【正文】 聯(lián)通公司營銷策略研究摘 要“提速降費(fèi)”是今年全社會關(guān)注的熱門話題，也是通信行業(yè)工作的重中之重。4月14日，李克強(qiáng)總理要求“提網(wǎng)速、降網(wǎng)費(fèi)”，5月13日，國務(wù)院常務(wù)會議確定加快建設(shè)高速寬帶網(wǎng)絡(luò)促進(jìn)提速降費(fèi)的措施，5月15日，三大運(yùn)營商迅速響應(yīng)推出“提速降費(fèi)”的具體舉措和時間表。從工信部日前公布的上半年通信行業(yè)發(fā)展統(tǒng)計數(shù)據(jù)來看，“提速降費(fèi)”已產(chǎn)生明顯的效果，而且隨著各項(xiàng)措施的逐步落實(shí)，這種效果將持續(xù)顯現(xiàn)。未來，中國聯(lián)通將繼續(xù)深化實(shí)施“移動寬帶領(lǐng)先和一體化創(chuàng)新戰(zhàn)略”，鞏固和創(chuàng)造差異化服務(wù)優(yōu)勢，加快用戶結(jié)構(gòu)、消費(fèi)結(jié)構(gòu)、創(chuàng)新領(lǐng)域的發(fā)展轉(zhuǎn)型，推進(jìn)公司實(shí)現(xiàn)持續(xù)快速發(fā)展。公司將進(jìn)一步加快集中統(tǒng)一運(yùn)營，全面深化營銷體系、投資建設(shè)、用工分配、資源分配等重點(diǎn)領(lǐng)域改革，加快線上線下一體化進(jìn)程，探索推進(jìn)重點(diǎn)領(lǐng)域?qū)I(yè)化、市場化運(yùn)營，持續(xù)增強(qiáng)企業(yè)發(fā)展的活力和內(nèi)生動力。聯(lián)通雙鴨山分公司作為中國聯(lián)通公司一個地市級分公司，坐落在我國北方的邊陲煤城雙鴨山。雙鴨山聯(lián)通寬帶產(chǎn)品主要包括固定寬帶和聯(lián)通寬帶產(chǎn)品，其中固定寬帶包括普通寬帶產(chǎn)品、集團(tuán)專線產(chǎn)品以及互聯(lián)網(wǎng)專用產(chǎn)品，聯(lián)通寬帶包括WLAN上網(wǎng)產(chǎn)品、TD上網(wǎng)產(chǎn)品。普通寬帶：指針對個人和家庭用途的寬帶。集團(tuán)專線：指針對企事業(yè)單位，發(fā)展的專網(wǎng)專線產(chǎn)品。主要高帶寬寬帶為主。WLAN上網(wǎng)產(chǎn)品指以CMCC無線寬帶上網(wǎng)為主的產(chǎn)品，TD上網(wǎng)產(chǎn)品指MIFI等把手機(jī)信號轉(zhuǎn)變成無線信號的聯(lián)通寬帶產(chǎn)品現(xiàn)在產(chǎn)品比較單一，主要還是以普通固網(wǎng)寬帶產(chǎn)品為主。雙鴨山聯(lián)通寬帶現(xiàn)在主要有三大類市場構(gòu)成：城市市場，農(nóng)村市場和集團(tuán)市場。由于城市人口較為集中，主要的營業(yè)廳和員工也在城市中，也是于雙鴨山電信的競爭激勵的地方。對比可以發(fā)現(xiàn)，聯(lián)通寬帶主要靠營業(yè)廳渠道的銷售，占比非常高，過度依賴傳統(tǒng)營業(yè)廳。用戶接觸渠道有限，不能以最簡便的方式，最快速的渠道把寬帶銷售到用戶手中。營銷宣傳不到位，營銷人員主動意識差。雙鴨山寬帶業(yè)務(wù)實(shí)際發(fā)展中，營銷手段的匱乏在很大程度上限制了雙鴨山聯(lián)通的發(fā)展。分析問題產(chǎn)生的原因在于市場細(xì)分不夠產(chǎn)品不能充分滿足消費(fèi)者的需求； “提速降費(fèi)”導(dǎo)致聯(lián)通ARPU值逐漸走低；渠道建設(shè)有待完善；公司促銷形式單一。鑒于此，本文首先對聯(lián)通雙鴨山分公司進(jìn)行了市場細(xì)分，重新進(jìn)行了目標(biāo)市場選擇和市場定位。之后從產(chǎn)品、價格、渠道、促銷四個方面設(shè)計了營銷組合。并分別提出了分別提出了組織結(jié)構(gòu)保障，管理制度保障，支撐平臺保障和團(tuán)隊(duì)建設(shè)保障。關(guān)鍵詞：提速降費(fèi)；；聯(lián)通；雙鴨山；營銷策略；AbstractSpeed ??drop fee is this year39。s hot topic of public concern, the munications industry is the most important work. April 14, Prime Minister Li Keqiang requirements put the network speed, reduce network costs, May 13, the State Council executive meeting decided to speed up measures to promote the construction of highspeed broadband speed drop charges, May 15, the three operators to respond quickly launched the speed drop fee specific measures and timetables. From the first half of the munications industry statistics recently released by the Ministry of view, Speed ??drop fee has produced significant results, and with the gradual implementation of the measures, this effect will continue to appear. The future, China Uni will continue to deepen the implementation of the leading mobile broadband and integrated innovation strategy, to consolidate and create differentiated service advantages, accelerate user structure, development and transformation of the consumption structure, innovation, and promote the pany achieved sustained and rapid development. The pany will further accelerate centralized operations, deepen marketing system, key areas of investment and construction, labor allocation, resource allocation reform, accelerate the process of integration of online and offline, to promote the exploration of key areas of specialization, marketoriented operation, continued to improve enterprise development vitality and endogenous motivation. Shuangyashan Branch of China Uni China Uni as a municipal branch offices, located in northern China39。