全业务经营时代A公司营销成本管控问题研究

发布时间：2018-02-15 12:51

本文关键词： 全业务营销成本管控　出处：《北京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：2009年,工业与信息化部分别为三家运营商颁发3G牌照,中国大陆电信运营市场正式拉开了全业务经营时代。自此,电信运营商经营范围完全同质化,市场竞争愈加激烈。A市联通公司(以下简称A公司)通过一系列市场经营活动,获得了移动客户市场份额和整体收入的提升,但是公司效益类指标却并无改善,甚至出现一定程度下滑。如何在全业务时代通过营销成本的合理规划和管控,扭转投入拉动型增长局面,实现公司集约型、内涵式增长,提升企业运营效益与综合竞争力,是摆在运营商面前亟待解决的问题。本文通过对营销成本管理理论及全业务经营时代独特市场环境和A公司经营状况的研究,指出企业营销成本管理现状中存在的问题与不足,提出针对性的营销成本管控改进方案,并将其在A公司进行应用和实证研究,从而总结出全业务经营时代运营商科学、有效、可行的营销成本管控实施方案。
[Abstract]:In 2009, the Ministry of Industry and Information Technology issued 3G licenses to three operators respectively, and the telecom operation market in mainland China officially opened the era of full-service operation. Since then, the scope of operation of telecom operators has completely homogenized. The market competition is becoming more intense. A City Unicom Company (hereinafter referred to as "A Company") through a series of market operations, obtained mobile customer market share and overall income, but the company benefit category indicators have not improved, In the whole business era, how to reverse the situation of investment pull growth, realize the intensive and implicit growth, enhance the operation benefit and comprehensive competitiveness of the enterprise through the reasonable planning and control of marketing cost, Is put in front of the operators to solve the problem. Based on the study of marketing cost management theory, the unique market environment of the whole business management era and the management situation of company A, this paper points out the problems and shortcomings in the current situation of marketing cost management in enterprises. This paper puts forward the improvement scheme of marketing cost control, and carries on the application and the demonstration research in A company, thus sums up the scientific, effective and feasible marketing cost control implementation plan in the whole business management era.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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