【作者】 陈健；

【导师】 杨晨；

【作者基本信息】 华南理工大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 我国秉承重视科技发展原则,坚持推进国内研发及商用移动通信技术发展,先后取得大量研究成果及实践验证。在此大背景下,国内多家通信行业上下游企业先后开启对5G通信技术研发及基础设施建设领域的探索工作,三大传统通信运营商亦均表态积极响应国家号召、组织5G试验网及商用网建设。多方推进下,我国多地于2019年下半年开始分批分层推动以超高速传输为特征的5G通信技术落地应用。一方面,三大通信运营商之间竞合方式已在人口红利期末期逐步切换为重价格、重服务的双重竞争模式,如何同时保证消费者市场用户规模稳定及用户价值提升,成为通信运营商谋求更大运营利润的关键命题;另一方面,通信行业与互联网行业(尤其是移动互联网领域)天然具有技术联动及市场互动关系,用户群体习性在使用以社交、电商等互联网平台及产品的过程中已被潜移默化影响,加剧了运营商语音、短信等传统业务收入削减程度。基于上述发展背景和竞争环境,预计国内通信行业将在5G时代跨入以存量运营及价值运营为主旋律的升级竞争态势。面对复杂市场及竞争环境,运营商过分依赖价格调节的传统营销策略将难以带动消费者用户价值持续增长,因此运营商均迫切寻求转型及策略调整。目前三大运营商市场份额相当、政策资源均衡、布局时间相近,国内5G市场竞争态势及获利分布仍未明朗,中国移动能否脱颖而出仍属未知。基于市场竞争环境SWOT分析及中国移动个人业务STP分析,本文以中国移动G省分公司为研究对象,从产品、价格、渠道及促销四大模块策略分别展开探讨,一是合理设计5G消费者主体业务及消费激发型业务,主体业务与激发业务相辅相成、培育用户需求;二是基于市场供需关系及友商竞合对比,制定符合市场期望的价格体系及收费模式;三是注重线下渠道及线上渠道互补平衡,最大化发挥各渠道营销效益;四是摸清促销目的及效果目标,适当开展针对性促销巩固营销效果。更多还原

【Abstract】 Adhering to the principle of attaching importance to scientific and technological development,China insists on advancing the development of domestic R&D and commercial mobile communication technology,and has successively obtained a large number of research results and practical verification.In this context,a number of domestic upstream and downstream companies in the communications industry have successively begun exploration work in the field of 5G communications technology research and development and infrastructure construction.The three traditional communications operators have also expressed their attitudes to actively respond to the national call,organize 5G trial networks and commercial use Net construction.Under the promotion of multiple parties,many places in my country began to promote the application of 5G communication technology featuring ultra-high-speed transmission in batches and layers in the second half of 2019.On the one hand,at the end of the demographic dividend period,the mode of competition and cooperation among the three major communication operators has gradually switched to a dual competition mode that emphasizes price and service.How to simultaneously ensure the stability of the consumer market and the increase in customer value,and become a communication operator The key proposition to seek greater operating profit;on the other hand,the communication industry and the Internet industry(especially the mobile Internet field)naturally have a technological linkage and market interaction relationship.The user groups are habitually using Internet platforms and products such as social networking and e-commerce.The process has been imperceptibly affected,which has exacerbated the reduction in revenue from traditional services such as voice and SMS.Based on the above-mentioned development background and competitive environment,it is expected that the domestic communications industry will step into an upgraded competitive situation in the5 G era with stock operation and value operation as the main theme.In the face of a complex market and competitive environment,operators’ traditional marketing strategies that rely too much on price adjustments will not be able to drive continuous growth in consumer customer value.Therefore,operators are eager to seek transformation and strategic adjustments.At present,the three major operators have similar market shares,balanced policy resources,and similar deployment time.The competitive situation and profit distribution of the domestic 5G market are still unclear.Whether China Mobile can stand out is still unknown.Based on the SWOT analysis of the market competition environment and the STP analysis of China Mobile’s consumer business,this article takes China Mobile in G province as the research object,and discusses the four major modules of product,price,channel and promotion strategies.The first is to rationally design the main business of 5G consumers and Consumption-inspired business,where the main business and the stimulating business complement each other and cultivate customer demand;the second is to formulate a price system and charging model that meets market expectations based on the market supply and demand relationship and the comparison of competition between friends and merchants;the third is to focus on offline channels and online channels Complementary and balanced,maximize the marketing benefits of each channel;fourth,find out the purpose of promotion and effect targets,appropriately carry out targeted promotions to consolidate marketing effects.更多还原