摘要在中国，随着电信市场中虚拟运营商的引入、4G牌照的陆续发放以及通信技术的不断发展，通信行业的竞争日益加剧。为在激烈的竞争环境中存活，各大电信运营商不惜投入巨量资源，通过诸如降价促销、免费体验等类型的活动吸引用户。尽管如此，由于通信资费不断下调，电信运营商运营成本相对增加，其客户规模优势逐渐被削弱，运营商盈利空间不断缩小。这种情况下，市场营销成为运营商盈利的核心所在。因此，加大对运营商市场营销对策的研究，不仅对运营商的生存发展、通信行业的有序竞争具有重要的理论指导作用，而且还会对未来通信行业的相关政策制定产生重要的现实意义。为此，本文研究了随州移动分公司的市场营销策略，指出了其中存在的问题，并提出了作者自己的建议，供社会各界参考。具体来讲，本文首先简述了市场营销领域的基本理论，并总结了目前国内外学界在该领域的研究进展。在此基础上，本文以中国移动龙胜分公司为例，并借助SWOT理论，分析了目前随州移动分公司所处的市场营销环境的特点，指出了该分公司市场营销活动面临的机遇和挑战。最后，本文结合STP和4Ps理论，为随州移动分公司提出了市场营销方面的建议，并进一步提出了使这些建议能够顺利实现的方法和手段。关键词：通信；市场营销；策略；研究ABSTRACTInChina,withtheintroductionofvirtualoperatorsinthetelecommarket,thesuccessiveissuanceof4Glicenses,andthecontinuousdevelopmentofcommunicationstechnologies,competitioninthecommunicationsindustryhasbecomeincreasinglyfiercer.Inordertosurviveinafiercecompetitiveenvironment,majortelecomoperatorshaveinvestedhugeamountsofresourcestoattractusersthroughactivitiessuchaspricereductionpromotionsandfreeexperiences.Inspiteofthis,duetothecontinuousreductionoftelecommunicationtariffs,theoperatingcostsoftelecomoperatorshavebeenrelativelyincreased,andtheircustomerscaleadvantageshavebeengraduallyweakened,andoperators’profitabilityspacehascontinuedtoshrink.Inthiscase,marketinghasbecomethecoreofoperatorprofitability.Therefore,increasingresearchonoperators'marketingstrategieswillnotonlyprovideimportanttheoreticalguidanceforthesurvivalanddevelopmentofoperators,andorderlycompetitioninthecommunicationsindustry,butalsohaveimportantpracticalsignificancefortheformulationofrelevantpoliciesforthefuturecommunicationsindustry..Forthisreason,thispaperstudiesthemarketingstrategyofSuizhouMobileBranch,pointsouttheexistingproblems,andputsforwardtheauthor'sownsuggestionsforthereferenceofallsectorsofsociety.Specificallyspeaking,thisarticlefirstbrieflydescribesthebasictheoriesinthefieldofmarketing,andsummarizesthecurrentresearchprogressinthefieldathomeandabroad.Onthisbasis,thispapertakesChinaMobileLongshengBranchasanexample,andusestheSWOTtheorytoanalyzethecharacteristicsofthemarketingenvironmentinwhichtheSuizhouMobileBranchiscurrentlylocated,andpointsouttheopportunitiesandchallengesfacingthebranch'smarketingactivities..Finally,thispapercombinestheSTPand4Pstheory,proposesmarketingsuggestionsforSuizhouMobileBranch,andfurtherproposesthemethodsandmeanstomaketheserecommendationssmoothly.Keywords:communication;marketing;strategy;research目录..........................................................................................................................2..............................................................................................................2..............................................................................................2.......................................................................................................2...............................
