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The ICT Business Marketing Strategy Research of China ... · Through studying ICT features, STP...
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厦 门 大 学 博 硕 士 论 文 摘 要 库 学校编码：10384 分类号______密级 ____ 学号：X2011156040 UDC_____ 硕士学位论文 中国电信政企客户 ICT 业务营销策略研究 The ICT Business Marketing Strategy Research of China Telecom Enterprise Customer 邹洁 指导教师姓名： 郭 朝 阳 教授 专 业 名 称： 工商管理（EMBA） 论文提交日期： 2014 年 9 月 论文答辩日期： 2014 年月 学位授予日期： 2014 年月 答辩委员会主席： 评阅人： 2014 年 9 月
Transcript of The ICT Business Marketing Strategy Research of China ... · Through studying ICT features, STP...
厦 门
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学校编码：10384 分类号______密级 ____
学号：X2011156040 UDC_____
硕士学位论文
中国电信政企客户 ICT 业务营销策略研究
The ICT Business Marketing Strategy Research of China
Telecom Enterprise Customer
邹洁
指导教师姓名： 郭 朝 阳 教 授
专 业 名 称： 工商管理（EMBA）
论文提交日期： 2 0 1 4 年 9 月
论文答辩日期： 2 0 1 4 年 月
学位授予日期： 2 0 1 4 年 月
答辩委员会主席：
评阅人：
2014 年 9 月
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厦 门
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厦 门
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摘要
本文主要围绕 ICT（信息通信服务）业务的产品特点，基于市场细分
理论（STP 理论）、市场营销的 4P 理论及国外电信运营商的在 ICT 业务方
面的发展经验，对中国电信政企客户 ICT 业务的营销现状进行分析。
其中，根据市场细分理论（STP 理论）和消费者行为分析理论，对政
企客户市场进行了行业细分，分析了不同行业客户的消费者需求，梳理了
中国电信 ICT 业务市场营销存在的问题，树立以客户为中心的 4P 营销理
念，提出中国电信 ICT 业务营销的 4P 模型。在产品规划方面，要面向互
联网企业转型，以客户为中心，重视产品质量，实现产品快速迭代，坚持
核心产品自己开发，边缘产品整合运营，进行与传统业务深度捆绑和融合；
在价格方面，捆绑传统通信业务打包营销，改变传统 ICT 一次性收费原则，
形成持续业务收入；渠道策略方面，依托现有的政企客户渠道和客户基础，
建立专业化的 ICT 销售渠道和体系，搭建全国一站式集成服务体系；促销
策略方面，针对不同行业的行业特性，进行有针对性的产品促销，旨在快
速的占据市场主导地位。与此同时，本文还提出了 ICT 营销中的品牌策略、
体系建设、机制创新等方面的策略。
本文对提升中国电信 ICT 业务的营销能力和营销水平，对中国电信有
着深远的战略意义和实际意义。
关键词：中国电信；ICT 业务；营销策略。
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Abstract
Through studying ICT features, STP theory, 4P theory and foreign telecom
operators’ experience in ICT, this paper analyzes the marketing status of China Telecom
ICT and provides several strategies about development of ICT.
By studying STP theory and consumer behavior analysis theory, the customer of
China Telecom has been further subdivided into several classes. And then the paper
analyzes the customers’requirements, sorts out the problems in China Telecom ICT
development and puts forward the several ideas, such as changing the current idea of
ICT marketing and setting up the 4P theory in China Telecom ICT. In products planning，
China Telecom must transfer to be a internet company, which means that China
Telecom must focus on customers, pay attention to product quality and insist on
developing the core products and integrating edge products. In price strategy, China
Telecom need to tie up the traditional services and ICT services and change the
traditional principle of one-time charges. In channel building, China Telecom must
build the professional ICT distribution channel and build the national one-stop
integrated service system. In promotion, China Telecom need to make targeted
promotion strategy and dominates the market quickly. At the same time, the paper
proposes the brand strategy, system building strategy and mechanism innovation
strategy.
The paper has a far-reaching strategic significance and practical significance in
promoting China Telecom’s ICT marketing capabilities and marketing levels.
Key words:China Telecom；ICT business；Marketing theory.
