本文選題：服務(wù)營銷　切入點(diǎn)：策略　出處：《內(nèi)蒙古財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：進(jìn)入21世紀(jì)以來,順應(yīng)國際形勢和市場發(fā)展規(guī)律,我國對原有的通信業(yè)進(jìn)行了大刀闊斧的改革,行業(yè)環(huán)境發(fā)生巨大變化。從目前我國電信業(yè)的格局來看,運(yùn)營商競爭正從產(chǎn)品競爭逐步轉(zhuǎn)向品牌和服務(wù)的競爭,如何在復(fù)雜多變的市場中贏得主動并能擴(kuò)大市場,如何利用有效的營銷資源來使自己的產(chǎn)品和服務(wù)得以推廣成為各個(gè)運(yùn)營商提升競爭力新的源泉。新形勢下,電信行業(yè)競爭加劇,利潤率下降,價(jià)格競爭激烈,產(chǎn)品服務(wù)同質(zhì)化,客戶忠誠度低。因此,內(nèi)蒙古聯(lián)通分公司需要對原有的服務(wù)營銷策略進(jìn)行升級優(yōu)化,在為市場營銷工作奠定良好基礎(chǔ)的同時(shí),也提高自身的市場競爭力。本文以內(nèi)蒙古聯(lián)通分公司為研究對象,通過對其所面臨的市場環(huán)境和現(xiàn)有營銷渠道的組織要素及組織方法的分析,發(fā)現(xiàn)對內(nèi)蒙古聯(lián)通公司進(jìn)行渠道優(yōu)化是十分必要的。在具體分析了內(nèi)蒙古聯(lián)通公司所面臨的優(yōu)劣勢、機(jī)遇和威脅的基礎(chǔ)上,依照服務(wù)營銷前沿理論,重點(diǎn)對中國聯(lián)通內(nèi)蒙古分公司服務(wù)營銷現(xiàn)狀及問題進(jìn)行剖析和研究,進(jìn)而提出了公司在服務(wù)營銷策略所采取的一系列措施。最后,為了保證有效實(shí)施,本文還進(jìn)一步闡述了應(yīng)采取的相關(guān)保障性措施。本文在對NPS實(shí)際數(shù)據(jù)的采集分析和相關(guān)理論的基礎(chǔ)上,進(jìn)一步對內(nèi)蒙古聯(lián)通公司服務(wù)營銷策略進(jìn)行分析研究,具有較強(qiáng)的現(xiàn)實(shí)意義,在今后一段時(shí)間內(nèi)蒙古聯(lián)通公司服務(wù)營銷具有一定的指導(dǎo)意義。
[Abstract]:Since entering the 21st century, in accordance with the international situation and the law of market development, our country has carried out a drastic reform of the original telecommunications industry, and the industry environment has undergone tremendous changes. Operator competition is gradually changing from product competition to brand and service competition. How to win initiative and expand market in complex and changeable market, How to make use of effective marketing resources to promote their products and services to become a new source for operators to enhance their competitiveness. Under the new situation, the competition in the telecommunications industry intensifies, the profit margin drops, the price competition is fierce, and the products and services are homogenized. Therefore, Inner Mongolia Unicom Branch need to upgrade and optimize the original service marketing strategy, while laying a good foundation for the marketing work, This article takes Inner Mongolia Unicom Branch as the research object, through the analysis of the market environment and the existing marketing channel organization elements and the organization method, the article takes the Inner Mongolia Unicom Branch as the research object, through the analysis of the market environment and the existing marketing channel organization factor and the organization method. It is found that it is necessary to optimize the channel of Inner Mongolia Unicom Company. On the basis of analyzing the advantages and disadvantages, opportunities and threats faced by Inner Mongolia Unicom Company, according to the service marketing frontier theory, This paper focuses on the analysis and research on the current situation and problems of service marketing in Inner Mongolia Branch of China Unicom, and then puts forward a series of measures taken by the company in the service marketing strategy. Finally, in order to ensure the effective implementation, On the basis of the collection and analysis of the actual data of NPS and related theories, this paper further analyzes the service marketing strategy of Inner Mongolia Unicom Company. The service marketing of Inner Mongolia Unicom Company has certain guiding significance in the future.
【學(xué)位授予單位】：內(nèi)蒙古財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F626;F274

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本文編號：1676210