WY移动公司集团客户营销策略研究

发布时间：2018-03-03 19:23

本文选题：集团客户　切入点：营销策略　出处：《南京理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：2008年通信运营商重组,中国移动、中国电信、中国联通三家公司全业务运营,在大众市场和集团客户市场开展全面的激烈的竞争。由于集团客户已成为各大运营商关注和争夺的焦点、集团客户市场的全业务竞争、WY移动公司在集团客户市场的营销现状,以及公司战略发展考虑,集团客户营销策略则成为WY移动公司需要重点研究的课题。本文首先分析WY移动公司集团客户营销的现状,从集团客户产品现状、集团客户促销现状、集团客户关系营销现状、内部管理,以及竞争对手集团客户营销现状几个方面进行具体分析,指出了现阶段WY移动公司集团客户营销工作中存在问题。其次,对WY移动集团客户进行了细分,描述了集团客户价值等级评估现状,明确了WY移动公司的集团客户目标市场,并进行了市场定位。然后从客户细分及市场定位出发,为下一步营销策略的制定和实施提供依据。在以上分析的基础上,根据4P原理、关系营销原理等理论指导思想,提出了WY移动集团客户营销策略。在产品策略方面,移动公司应该加强集团客户需求研究,制定产品组合,全面满足客户信息化需求；在促销策略上,加强客户经理宣传推广工作,全面加强营业厅、电话经理、经销商及动力100网站的协同推广。在集团客户关系营销工作上,分别从集团客户、政府与媒体、合作伙伴三个方面做好关系建立及维护工作。同时,不断加强客户经理过程管理工作、完善客户经理日常培训考核制度、建立集团客户保有问责制,以及合作组织营销资源,建立内部协同营销体系。通过策略,保有和拓展集团客户市场,提升WY移动公司集团客户营销业绩。
[Abstract]:In 2008, three companies, China Mobile, China Telecom and China Unicom, were operating in full business. In mass market and group customer market, the group customers have become the focus of attention and competition among the major operators, so the whole business competition in the group customer market is the marketing status of WY mobile company in the group customer market. As well as the strategic development of the company, group customer marketing strategy has become a key research topic for WY Mobile Company. This paper first analyzes the current situation of WY mobile group customer marketing, from the group customer product status, group customer promotion status, group customer relationship marketing status, internal management, And several aspects of the current situation of customer marketing of the rival group are analyzed, pointing out the existing problems in the current marketing work of WY Mobile Group. Secondly, the customers of WY Mobile Group are subdivided. This paper describes the status quo of group customer value grade evaluation, clarifies the target market of group customers of WY Mobile Company, and makes market positioning. Then, it starts from customer segmentation and market positioning. On the basis of the above analysis, according to the 4P principle, the relationship marketing principle and other theories, this paper puts forward the customer marketing strategy of WY Mobile Group. Mobile companies should strengthen research on group customer needs, formulate product combinations, and fully meet customer information needs. In terms of promotional strategies, they should strengthen the promotion work of account managers, and comprehensively strengthen the sales hall and telephone managers. Cooperative promotion of dealer and power 100 website. In the group customer relationship marketing work, the establishment and maintenance of relationship between group customer, government and media, and partner are done respectively. At the same time, Continuously strengthen the process management of customer manager, perfect the daily training and assessment system of customer manager, establish group customer accountability system, cooperate marketing resources, set up internal cooperative marketing system. Maintain and expand the group customer market, improve WY mobile group customer marketing performance.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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