摘要
继计算机和互联网浪潮后，物联网应运而生，作为联通了物与物、物与人的新兴的
尖端技术，是第三次信息产业浪潮。随着互联网、无线网络、射频技术等技术的不断发
展，以及 5G、AI、云计算等新技术的引入，物联网与之交叉融合，并被深度应用，以
物联网技术为基础的智慧表计、智慧停车、智慧社区、智慧执法、智能家居等业务需求
迅速增长，物联网改变了人们的学习、生活、工作和娱乐的方式，物联网业务成为市场
经济的新的增长点。除运营商在发展物联网业务外，腾讯、华为、小米、阿里等企业也
想分一杯羹，然而所有的物联网业务以数据连接为基础，运营商具备天然的发展优势，
三大运营商中，中国移动具有最多最广泛的“2G、3G、4G、5G、NB”基站，发展物联网
业务成为重点工作之一。中国移动河南公司 2021年政企工作会议上提出，扩规模、提
价值、促应用，加快物联网转型发展。
本文综合运用文献分析法、定性研究法、结合访谈、调查问卷分析等，分析 P市移
动物联网业务营销现状、目前营销策略中所暴露出来的问题，进而对 P市移动公司物联
网营销战略优化进行研究，提出 P市移动公司物联网营销战略的总体优化目标，在优化
的基础之上从企业文化、产品研发、线下体验店、组织落实等方面对 P市移动公司营销
战略的实施进行有效保障。
本文立足云计算、大数据、VR+AR等技术使用催生出“线上、线下”的营销模式，
极大促进商品的销售、服务的数字化发展阶段，根据 P市移动，物联网业务作为一项产
品，还使用传统的营销策略实际发展情况，仅从产品、价格、促销、渠道等优化，已经
不能满足当前客户需求和物联网的发展要求，应当利用以“需求、数据、动态、传递”为
核心的 4D营销理论优化其营销策略。P市移动公司物联网营销战略的优化研究对于我
国其他省市物联网营销策略的优化有着一定的借鉴意义。
关键词：物联网业务；营销策略优化；4D营销
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ABSTRACT
Following the computer and Internet wave, the Internet of Things emerged as the times require,
as a link between things and things, things and people emerging cutting-edge technology, is the third wave
of information industry. With the continuous development of Internet, wireless network, radio frequency
technology and other technologies, as well as the introduction of new technologies such as 5G, AI, cloud
computing, etc. The Internet of Things and its cross-integration, and has been deeply applied, based on the
IoT technology, smart meter, smart parking, smart community, smart law enforcement, smart home and
other business needs are growing rapidly, The Internet of Things has changed the way people study, live,
work and play. The business of Internet has become a new growth point of market economy. In addition to
the operators in the development of IoT business, Tencent, Huawei, Xiaomi, Alibaba and other companies
also want to take a piece of the pie, but all IoT-business based on data connectivity, Operators have natural
development advantages. Among the three major operators, China Mobile has the most extensive "2G, 3G,
4G, 5G, NB" base stations. The development of the Internet of Things business has become one of the key
tasks. China Mobile Henan Company proposed to expand the scale, value, promote the application,
accelerate the transformation and development of the Internet of Things.
In this paper, the comprehensive use of literature analysis, qualitative research, combined with
interviews, questionnaires analysis, analysis of mobile internet of things business marketing situation in P
city, the problems exposed in the current marketing strategy, Furthermore, the paper studies the
optimization of IOT marketing strategy of P City Mobile Company, and puts forward the overall
optimization goal of the marketing strategy. On the basis of optimization from the corporate culture,
product research and development, offline experience shop, organizational implementation and other
aspects of the P City Mobile marketing strategy for effective protection.
This article is based on cloud computing, big data, VR + AR and other technologies to promote
the use of "online, offline" marketing model, Greatly promote the sale of goods, services, digital
development phase, according to P City Mobile, IoT business as a product, but also the actual development
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