文档介绍：对外经济贸易大学
硕士学位论文
北京电信移动业务行业营销策略研究
姓名:忻昕
申请学位级别:硕士
专业:企业管理
指导教师:郭晓凌
2010-11
摘要
作为移动业务运营不足两年的后进入者,相比较其主要竞争对手北京移动十
一年的移动业务运营经验,北京电信如何在北京地区的移动通信市场几近饱和的
环境下发展移动业务市场营销正是本文研究的主要目的。
本文首先简要说明全业务运营后北京地区移动业务竞争的格局,然后分析了
北京电信现有移动产品和目标客户群,并对主要竞争对手北京移动进行分析,得
出北京电信在移动市场营销方面缺乏用户基数和渠道网点的不足,同时也指出北
京移动缺乏对大客户的针对性产品和专门的大客户服务机制等市场营销盲点,利
用 SWOT 分析方法和 4C 营销理论,提出了北京电信应以行业大客户作为目标客户
群,以行业应用为突破口,发展移动业务行业营销这一市场营销发展战略。最后,
本文还以物流行业客户为例,具体阐明北京电信如何以行业应用为突破口来实施
物流行业客户的移动业务营销,以及实施过程中的业务配合,产品配合和组织结
构配合策略。
关键词:北京电信,移动业务,营销策略,行业客户
Abstract
The thesis focus on finding out Beijing , whose mobile business has
operated less than two years, how to develop its mobile business marketing strategy in
an almost saturated market, compare with its main rival----Beijing Mobile has
experienced eleven years in the mobile business operations.
The thesis firstly gives a brief description of the situation of mobile business
competition in Beijing district after the operations of all businesses, and then analyzes
the existing mobile products and target customers of Beijing and its main
competitor----Beijing Mobile. It concludes that Beijing lacks users, channels
and outlets in mobile marketing, furthermore it noted that Beijing Mobile lacks
specific products and service mechanism for key clients. Using SWOT analysis and 4C
marketing theory, the article presents Beijing should take the key clients of
industries as its targeting customers, take the industry application as a break-through.
Finally, this article also takes the client in logistics industry as an example to illustrate
the Beijing ’s marketing strategy by applying it in logistics industry as a
break-through, as well as the implementation of businesses, products anization
structure during the process.

Key Words: Beijing , Mobile Business, Marketing Strategy, Industrial
Customers
学位论文原创性声明

本人郑重声明:所呈交的学位论文,是本人在导师的指导下,独
立进行研究工作所取得的成果。除文中已经注明引用的内容外,本论
文不含任何其他个人或集体已经发表或撰写过的作品成果。对本文所
涉