【作者】 李铮；

【导师】 李平； 李闻；

【作者基本信息】 湖南大学 ， 工商管理硕士（MBA）（专业学位）， 2023， 硕士

【摘要】 随着网络技术的迅猛发展,数字化网络化智能化的速度加快,很多家庭、企业目前使用的网络已不能满足日益发展的需要,光纤替代网线全面升级,在技术转型升级发展中,FTTR千兆全光组网技术脱颖而出,将成为组网技术的新潮流。在FTTR千兆全光组网新技术发展初期,遇到业务发展缓慢乏力的问题,如何快速规模化高质量发展,尽快抢占市场制高点,成为各大运营商的难题。本文以长沙联通为研究对象,通过PEST分析模型、SWOT分析法、波特五力分析等方法,分析目前长沙联通面临的宏观与微观营销环境。根据4P营销理论,分析长沙联通FTTR业务营销策略的问题。通过运用STP理论,现阶段将市场细分出六类最重要的目标用户市场:对在网2年以上的老用户和金融活动到期老用户以及投诉Wi Fi及网络故障的用户;对新装修房屋/大平层/豪宅的中青年用户;在线教育的用户;游戏发烧友;网红、直播、新媒体等行业用户;需多人同时接入Wi Fi办公的企业用户。根据产品生命周期理论及4P营销理论,制定一份完整的有针对性和可实施的营销策略:在产品策略方面,制定了差异化产品策略、高品质服务策略和服务创新策略;在价格策略方面,采取快速渗透策略的“0元”活动包装定价法;在渠道策略方面,通过线上渠道、线下渠道结合异业渠道共同发展;在广告促销方面,制定了品牌营销、体验式场景营销和专项拉练竞赛活动等策略。为了顺利的保障营销策略的落实,本文从组织架构调整、制度系统、人员保障、技术支撑、企业文化等五个方面制定保障措施。本文研究长沙联通在FTTR全光组网业务营销策略的研究,解决公司FTTR业务增长乏力的困境,具有重要的现实意义和可执行性,同时也对行业加快推进完成国家十四五规划关于“双千兆”网络目标提供参考。更多还原

【Abstract】 With the rapid development of network technology,the speed of digitalization,networking and intellectualization is accelerating,and the networks currently used by many families and enterprises can no longer meet the growing needs.The optical fiber replaces the network cable and is fully upgraded.In the development of transformation and upgrading technology,FTTR Gigabit all-optical networking technology stands out and will become the new trend of networking technology.In the early stage of FTTR Gigabit all-optical networking new technology development,the problem of slow and weak business development has been encountered.How to develop rapidly in scale and with high quality and seize the commanding heights of the market as soon as possible has become a difficult problem for major operators.Taking Changsha Unicom as the research object,this paper analyzes the macro and micro marketing environment that Changsha Unicom is facing by means of PEST analysis model,SWOT analysis and Porter’s Five Forces analysis.According to the 4P marketing theory,this paper analyzes the marketing strategy of FTTR business of Changsha Unicom.According to STP theory,at this stage,we can subdivide six most important focus user markets: who have been online for more than 2 years,who have expired their financial activities,and who complain about Wi Fi and network failures;Young and middle-aged users of newly decorated houses/large flat floors/luxury houses;Users of online education;Game enthusiasts;Industry users such as online celebrity,live broadcast and new media;Enterprise users who need multiple people to access Wi Fi together.According to the product life cycle theory and 4P marketing theory,a complete targeted and implementable marketing strategy is formulated: in terms of product strategy,differentiated product strategy,high-quality service strategy and service innovation strategy are formulated;In the aspect of price strategy,the "0yuan" activity package pricing method with rapid penetration strategy is adopted;In terms of channel strategy,online channels and offline channels are combined with cross-industry channels for common development;In the aspect of advertising promotion,strategies such as brand marketing,experiential scene marketing and special tour competition activities have been formulated.In order to ensure the smooth implementation of marketing strategy,this paper formulates safeguard measures from five aspects: organizational structure adjustment,institutional system,team building,technical support,and corporate culture.This paper studies the marketing strategy of Changsha Unicom’s FTTR all-optical networking business,and solves the dilemma of the company’s FTTR business growth,which has important practical significance and enforceability.It also provides a reference for the industry to accelerate the completion of the "double gigabit" network goal in the 14th Five-Year Plan.更多还原