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目录
第 1 章绪论 ..................................................................................... 1
1.1 研究背景 .......................................................................................... 1
1.2 研究意义 .......................................................................................... 1
1.3 研究内容 .......................................................................................... 2
1.4 研究目的 .......................................................................................... 3
第 2 章理论研究 ............................................................................. 4
2.1 市场营销理论 .................................................................................. 4
2.2 消费者行为分析理论 ....................................................................... 5
2.3 市场细分理论 .................................................................................. 6
2.4 ICT 业务基本概况研究 ................................................................... 8
2.4.1. ICT 业务概述 ........................................................................................... 8 2.4.2. ICT 与传统电信业务的区别 ................................................................ 8 2.4.3. 中国电信对 ICT 业务定义 ................................................................... 9
第 3 章中国电信 ICT 业务研究 ................................................... 11
3.1 国外电信运营商 ICT 业务发展经验 ............................................. 11
3.1.1. 英国电信 ICT 业务发展经验 ............................................................. 11 3.1.2. 德国电信 ICT 业务发展经验 ............................................................. 13 3.1.3. 小结 .......................................................................................................... 14
3.2 国内 ICT 市场发展环境分析 ........................................................ 14
3.2.1. ICT 业务发展的宏观环境 .................................................................. 14 3.2.2. ICT 业务发展的行业环境 .................................................................. 16
3.3 竞争对手 ICT 业务发展情况分析 ................................................ 18
3.3.1. 中国移动与中国联通 ........................................................................... 18 3.3.2. 互联网公司 ............................................................................................. 19 3.3.3. 传统集成商 ............................................................................................. 19
3.4 中国电信开展 ICT 业务的情况介绍 ............................................. 20
3.4.1. 中国电信介绍 ........................................................................................ 20 3.4.2. 中国电信开展 ICT 业务 SWOT 分析 .............................................. 21
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3.4.3. 中国电信 ICT 业务经营情况 ............................................................. 23 3.5 中国电信 ICT 业务营销存在的问题 ............................................. 25
3.5.1. 渠道方面的问题 .................................................................................... 25 3.5.2. 产品方面的问题 .................................................................................... 26 3.5.3. 价格方面的问题 .................................................................................... 26 3.5.4. 促销方面的问题 .................................................................................... 26 3.5.5. 机制和管理方面的问题 ...................................................................... 26
第 4 章中国电信 ICT 业务市场细分及消费者行为分析 ............ 27
4.1 中国电信 ICT 业务市场细分 ........................................................ 27
4.1.1. 行业客户市场细分 ............................................................................... 27 4.1.2. 商业客户市场细分 ............................................................................... 28
4.2 中国电信 ICT 业务消费者行为分析 ............................................. 31
4.2.1. 行业客户消费者行为分析 .................................................................. 31 4.2.2. 商业客户消费者行为分析 .................................................................. 35
4.3 目标市场选择 ................................................................................ 40
4.4 市场定位 ........................................................................................ 41
第 5 章中国电信 ICT 业务营销策略 ........................................... 43
5.1 ICT 产品发展规划 ............................................................................ 43
5.1.1. 核心产品自己开发，边缘产品整合运营 ....................................... 43 5.1.2. 以客户为中心，产品规划方面向互联网企业转型 ..................... 43 5.1.3. 产品基地化运营，灵活高效 ............................................................. 44 5.1.4. 重视与传统业务深度捆绑和融合 .................................................... 44 5.1.5. 目标客户与产品匹配策略 .................................................................. 44
5.2 价格策略 ........................................................................................ 46
5.2.1. 与传统业务价格捆绑，增加供应商壁垒 ....................................... 47 5.2.2. 定价方法 ................................................................................................. 47
5.3 渠道策略 ........................................................................................ 48
5.3.1. 自主拓展与渠道加载协同 .................................................................. 48 5.3.2. 建立与行业匹配的销售渠道 ............................................................. 48 5.3.3. 全国 ICT 一站式集成服务体系 ........................................................ 51
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5.4 促销策略 ........................................................................................ 52
5.4.1. 行业客户促销策略 ............................................................................... 52 5.4.2. 商业客户 ICT 业务促销策略 ............................................................. 53
5.5 创新策略 ........................................................................................ 54
5.5.1. 建立内部结算机制 ............................................................................... 54 5.5.2. 建立考核机制 ........................................................................................ 55 5.5.3. 建立有效地激励机制 ........................................................................... 55 5.5.4. 强化市场机制，优化资源配置 ......................................................... 55
5.6 品牌策略 ........................................................................................ 56
第 6 章北京电信 ICT 业务营销实践 ........................................... 57
6.1 北京电信 ICT 客户细分 ................................................................ 57
6.1.1. 行业客户细分 ........................................................................................ 57 6.1.2. 商业客户细分 ........................................................................................ 58
6.2 北京电信营销策略 ........................................................................ 58
6.2.1. 渠道策略 ................................................................................................. 59 6.2.2. 产品策略 ................................................................................................. 59 6.2.3. 价格策略 ................................................................................................. 60 6.2.4. 促销策略 ................................................................................................. 61
6.3 北京电信 ICT 客户案例 ................................................................ 62
第 7 章结论及展望 ....................................................................... 64
参考文献 ....................................................................................... 65
致谢 .............................................................................................. 67
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Catalogue
Chapter One Introduction ................................................................................... 1
1.1 Research Background .......................................................................... 1
1.2 Research Significance .......................................................................... 1
1.3 Research contents ................................................................................ 2
1.4 Research purpose ................................................................................. 3
