【摘要】：江西DX是江西省最大的固定網(wǎng)絡(luò)運(yùn)營商、第二大移動通信運(yùn)營商。按用戶屬性可將江西DX政企客戶市場分為行業(yè)客戶市場和中小企業(yè)市場。政企客戶市場經(jīng)過幾年的高速增長,政企客戶市場規(guī)模在運(yùn)營商中最大,市場占有率也是最高的,但增長速度放緩。中小企業(yè)市場,由于單體價值不是特別高,市場群體特別廣泛,現(xiàn)有營銷渠道難以全部覆蓋。因此,此部分市場在江西DX內(nèi)部的重視程度相對較弱,競爭對手對此部分市場的關(guān)注度也不高。從國家宏觀環(huán)境來看,國家提出“互聯(lián)網(wǎng)+”戰(zhàn)略和大眾創(chuàng)業(yè)萬眾創(chuàng)新,為中小企業(yè)發(fā)展創(chuàng)造良好的市場環(huán)境和政策環(huán)境。對江西DX而言,中小企業(yè)市場蘊(yùn)藏著巨大的市場機(jī)會。本文通過對江西DX中小企業(yè)市場營銷策略進(jìn)行分析,發(fā)現(xiàn)存在的問題,并提出優(yōu)化改進(jìn)意。作者提出,江西DX要抓住中小企業(yè)市場機(jī)會,實(shí)現(xiàn)自身收入和份額雙提升,必須從營銷渠道和產(chǎn)品體系兩方面對中小企業(yè)市場營銷策略進(jìn)行優(yōu)化:在營銷渠道方面,必須建立一套立體化的專業(yè)渠道體系,代理渠道、實(shí)體渠道、網(wǎng)絡(luò)渠道三者有機(jī)組合,擴(kuò)大銷售半徑,深度覆蓋中小企業(yè)市場,挖掘中小企業(yè)市場潛力。在產(chǎn)品體系方面,江西DX將緊緊圍繞中國電信轉(zhuǎn)型3.0要求,提供智能平臺、智能管道和智能應(yīng)用服務(wù),打造中小企業(yè)市場的差異化優(yōu)勢。
[Abstract]:Jiangxi DX is the largest fixed network operator and the second largest mobile communication operator in Jiangxi Province. According to the user attribute, Jiangxi DX government and enterprise customer market can be divided into industry customer market and small and medium-sized enterprise market. After several years of rapid growth, the government and enterprise customer market is the largest among operators, the market share is also the highest, but the growth rate is slowing. Small and medium-sized enterprise market, because the single value is not particularly high, the market group is particularly extensive, the existing marketing channel is difficult to cover all. Therefore, the attention of this part of the market in Jiangxi DX is relatively weak, and the competitors pay little attention to this part of the market. From the point of view of the national macro environment, the state puts forward the "Internet" strategy and mass entrepreneurship innovation, so as to create a good market environment and policy environment for the development of small and medium-sized enterprises. For Jiangxi DX, the market of small and medium-sized enterprises contains huge market opportunities. Based on the analysis of the marketing strategy of DX small and medium-sized enterprises in Jiangxi Province, this paper finds out the existing problems and puts forward the idea of optimization and improvement. The author points out that in order to seize the market opportunity of small and medium-sized enterprises and realize the double promotion of their own income and share, Jiangxi DX must optimize the marketing strategy of small and medium-sized enterprises from two aspects of marketing channels and product system: in the aspect of marketing channels, It is necessary to establish a set of three-dimensional professional channel system, agency channel, entity channel and network channel, expand the sales radius, deeply cover the market of small and medium-sized enterprises, and tap the market potential of small and medium-sized enterprises. In terms of product system, Jiangxi DX will closely focus on the requirements of China Telecom Transformation 3.0, provide intelligent platform, intelligent pipeline and intelligent application services, and build the differentiation advantage of small and medium-sized enterprise market.
【學(xué)位授予單位】：江西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274

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