【作者】 石磊；

【导师】 尚永胜；

【作者基本信息】 河北大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 随着全球信息化潮流的涌动，移动互联网如火如荼般流入到社会的每个角落，从话音通信向信息内容应用的技术变革，给传统电信运营商带来了巨大的机遇和挑战。在河北电信市场，联通、移动和电信三家运营商自2008年重组后均相继获得了3G运营牌照，这也意味着全业务竞争序幕逐渐拉开，尤其是河北联通与河北电信，在固网、移动网、大商客户专线、增值业务等各方面展开激烈的竞争，而河北移动依托遥遥领先的移动市场份额和成熟的移动业务运营经验更是令其他两家运营商倍感压力。内患尚且不提，外忧却来势迅猛，移动互联网时代的到来，使得三家运营商传统业务面临巨大压力，终端制造商、互联网企业、内容开发商等行业大踏步进入移动互联网领域，分流和蚕食原本属于电信运营商的蛋糕，广大客户的传统话音、短信需求快速转变。对于三家运营商而言，移动互联网无疑具有战略意义，面对河北电信和河北移动，面对进入移动互联网价值链的新型行业，河北联通应该如何去制定移动互联网营销策略，河北联通在移动互联网业务发展上拥有哪些优势且如何发挥呢？本论文以战略管理、市场营销、运营管理为主要理论基础，通过深入调查和认真研究获得大量分析依据，充分结合河北联通的实际运营现状，首先用BCG矩阵对移动互联网业务在河北联通产品中的地位做了分析并得出结论，河北联通移动互联网业务是高速发展的明星类业务，应采取增长式战略，追加投资、大力发展，移动互联网业务对于河北联通具有重要意义。其次运用SWOT分析法对河北联通移动互联网业务内部条件、外部环境进行了优劣势、机会威胁分析，从而分析联通移动互联网业务竞争力如何，分析的结论为河北联通移动互联网业务应采用SO战略，用内部优势撬动外部机会，充分利用WCDMA技术及终端优势、把握时机、快速发展。再者用4P理论对联通的产品、价格、渠道、促销策略进行分析，找出了联通营销策略中存在的问题，并给出了实施对策。更多还原

【Abstract】 As the development of global informationization, the mobile Internet flow to everycorner of the society, so it is great opportunity and challenge for the traditional telecomoperators in reform of changing from voice communications to information content using. Inhebei telecommunications market, since China unicom, mobile and telecom operators afterrestructuring in2008have successively obtained the3g licences, it also means that the wholebusiness competition kicked off gradually, especially hebei unicom and hebei telecom havefierce competition in fixed network, mobile net, large business customers special line,value-added business and so on. While hebei mobile relying on lead the mobile market shareand mature mobile business operation experience is to make the other two operators underpressure. Ignoring domestic strife but the foreign agression is so serious, the advent of the eraof mobile Internet, makes the three carriers traditional business facing huge pressure, terminalmanufacturers,, the traditional voice of customers demand rapid shift, in front of the newindustry into the value chain of mobile Internet, hebei unicom should be how to develop themobile Internet business strategy, what is the advantage of hebei unicom on the mobileInternet business development and how to play?This paper analysis on domestic mobile Internet business development and the currentsituation of the mobile Internet business of hebei unicom, taking strategic management,marketing, operations management as the main theoretical basis,First mobile internet servicesin Hebei Unicom products using the BCG matrix analysis and concluded, It is a high-speeddevelopment of the Star class business should adopt growth-type strategy, additionalinvestment, vigorously develop the mobile internet business for Hebei Unicom has importantsignificance. SWOT analysis followed by internal conditions Hebei Unicom mobile internetservices, the external environment, strengths and weaknesses, opportunities and threatsanalysis, how to analyze Unicom mobile internet business competitiveness, the conclusions ofthe analysis as an SO Hebei Unicom mobile internet business strategy, internal strengths pryautomated external opportunities and take full advantage of WCDMA technology and terminal advantage, seize the opportunity and rapid development. Furthermore4P theory ofUnicom’s product, price, channel, promotion strategy analysis to identify Unicom marketingstrategy and implementation of countermeasures.更多还原