Chapter Two Theoretical research ......................................................................... 4
2.1 Marketing theory ................................................................................. 4
2.1.1. The evolution of marketing theory ..................................................... 5
2.1.2. Analysis of consumer behavior theory ............................................... 6
2.1.3. Market Segment Theory .................................................................... 8
2.2 Study on the basic situation of ICT business ......................................... 8
2.2.1. ICT Business Overview ..................................................................... 8
2.2.2. The difference between ICT and traditional
telecommunication business .................................................................................. 9
Chapter ThreeResearch on ChinaTelecom ICT business ..................................... 11
3.1 The foreign telecom operators’experience in ICT business .............. 11
3.1.1. British Telecom’ experience in ICT business .................................... 11
3.1.2. Deutsche Telekom’ experience in ICT business ................................13
3.1.3. Summary ..........................................................................................14
3.2 Analysis of the development environment of domestic ICT
Market .............................................................................................................14
3.2.1. The macro environment of the development of ICT ..........................14
3.2.2. The industry environmentof the development of ICT ......................16
3.3 The analysis of the developing situation of rival ICT business ...........18
3.3.1. China Mobile and China Unicom ......................................................18
3.3.2. Internet companies ...........................................................................19
3.3.3. Traditional integrators ......................................................................19
3.4 Introduction of ICT business development situationin China
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Telecom .............................................................................................................20
3.4.1. China Telecom introduction ..............................................................20
3.4.2. The SWOT analysis of China Telecom’development of ICT .............21
3.4.3. The situation of China Telecom’s ICT operation ...............................23
3.5 The problems of ICT marketing in China Telecom ...........................25
3.5.1. Channel problems .............................................................................25
3.5.2. Product problems ..............................................................................26
3.5.3. Price problems ..................................................................................26
3.5.4. Promotion problems .........................................................................26
3.5.5. The mechanism and the management problems .................................26
Chapter Four The analysis of ICT market segmentation and consumer
behavior in China Telecom .......................................................................................27
4.1 ICT market segmentation in China Telecom .....................................27
4.1.1. The market segmentation of industry customers ...............................27
4.1.2. The market segmentation of business customers ...............................28
4.2 The analysis of ICTconsumer behaviorin China Telecom .................31
4.2.1. The industry customers behavior analysis .........................................31
4.2.2. The business customers behavior analysis ........................................35
4.3 Target Market Selection .....................................................................40
4.4 Market Positioning .............................................................................41
Chapter Five The ICT business marketing strategy in China Telecom ..................43
5.1 The planning of ICT product development ........................................43
5.1.1. Development of core product and integration of edge
products .........................................................................................................43
5.1.2. Take the customer as the center and transconformation to the
Internet enterprise in product planning.................................................................43
5.1.3. The operation of products in base .....................................................44
5.1.4. Attach importance tobinding and fusion depth with traditional
business .......................................................................................................44
5.1.5. The matching strategyof Target customers and product .....................44
5.2 Promotion strategy .............................................................................46
5.2.1. Bundled with traditional business and increase supplier
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barriers .........................................................................................................47
5.2.2. Pricing methods ................................................................................47
5.3 Channel strategy .................................................................................48
5.3.1. The cooperation of Self expanding and channel loading ...................48
5.3.2. Establishment sales channel ..............................................................48
5.3.3. Establishment the national ICT one-stop integrated service
system .........................................................................................................51
5.4 Promotion Strategy .............................................................................52
5.4.1. The promotion strategyof industry customers ...................................52
5.4.2. The promotion strategyof business customers ...................................53
5.5 Innovation strategy .............................................................................54
5.5.1. Establishment of the internal settlement mechanism .........................54
5.5.2. Establishment of evaluation mechanism ...........................................55
5.5.3. Establishment of effective incentive mechanism ...............................55
5.5.4. Strengthen the market mechanism and optimize the allocation
of resources .........................................................................................................55
5.6 Brand strategy ....................................................................................56
Chapter Six The ICT business marketing practice of Beijing Telecom...................57
6.1 ICT market segmentation in Beijing Telecom ...................................57
6.1.1. The segmentation of industry customers ...........................................57
6.1.2. The segmentation of business customers ...........................................58
6.2 Themarketing strategies of Beijing telecom .......................................58
6.2.1. Channel strategy ...............................................................................59
6.2.2. Product Strategy ...............................................................................59
6.2.3. Pricing strategy ................................................................................60
6.2.4. Promotion Strategy ...........................................................................61
6.3 The ICT customer case of Beijing Telecom ........................................62
Chapter Seven Conclusions and Remarks .............................................................64
References ..............................................................................................................65
Acknowledgements .................................................................................................67
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