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论文编号：	12944
作者编号：	2320190636
上传时间：	2021/12/14 16:19:50
中文题目：	雄安电信分公司系统集成业务营销策略及实施研究
英文题目：	Research on ICT business marketing strategy of Xiong''''an Telecom Branch
指导老师：	张永强
中文关键字：	中国电信雄安分公司；策略研究；服务营销；系统集成业务；
英文关键字：	China Telecom xiong’an Branch;strategy research;service marketing; system integration business
中文摘要：	通信技术的进步将智能终端、移动互联网和固网宽带结合在一起。其中，移动互联网以其高速高效接入网络的特点著称，而固网宽带的特点是网络接入地点、享用区域有限，但高速低价。如何遵循互联网企业的生存规律，提升企业效率、提升用户体验、增加利润收益，是通信企业的重要发展目标，对于通信企业来说，随着相关技术的发展以及市场环境的不断变化，其发展与生存正面临着巨大挑战以及机遇。为了提高自身对当前市场环境的适应能力，中国电信以自身掌握的通信网络和机房资源为基础，从差异化入手，聚焦信息服务市场，打造自身ICT（系统集成业务）业务体系，为各类用户的信息化需求提供针对性的解决方案。目前，系统集成业务的营销策略已成为中国电信打造自身品牌、提升品牌竞争力的重要因素。 本文以中国电信雄安分公司ICT（系统集成业务）的营销策略为研究对象，从公司的营销环境角度出发，主要借助SWOT以及PEST等分析手段来完成对其的深入研究。在该公司对ICT业务营销策略的选择过程中，对经济文化以及政治法律等影响因素展开了深入分析发现，随着雄安建设的加快，雄安地区科技高地的属性愈加凸显，在相关政策的扶持下雄安地区的ICT业务市场极具潜力，而疫情的影响也给ICT业务拓展带来了新契机。而对该公司所面临的挑战以及机遇进行了深入研究发现，随着市场环境的变化以及行业内竞争格局的白热化，雄安地区的信息化市场不同于寡头垄断的形式而更呈现垄断竞争的特点，运营商之间竞争激烈的同时运营商之外的信息化解决方案提供商也对市场有着很大的威胁和冲击。并且，文中介绍了英国电信ICT业务服务的客户群、服务营销的模式和电信资费的定价策略，归纳总结了国外电信公司在服务营销方面的成功经验。最后，本文根据雄安地区实际特点及中国电信雄安分公司的组织结构特点、发展战略规划、企业文化等方面从营销策略选择及营销策略落实保障两个层面提出了研究结论和建议。认为该公司必须进一步细分市场和明确市场定位，同时应从内部营销、外部营销及浮动营销三个方面进行提升，注重根据不同客户的个性化需求提供定制化服务，并且应当结合数字化视角制定新的营销组合策略，迎合时代潮流，提升市场竞争力。本文从组织队伍建设、信息化建设、企业文化建设以及平台建设及资本结构优化四方面为中国电信雄安分公司ICT业务服营销策略的实施保障提出了建议，从而确保其ICT业务营销策略的顺利落地。本文一方面为优化中国电信雄安分公司ICT业务的营销策略，另一面为其他运营商的本地网公司提供类似产品及服务的营销策略选择的意见参考。
英文摘要：	Advances in communication technology have combined smart terminals, mobile Internet and fixed-line broadband. Among them, the mobile Internet is famous for its high-speed and efficient access to the network, while the fixed-line broadband is characterized by limited network access locations and limited areas, but high speed and low price. How to follow the survival law of internet enterprises, improve enterprise efficiency and user experience and increase profits is an important development goal of communication enterprises. For communication enterprises, with the development of relevant technologies and the continuous changes of market environment, their development and survival are facing great challenges and opportunities. In order to improve its adaptability to the current market environment, China Telecom, based on its own communication network and computer lab resources, starts from the internet differentiation, focuses on the information service market, creates its own ICT (System Integration Services) business system, and provides targeted solutions for the information needs of various users. At present, the marketing strategy of system integration services has become an important factor for China Telecom to build its own brand and enhance brand competitiveness. This paper takes the marketing strategy of ICT (System Integration Services) of Xiong’an Branch of China Telecom as the research object. From the perspective of the company’s marketing environment, it mainly uses SWOT and PEST analysis methods to complete the in-depth study. In the selection process of ICT business marketing strategy, the company carried out in-depth analysis on the influencing factors such as economic culture, politics and law, and found that with the acceleration of Xiongan’s construction, the property of Xiong’an as a scientific and technological highland has become increasingly prominent. With the support of relevant policies, the ICT business market in Xiong’an has great potential. The impact of the epidemic has also brought new opportunities for ICT business expansion. The in-depth study on the challenges and opportunities faced by the company found that, with the change of market environment and the intensification of competition in the industry, the information market in Xiong’an is different from the form of oligopoly, but more monopolistic competition characteristics. While the competition between operators is fierce, the information solution providers outside operators also have a great threat and impact on the market. In addition, the paper introduces the customer base of British Telecom ICT business services, service marketing model and pricing strategy of telecom charges, and summarizes the successful experience of foreign Telecom companies in service marketing. Finally, according to the actual characteristics of Xiong’an area and the organizational structure characteristics, development strategic planning and corporate culture of China Telecom xiong’an Branch, this paper puts forward research conclusions and suggestions from the two aspects of marketing strategy selection and marketing strategy implementation guarantee. It is considered that the company must further subdivide the market and clarify the market positioning. At the same time, it should improve from the three aspects of internal marketing, external marketing and floating marketing, pay attention to providing customized services according to the personalized needs of different customers, and formulate new marketing mix strategies from the digital Perspective to meet the trend of the times and enhance market competitiveness. This paper puts forward suggestions for the implementation of ICT Service Marketing Strategy of China Telecom Xiong’an Branch from four aspects: organization team construction, information construction, enterprise culture construction, platform construction and capital structure optimization, so as to ensure the smooth implementation of ICT service marketing strategy. On the one hand, this paper is to optimize the marketing strategy of ICT business of China Telecom xiong’an Branch, on the other hand, it is to provide advice and reference for the local network companies of other operators to choose the marketing strategy of similar products and services.
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