I 摘要 随着我国国家的逐渐复兴，以美国为首的其他发达国家对我国通信、互联网 等信息化欧亿·体育（中国）有限公司的打压越来越重，这些欧亿·体育（中国）有限公司的企业国际生存空间不断被挤压，导 致这些企业压力越来越大，于是跨欧亿·体育（中国）有限公司竞争、国内竞争越来越激烈；新技术5G 为各欧亿·体育（中国）有限公司带来新的商机的同时也带来蛋糕重新分配的竞争。在这些竞争压力下， 为了生存和发展，各通信公司开始自我革命，寻求转型升级之路，而营销策略 是公司改革发展的重中之重。 F通信公司作为一家通信设计公司，其主要的市场为电信运营商市场，在国 家相关战略和政策的背景下、在跨欧亿·体育（中国）有限公司竞争愈演愈烈的情况下，电信运营商的 成本和利润压力越来越大，项目投资力度逐年下行，通信设计公司的收入和利 润也随之逐年下降，市场单一的风险越来越明显。在电信运营商市场还有一定 利润空间的情况下，通信设计公司需充分利用好这段缓冲时间，下定决心大力 开拓其它欧亿·体育（中国）有限公司的市场，并深挖原市场的价值，为公司的长远发展奠定基础、提 供助力。 本文基于PEST、波特五力模型、SWOT等理论系统地分析了F通信公司云南 分公司的营销环境和营销现状，分析出现状存在的主要问题。探讨优化市场细 分方式和目标市场选择，即深挖电信运营商市场价值和进一步开拓电信运营商 ICT市场，并根据欧亿·体育（中国）有限公司细分政企市场。针对现状存在的问题和优化后的目标市场 选择，提出相应的营销策略优化措施：在产品策略方面，主要完善核心领域的 产品种类、制定进一步区分细分市场的产品策略、并提升主要竞争性产品的竞 争力；在价格策略方面，与部分竞争对手合作以避免不必要的价格消耗，并优 化细分市场产品的定价法；在渠道策略方面，把战略合作伙伴当作间接营销渠 道，并构建跨欧亿·体育（中国）有限公司的生态的营销渠道系统；在促销策略方面，增加促销对象和 促销场合以提升品牌的溢价能力，并增加价格促销的方式。为保障优化后的营 销策略能顺利落地，提出了相应的保障措施，含营销架构优化、营销培训优化、 营销激励优化、营销费用优化和营销流程优化等。 关键词：营销策略；通信；电信运营商；政企市场 Abstract II Abstract With the gradual rejuvenation of our country, other developed countries led by the United States are putting more and more pressure on China's communication, Internet and other information-based industries, and the international living space of enterprises in these industries is constantly being squeezed, resulting in more and more pressure on these enterprises, so cross industry competition and domestic competition are becoming more and more fierce; new technology 5g brings new business opportunities for various industries at the same time. The competition to redistribute the cake. Under these competitive pressures, in order to survive and develop, each communication company began to self-revolution and seek the way of transformation and upgrading, and marketing strategy is the most important part of the company's reform and development. As a communication design company, f communication company's main market is the telecom operator market. Under the background of relevant national strategies and policies, and under the situation of increasingly fierce cross industry competition, the telecom operator's cost and profit pressure is increasing. The project investment strength is declining year by year, and the income and profit of the communication design company are also decreasing year by year. The single risk of the market More and more obvious. In the case that there is a certain profit space in the telecom operator market, the communication design company needs to make full use of this buffer time, make up its mind to vigorously explore the market of other industries, and dig deep into the value of the original market, so as to lay the foundation and provide assistance for the long-term development of the company. Based on PEST, Porter's five forces model, SWOT and other theories, this paper systematically analyzes the marketing environment and current situation of F communication company Yunnan branch, and analyzes the main problems existing in the situation. To explore and optimize the market segmentation mode and target market selection, that is, to dig into the market value of telecom operators and further Abstract III develop ICT market of telecom operators, and to segment the government and enterprise market according to the industry. In view of the existing problems and the optimized target market selection, this paper puts forward the corresponding marketing strategy optimization measures: in terms of product strategy, it mainly improves the product types in the core areas, formulates the product strategy to further differentiate the market segments, and improves the competitiveness of the main competitive products; in terms of price strategy, it cooperates with some competitors to avoid unnecessary price elimination. In terms of channel strategy, strategic partners should be regarded as indirect marketing channels, and a cross industry ecological marketing channel system should be built; in terms of promotion strategy, promotion targets and promotion occasions should be increased to enhance the brand's premium ability and increase the price promotion. In order to ensure the successful implementation of the optimized marketing strategy, the corresponding safeguard measures are proposed, including the optimization of marketing structure, marketing training, marketing incentive, marketing cost and marketing process. Key Words：Marketing strategy；Communication；Telecom operators； Government-Enterprise Market 目录 IV 目录 第一章 绪论 .............................................. 1 第一节 研究背景和意义 ........................................... 1 一、 研究背景 ........................................................ 1 二、 研究意义 ........................................................ 2 第二节 研究内容与创新点 ......................................... 2 一、 研究内容 ........................................................ 2 二、 论文的创新之处 .................................................. 3 第三节 研究方法和技术路线 ....................................... 3 一、 研究方法 ........................................................ 3 二、 技术路线 ........................................................ 4 第二章 文献综述及相关理论基础 ............................ 5 第一节 文献综述 ................................................. 5 一、 国外文献综述 .................................................... 5 二、 国内文献综述 .................................................... 6 三、 文献评述 ........................................................ 7 第二节 相关理论基础 ............................................. 7 一、 STP理论 ........................................................ 7 二、 4Ps理论 ........................................................ 8 三、 PEST分析理论 ................................................... 9 四、 波特五力模型理论 ............................................... 10 第三章 F通信公司云南分公司的营销环境分析 ............... 12 第一节 宏观环境分析 ............................................ 12 一、 政治环境分析 ................................................... 12 目录 V 二、 经济环境分析 ................................................... 13 三、 社会环境分析 ................................................... 14 四、 技术环境分析 ................................................... 15 第二节 欧亿·体育（中国）有限公司环境分析 ............................................ 16 一、 购买方议价能力分析 ............................................. 16 二、 供应商议价能力分析 ............................................. 16 三、 潜在进入者威胁分析 ............................................. 17 四、 替代品威胁分析 ................................................. 17 五、 同欧亿·体育（中国）有限公司竞争强度分析 ............................................. 17 第三节 SWOT分析 ............................................... 18 一、 机会分析 ....................................................... 18 二、 威胁分析 ....................................................... 18 三、 优势分析 ....................................................... 19 四、 劣势分析 ....................................................... 19 第四章 F通信公司云南分公司的营销现状及问题分析 ......... 20 第一节 F通信公司简介 .......................................... 20 一、 F通信公司简介 ........................................