中国移动通信集团有限公司申报高级工程师（通信专业)论文题目电信宽带业务营销策略优化研究姓名卢楠所在单位铁通辽宁分公司研究方向电信营销期2019年2月28日目录1绪论21.1研究背景21.2研究意义21.3研究方法及内容21.4创新点42相关理论分析42.1市场营销理论分析42.2STP战略42.3SW0T分析及战略选择53消费者行为分析63.1客户对电信网络使用情况调查分析63.2消费者购买行为能力分析64电信宽带业务营销存在的问题及原因分析75电信宽带业务营销策略优化研究85.1优化电信宽带业务产品组合策略85.2对电信宽带业务营销渠道进行优化设计95.3加强电信宽带业务促销结合策略96结论与展望10参考文献10中国移动通信集团公司2019年申报高工论文电信宽带业务营销策略优化研究电信营销卢楠摘要：随着网络技术的应用和发展，人们对互联网应用的需求越来越大。互联网不仅满足了人们对资料共享和网络社交的基本需要，而且其高速和安全的特性给人们对互联网的使用带来了很多的便利。如何对中国电信的宽带业务进行有效的推广和维护，并对宽带业务营销策略进行优化是电信宽带业务发展的重要内容。中国电信想在多边激烈的市场竞争中占有一定的优势，并寻求最大的发展空间，就必须要对电信公司以及电信用户的特点进行全方位的了解，并通过符合市场营销的思维策略对电信宽带市场进行经营，制定出科学合理的符合电信宽带业务营销实际情况的营销策略。本文在对电信宽带业务营销策略优化研究中采用理论和实际相结合方法，通过调查问卷和数据统计分析的方法进行分析，通过市场营销相关的理论对电信市场宽带业务进行了研究，采用SW0T分析方法和消费者行为分析等多种分析方法，对电信宽带业务在营销中存在的问题进行分析，提出了电信宽带业务营销策略的优化方案。关键词：电信公司：宽带业务；市场营销策略；优化方案；SWOT分析方法Abstract:With the application and development of network technology,people's demand forInternet applications is growing.Internet not only meets people's basic needs of data sharing andsocial networking,but also brings a lot of convenience to people's use of the Internet because ofits high speed and security characteristics.How to effectively promote and maintain the broadbandbusiness of China Telecom and optimize the marketing strategy of broadband business is animportant part of the development of broadband business of China Telecom.If China Telecomwants to occupy a certain advantage in the fierce multilateral market competition and seek thegreatest development space,it must have a comprehensive understanding of the characteristics oftelecom companies and telecom users,and operate the telecom broadband market throughthinking strategies in line with marketing,so as to formulate a scientific and reasonable marketingstrategy in line with the actual situation of telecom broadband business marketing.In this paper,we use the method of combining theory with practice to optimize the marketing strategy oftelecommunication broadband business.Through questionnaire and data statistical analysis,westudy the broadband business of telecommunication market through marketing related theory.Weuse SWOT analysis method and consumer behavior analysis method to analyze the existingproblems of telecommunication broadband business in marketing.The problem is analyzed andthe optimization scheme of the marketing strategy of broadband telecommunication service is putforward.Key words:Telecom company;broadband business;marketing strategy;optimization scheme;SWOT analysis method1