本文關(guān)鍵詞：全業(yè)務(wù)運營時代中國移動的集團(tuán)客戶營銷體系研究　出處：《北京郵電大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著2008年的電信市場重組和改革的完成,中國形成了三家同時可以經(jīng)營固網(wǎng)和移動業(yè)務(wù)的電信運營商,這標(biāo)志著中國電信市場進(jìn)入了全業(yè)務(wù)運營時代,市場競爭日趨激烈。與此同時,隨著移動互聯(lián)網(wǎng)的迅速興起使得人們的生活方式發(fā)生了重大轉(zhuǎn)變,新興的互聯(lián)網(wǎng)業(yè)務(wù)也對電信運營商的經(jīng)營產(chǎn)生了一定的沖擊。上述環(huán)境變化要求電信運營企業(yè)必須不斷提升自身的競爭力。集團(tuán)客戶,雖然總的數(shù)量可能不多,但是能為企業(yè)帶來大部分的利潤,符合所謂的“二八原則”。因此,重視客戶必須將集團(tuán)客戶作為重點關(guān)注和服務(wù)的對象。 本文主要以中國移動為研究對象,利用PEST分析法分析了中國移動面臨的政治、經(jīng)濟(jì)、社會和技術(shù)等宏觀環(huán)境的變化,利用SWOT分析法分析了中國移動的優(yōu)勢、劣勢、機(jī)會和威脅,并利用相關(guān)理論分析目前中國移動在集團(tuán)客戶營銷方面存在的問題,指出中國移動進(jìn)行營銷體系建設(shè)和優(yōu)化的必要性。在營銷體系優(yōu)化方面,本文構(gòu)建了一個新的客戶價值評價體系,對集團(tuán)客戶價值進(jìn)行有效評價,有助于市場細(xì)分和市場營銷策略的完成。在此基礎(chǔ)上,著重從產(chǎn)品、渠道和支撐體系三個方面對中國移動的市場營銷體系進(jìn)行優(yōu)化,提出了一些可以實施的具體策略建議和措施,為企業(yè)開展實際的市場營銷工作提供了借鑒。為了保證上述措施的落實,本文還從制度保障、人員保障和文化保障等方面提出了集團(tuán)客戶營銷策略的實施措施。
[Abstract]:With the completion of telecom market restructuring and reform in 2008, China has formed three telecom operators who can operate both fixed-line and mobile services, which indicates that the Chinese telecommunications market has entered the era of full-service operation. Market competition is becoming increasingly fierce. At the same time, with the rapid rise of mobile Internet, people's way of life has undergone a major change. The emerging Internet business also has a certain impact on the operation of telecom operators. The above environmental changes require telecom operators to constantly improve their competitiveness. Group customers, although the total number may not be large. However, it can bring most profits to the enterprise, which accords with the so-called "two-eighth principle". Therefore, it is necessary to focus on the group customers as the focus and service object. In this paper, China Mobile as the research object, using the PEST analysis method to analyze the political, economic, social and technological changes in the macro environment facing China Mobile. This paper analyzes the advantages, disadvantages, opportunities and threats of China Mobile by means of SWOT analysis, and analyzes the problems existing in the group customer marketing by using relevant theories. This paper points out the necessity of China Mobile to build and optimize the marketing system. In the aspect of marketing system optimization, this paper constructs a new customer value evaluation system to evaluate the group customer value effectively. On the basis of this, we focus on the optimization of China Mobile's marketing system from three aspects: product, channel and support system. Put forward some specific strategies and measures that can be implemented, for enterprises to carry out the actual marketing work to provide reference. In order to ensure the implementation of the above measures, this paper also from the system protection. The implementation measures of group customer marketing strategy are put forward in the aspects of personnel security and cultural security.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F626

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