation is too rough, the target market is not clear and the market positioning is not prominent; 2. The technical service lags behind, the product is not innovative; 3. The price combination is rigid; 4. The distribution focus is not prominent, the coverage is narrow; 5. The promotion customer experience is poor. In view of these problems, this paper thinks that it should be optimized from the following aspects: 1. Focusing on the specific target market; 2. Positioning in a professional integrated communication service provider; 3. Differentiated service and business innovation; 4. Flexible combination of quotation and custom tariff; 5. Cultivation and wide coverage of key regions; 6. Online and offline multi-functional experiential promotion. Through the above optimization suggestions, provide ideas for the development of RC company's integrated communication product market. Key words: communications industry；integrated communication products；Marketing strategy III 目 录 摘要 ........................................................................................................................................... I Abstract .................................................................................................................................... II 图表清单 .................................................................................................................................. VI 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景和意义 ............................................................................................................. 1 1.1.1 研究背景 ................................................................................................................... 1 1.1.2 研究意义 ................................................................................................................... 2 1.2 文献综述 ......................................................................................................................... 2 1.2.1 营销基础理论 ........................................................................................................... 2 1.2.2 通信欧亿·体育（中国）有限公司研究 ........................................................................................................... 4 1.3 研究内容与方法 ............................................................................................................. 6 1.3.1 研究内容 ................................................................................................................... 6 1.3.2 研究方法 ................................................................................................................... 6 1.4 论文结构 ......................................................................................................................... 7 第二章 公司概况及融合通信产品营销现状 .......................................................................... 9 2.1 公司概况 ......................................................................................................................... 9 2.1.1 发展历程 ................................................................................................................... 9 2.1.2 业务/产品组合 ........................................................................................................ 10 2.1.3 组织架构 ................................................................................................................. 12 2.1.4 经营绩效 ................................................................................................................. 12 2.2 RC公司融合通信产品介绍 .......................................................................................... 15 2.3 RC公司融合通信产品的营销现状 .............................................................................. 15 2.3.1 目标市场营销战略（STP）现状 .......................................................................... 15 2.3.2 营销组合策略（4Ps）现状 ................................................................................... 17 2.4 本章小结 ....................................................................................................................... 21 第三章 营销环境分析 ............................................................................................................ 22 3.1 外部环境 ....................................................................................................................... 22 3.1.1 一般环境 ................................................................................................................. 22 IV 3.1.2 欧亿·体育（中国）有限公司竞争 ................................................................................................................. 26 3.1.3 市场需求 ................................................................................................................. 29 3.2 内部环境 ....................................................................................................................... 33 3.2.1 资源分析 ................................................................................................................. 33 3.2.2 能力分析 ................................................................................................................. 34 3.3 SWOT分析及战略选择 ..............................................................