s border city of Shuangyashan coal.Shuangyashan Uni broadband products including fixed broadband and Uni broadband products, including ordinary fixed broadband broadband products, green products, and Internet Groupspecific products, including WLAN Uni broadband access products, TD Internet products. Common Broadband: Broadband refers to personal and family use. Group Line: means for enterprises, development of the private network green products. The main highbandwidth broadband based. WLAN Internet access product refers to the CMCC wireless broadband Internetbased products, TD Internet means MIFI product, etc. to convert the phone signal into a radio signal Uni broadband products are now relatively simple products, mainly to ordinary fixedline broadband products. Shuangyashan Uni broadband market now constitute the three major categories: urban market, rural market and group markets. Since the urban population is more concentrated, major business offices and employees are also cities, but also to encourage petition in telemunications Shuangyashan place. Comparison can be found, mainly by China Uni broadband channel sales business hall, a very high proportion of overreliance on traditional operating room. Limited users access channels, can not be the easiest way, the fastest broadband sales channels to the hands of users. Marketing, publicity is not in place, poor sense of initiative marketing staff. Shuangyashan actual developments in broadband services, lack of marketing tools greatly limits the Shuangyashan Uni39。s development.Causes of problems arising in that market segmentation is not enough products can not fully meet the needs of consumers。 Speed ??drop fee cause Uni ARPU value is gradually falling。 channel construction to be perfect。 promotional form a single pany. In view of this, this paper Shuangyashan Branch of China Uni was market segmentation, reselect the target market and market positioning. After four aspects of the product, price, place, promotion, marketing mix design. And are presented separately proposed organizational structure protection, system security management, security and platform support team building protection.Keywords: Speed ??drop fee 。 Uni。 Shuangyashan。 Marketing Strategy。目 錄摘 要 IAbstract III第一章 緒論 1 1 2 2 3 4 國外研究現(xiàn)狀 4 國內(nèi)研究現(xiàn)狀 4 對國內(nèi)研究現(xiàn)狀的評述 5 5 研究內(nèi)容 5 6第二章 提速降費(fèi)背景下聯(lián)通雙鴨山分公司營銷環(huán)境分析 7 宏觀營銷環(huán)境分析 7 政治法律環(huán)境分析（P） 7 經(jīng)濟(jì)環(huán)境分析（E） 7 社會文化環(huán)境分析（S） 8 技術(shù)環(huán)境分析（T） 8 8(Strength) 8(Weakness) 9 9(Threat) 10 本章小結(jié) 10第三章 提速降費(fèi)背景下聯(lián)通雙鴨山分公司營銷策略的現(xiàn)狀與問題分析 11 聯(lián)通公司的發(fā)展歷程 11 11 11 聯(lián)通公司的營銷策略現(xiàn)狀 12 產(chǎn)品策略發(fā)展現(xiàn)狀 12 價格策略發(fā)展現(xiàn)狀 12 12 促銷策略發(fā)展現(xiàn)狀 13 聯(lián)通公司營銷發(fā)展還存在的問題分析 13，市場細(xì)分不夠 13，過分依賴營業(yè)廳 14，營銷人員主動意識差 14，產(chǎn)品單一 15 15 15“提速降費(fèi)”導(dǎo)致聯(lián)通ARPU值逐漸走低 16 16 17 本章小結(jié) 17第四章 聯(lián)通雙鴨山分公司基于提速降費(fèi)的營銷策略的優(yōu)化 18 STP營銷戰(zhàn)略規(guī)劃 18 18 聯(lián)通公司的目標(biāo)市場選擇 18 聯(lián)通公司的市場定位模式 18 營銷組合策略設(shè)計 19 聯(lián)通公司的產(chǎn)品策略設(shè)計 19 聯(lián)通公司的價格策略設(shè)計 21 聯(lián)通公司的分銷渠道策略設(shè)計 21 聯(lián)通公司的促銷策略設(shè)計 23 本章小結(jié) 24第5章 聯(lián)通雙鴨山分公司營銷策略保障措施 25 25 25 25 26 26 26 27 27 27 27 28 29結(jié)論 30參考文獻(xiàn) 31致謝 3535 / 41第一章 緒論“提速降費(fèi)”是今年全社會關(guān)注的熱門話題，也是通信行業(yè)工作的重中之重。4月14日，李克強(qiáng)總理要求“提網(wǎng)速、降網(wǎng)費(fèi)”，5月13日，國務(wù)院常務(wù)會議確定加快建設(shè)高速寬帶網(wǎng)絡(luò)促進(jìn)提速降費(fèi)的措施，5月15日，三大運(yùn)營商迅速響應(yīng)推出“提速降費(fèi)”的具體舉措和時間表。從工信部日前公布的上半年通信行業(yè)發(fā)展統(tǒng)計數(shù)據(jù)來看，“提速降費(fèi)”已產(chǎn)生明顯的效果，而且隨著各項(xiàng)措施的逐步落實(shí)，這種效果將持續(xù)顯現(xiàn)。隨著我國經(jīng)濟(jì)步入新常態(tài)，經(jīng)濟(jì)下行