本文關(guān)鍵詞： 徐州電信 寬帶業(yè)務(wù) 服務(wù) 營銷策略　出處：《西安理工大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 寬帶業(yè)務(wù)作為信息化過程中最富有生命力的業(yè)務(wù),前景廣闊,寬帶網(wǎng)絡(luò)建設(shè)使各個領(lǐng)域的人們的思想觀念、生活方式等發(fā)生了革命性的變化,推進(jìn)了社會發(fā)展領(lǐng)域的變革。 寬帶業(yè)務(wù)領(lǐng)域早已是各個固網(wǎng)運(yùn)營商投入大量人力、資金互相爭奪的領(lǐng)域。江蘇省徐州電信作為徐州地區(qū)互聯(lián)網(wǎng)寬帶業(yè)務(wù)的主導(dǎo)電信運(yùn)營商,充分強(qiáng)化自身在寬帶業(yè)務(wù)方面的核心優(yōu)勢,樹立專業(yè)寬帶服務(wù)品牌,充分發(fā)掘各類用戶的需求,提高寬帶內(nèi)容服務(wù)和增值服務(wù)的多樣化,開發(fā)靈活的資費(fèi)政策及個性化的解決方案,不斷提高徐州電信寬帶業(yè)務(wù)的可持續(xù)發(fā)展能力。 本文分為五個部分:第一部分分析了徐州電信寬帶業(yè)務(wù)所處的市場宏觀及微觀環(huán)境,并運(yùn)用五力模型SWOT矩陣模型進(jìn)行了競爭狀況分析。第二部分在調(diào)查問卷的基礎(chǔ)上運(yùn)用大量的數(shù)據(jù)圖表分析進(jìn)行消費(fèi)者行為影響因素及過程分析。第三部分通過大量調(diào)研數(shù)據(jù)的分析,對徐州電信寬帶業(yè)務(wù)的營銷現(xiàn)狀及存在的問題進(jìn)行了剖析。對徐州電信寬帶業(yè)務(wù)進(jìn)行了有效的目標(biāo)市場選擇及市場定位,以有效的獲得競爭優(yōu)勢。第四部分通過把4P和4C理論相結(jié)合起來的應(yīng)用方式,在產(chǎn)品策略方面,注重研究新產(chǎn)品開發(fā),服務(wù)創(chuàng)新管理和品牌策略;在價格策略方面,運(yùn)用模型剖析徐州電信寬帶業(yè)務(wù)的實(shí)際定價;在促銷策略方面,綜合廣告策略,銷售促進(jìn),創(chuàng)新直接營銷來具體探討;在渠道策略方面,詳盡分析和設(shè)計了銷售渠道及重點(diǎn)客戶關(guān)系管理策略。第五部分提出了營銷策略實(shí)施的建議與控制,提出徐州電信寬帶業(yè)務(wù)應(yīng)由關(guān)系營銷向文化營銷方向發(fā)展的策略。 本文以徐州電信寬帶業(yè)務(wù)的發(fā)展為主線,多層面進(jìn)行論述。研究分析寬帶新產(chǎn)品,營銷新模式,對電信公司如何根據(jù)自身資源,搞好客戶導(dǎo)向的服務(wù)營銷,大力開發(fā)寬帶業(yè)務(wù)市場提出了自己的見解,對徐州電信公司寬帶業(yè)務(wù)的持續(xù)發(fā)展和領(lǐng)導(dǎo)決策提供了參考。
[Abstract]:Broadband business, as the most vigorous business in the process of informatization, has broad prospects. Broadband network has revolutionized people's ideas and lifestyles in various fields, and promoted the transformation in the field of social development.
The field of broadband business is already the fixed network operators to invest a lot of manpower, funds to fight each other. In Jiangsu Province, Xuzhou Telecom broadband Internet as Xuzhou's leading telecom operators, fully strengthen their own core strengths in the broadband business, establish a professional broadband service brand, to fully explore the various needs of users, improve the diversification of broadband content services and value-added services, solutions for the development of a flexible tariff policy and personalized, and constantly improve the sustainable development ability of Xuzhou Telecom broadband services.
This paper is divided into five parts: the first part analyzes the Xuzhou Telecom broadband business in the market of macro and micro environment, and the use of the five force model and SWOT matrix model of the competitive analysis of the situation. The second part on the basis of the questionnaire using a large amount of data chart analysis and process analysis of consumer behavior influencing factors. The third part through the analysis a large number of research data, the marketing situation of Xuzhou Telecom broadband business and the existing problems are analyzed. The broadband business in Xuzhou Telecom is the target market selection and market positioning effectively, to effectively obtain the competitive advantage. In the fourth part, through the application of the 4P and 4C theory are combined, in terms of product strategy study on new product development, focusing on service innovation management and brand strategy; in the aspect of price strategy, the actual use of model analysis of Xuzhou Telecom broadband services Pricing; in the promotion strategy, advertising strategy, sales promotion, direct marketing innovation to discuss; in the channel strategy, detailed analysis and design of sales channels and key customer relationship management strategy. The fifth part puts forward the suggestions for the implementation of marketing strategy and control system, proposed the Xuzhou Telecom broadband services should be the development of relationship marketing to culture the direction of the marketing strategy.
This paper takes the development of Xuzhou Telecom broadband service as the main line, multi levels were discussed. Research and analysis of new broadband products, new marketing mode, the telecommunications company according to their own resources, improving customer-oriented marketing services, vigorously develop the broadband services market put forward their own ideas, provide a reference for sustainable development of Xuzhou Telecom broadband service the decision-making of the leadership.

【學(xué)位授予單位】：西安理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F626

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 韓東旭;楊春明;;北方縣級聯(lián)通公司寬帶營銷策略[J];時代金融;2012年12期

相關(guān)碩士學(xué)位論文 前1條

1 冼志成;肇慶移動集團(tuán)客戶市場營銷效率研究[D];華中科技大學(xué);2011年

，

本文編號：1490808