摘要
摘要
2020年新冠疫情的爆发给全球带来了巨大的损失，给社会正常经济活动及
人们生活带来了消极的影响，而疫情的出现也加快了ICT信息通信技术在现实生
活中的应用，加速了以5G为代表的新兴基础设施建设与数字化进程。从个人家
庭生活到企业生产乃至城市建设等方方面面，人们深刻地意识到通讯的重要性。
在疫情常态化的挑战下，联系亲人、居家生活、商务办公、视频会议、在线诊疗，
网络购物等生活所必须的活动都需要无线通信网络来支撑。相信疫情过后，各国
政府一定会大力发展经济，以挽回疫情期间的巨大损失，各国的基建必定会以极
高的速度开展，无线通信作为重要的基础设施会迎来一个空前的发展机遇。
5G是指第五代移动通信技术，在4G技术上的基础上进一步演进而来，人们
希望利用其反应快和传输流量大的特点来促进社会发展。高速率、大连接、低时
延是5G的显著特征，5G快速发展的地区主要集中在东亚、欧洲和北美，因为这
些地区经济和科技都较为发达，移动运营商和设备供应商从自身利益出发都在积
极推动。面对全球各国5G通信建设如此巨大的市场需求，通信产品正在经历着
比以往更强烈的生产销售过程，而作为通信欧亿·体育（中国）有限公司设备中不可或缺的元器件，射频
连接器产品也将迎来更加繁荣的市场。但由于射频连接器技术经过长期发展，技
术不断成熟欧亿·体育（中国）有限公司门槛不断降低，于是不断有新的连接器厂商进入市场竞争，激烈
的竞争导致射频连接器的市场价格持续下滑，再加上原材料大宗商品价格上涨，
各厂商的利润都出现了不同程度的下降，要在这样白热化的市场竞争环境下继续
保持良好的发展，传统的营销策略已经不能适应新时代的需要，必须优化现有的
营销策略，适应现在和未来市场。
本文以通信欧亿·体育（中国）有限公司射频连接器产品领军企业RSBG作为研究对象，运用STP理
论和7PS营销理论的基础知识，搜集查阅国内外大量有关射频连接器产品营销策
略文献欧亿·体育（中国）有限公司和RSBG企业内部欧亿·体育（中国）有限公司，对RSBG公司所处的外部宏观环境采用PEST
分析，对RSBG公司的欧亿·体育（中国）有限公司环境采用五力模型分析，进而对RSBG射频连接器产品
营销策略进行分析诊断。随后基于7PS营销策略组合理论的七个方面出发对RSBG
公司产品营销策略进行优化，最后制定RSBG公司营销策略优化的保障措施，从
完善组织架构、强化多维关系、提升管理能力、员工成长保障、打造研发精英团
队和福利待遇多方面给予保障。RSBG公司射频连接器产品常年稳居欧亿·体育（中国）有限公司前三，
本文不仅可以为RSBG公司在5G市场的营销策略提供参考，也可以为其他同欧亿·体育（中国）有限公司
公司市场营销策略提供借鉴。
关键词：5G；射频连接器；7PS营销；策略优化；
I

摘要
Abstract
The outbreak of COVID-19 in 2020 brought huge losses to the whole world and
negatively affected normal economic activities and people's lives. Meanwhile, the
emergence of COVID-19 also accelerated the application of ICT information and
communication technology in real life and accelerated the construction and
digitalization of emerging infrastructure represented by 5G. From individual family
life to enterprise production and even urban construction, people are deeply aware of
the importance of communication. Under the challenge of the normalization of the
epidemic, the wireless communication network is needed to support the necessary
activities such as contacting relatives, living at home, business office, video
conference, online diagnosis and treatment, and online shopping. It is believed that
after the epidemic, governments of all countries will make great efforts to develop
their economies to recover the huge losses during the epidemic. Infrastructure of all
countries will develop at a very high speed, and wireless communication, as an
important infrastructure, will usher in an unprecedented development opportunity.
5G refers to the fifth generation of mobile communication technology, further
evolving under the basis of 4G technology, people hope to use its characteristics of
fast response and large transmission capacity to promote social development. High
speed, large connection and low delay are the prominent features of 5G. The rapid
development of 5G is mainly concentrated in East Asia, Europe and North America,
because these regions are relatively developed in economy and science and
technology, and mobile operators and equipment suppliers are actively promoting it
from their own interests. In the face of such a huge market demand for 5G
communication construction in all countries around the world, communication
products are experiencing a more intense production and sales process than before,
and as an indispensable component in the communication industry equipment, RF
connector products will also usher in a more prosperous market. After long-term
development, but due to RF connector technology are mature entry barriers coming
down, so there have been new connector manufacturers to enter the market
competition, the competition leads to RF connector market prices continue to decline,
coupled with the raw material rising commodity prices, the profits of manufacturers
have appeared different degree of decline, In order to continue to maintain good
development in such a white-hot market competition environment, the traditional
II

摘要
marketing strategy has been unable to adapt to the needs of the new era, we must
optimize the existing marketing strategy to adapt to the present and future market.
In this paper, RSBG, the leading enterprise of RF connector products in the
communication industry, is taken as the research object. Based on the basic
knowledge of STP theory and 7PS marketing theory, a huge number of domestic and
foreign literatures on marketing strategies of RF connector products and internal
information of RSBG enterprises are collected and reviewed. PEST analysis is
conducted on the external macro environment of RSBG company. Five forces model
is used to analyze the industry environment of RSBG company, and then the
marketing strategy of RSBG RF connector products is analyzed and diagnosed. Then
based on the theory of 7PS marketing strategy combination according to the seven
aspects of optimize the RSBG company product marketing strategy, and finally
develop RSBG company marketing strategy optimization measures, improve the
organizational structure, strengthening the multidimensional relationship, promote
management ability, employee growth, to build research and development team and
welfare benefits protection in many aspects. RSBG's RF connector products are
consistently ranked among the top three in the industry. This paper can not only
provide reference for RSBG's marketing strategy in 5G market, but also for other
companies in the same industry.
Key words: 5G; RF connector; 7PS Marketing; Strategy optimization
III
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