基于4Rs理论的邵阳移动集团客户营销策略优化研究

发布时间：2017-12-31 13:06

本文关键词：基于4Rs理论的邵阳移动集团客户营销策略优化研究　出处：《湘潭大学》2013年硕士论文　论文类型：学位论文

【摘要】：深化电信业的改革成为必然。中国工业和信息化部、国家发改委和财政部于2008年5月联合发布《关于深化电信体制改革的通告》，新的一轮改革帷幕正式拉开，中国移动、中国联通和中国电信“三分天下”的格局已经确立。集团客户不但具有高增长和高回报的特点，而且是电信企业营业收入和稳定收益的重要来源，三大电信运营商的必争之地非集团客户市场莫属。邵阳移动存在集团客户市场的营销策略制定不够明确等问题，致使邵阳移动近三年的每用户平均收入、集团单位成本收益率等指标等呈逐年下降趋势。面对严峻的竞争形势，邵阳移动如何在集团客户市场上实施有效的营销策略争夺更多的集团客户，对邵阳移动未来的可持续发展具有重要的理论和实践意义。本文重点对邵阳移动集团客户营销策略优化问题进行研究，以期能够为邵阳移动集团客户营销策略的优化提供合理的参考。本文主要研究内容如下：首先，本文对集团客户营销策略方面的文献进行系统的归纳和分析，并对营销策略理论的演变过程进行详细的阐述。本文建立以关联层面、反映层面、关系层面和回报层面为基础的基于4Rs理论的营销策略分析框架，为全文提供了坚实的理论基础。然后，本文主要对邵阳移动的集团客户营销现状进行分析。通过波特的五力模型对邵阳移动集团客户营销所处的行业竞争情况进行分析，并在此基础上运用SWOT分析方法对邵阳移动集团客户营销所拥有的优势和劣势，面临的机会和威胁进行了系统的归纳和总结。在此基础之上，对邵阳移动目前的集团客户业务营销策略从顾客、费用和沟通三个方面进行概括，并提出邵阳移动集团客户业务可能存在的五方面营销策略问题。最后，，本文基于4Rs理论对邵阳移动集团客户的营销策略进行优化。结合邵阳移动公司实际，制定邵阳移动集团客户营销策略优化的总体原则和思路，并根据4Rs理论从关系层面、反映层面、互动层面和回报层等四个方面对邵阳移动集团客户的营销策略进行系统的优化。邵阳移动集团客户营销策略需从集团客户经理的绩效考核和评价、人力资源体系、业务品牌提升、网络支撑和服务质量等五个方面予以保障。
[Abstract]:The Ministry of Industry and Information Technology, the National Development and Reform Commission and the Ministry of Finance jointly issued the Circular on deepening the Reform of the Telecommunication system on May 2008. A new round of reform curtain officially opened, China Mobile, China Unicom and China Telecom "three-tiered world" pattern has been established. Group customers not only have high growth and high return characteristics. It is also an important source of business income and stable income for telecom enterprises. Shaoyang Mobile has some problems such as not clear marketing strategy of group customer market, resulting in Shaoyang Mobile's average income per user in the last three years. In the face of the severe competition situation, Shaoyang Mobile how to implement effective marketing strategy to compete for more group customers in the group customer market. It has important theoretical and practical significance for the sustainable development of Shaoyang Mobile in the future. This paper focuses on the study of Shaoyang Mobile Group customer marketing strategy optimization, in order to provide a reasonable reference for Shaoyang Mobile Group customer marketing strategy optimization. First of all, this paper systematically summarizes and analyzes the literature on group customer marketing strategy, and expounds the evolution process of marketing strategy theory in detail. The analysis framework of marketing strategy based on 4Rs theory based on relationship level and return level provides a solid theoretical basis for the full text. Then, this paper mainly analyzes the current situation of Shaoyang Mobile Group customer marketing. Through Porter's five-force model, this paper analyzes the industry competition of Shaoyang Mobile Group customer marketing. And on the basis of the use of SWOT analysis method, Shaoyang Mobile Group customer marketing has the strengths and weaknesses, opportunities and threats are systematically summarized and summarized. On this basis. This paper summarizes the current marketing strategy of Shaoyang Mobile Group's customer business from three aspects: customer, cost and communication, and puts forward five possible problems in Shaoyang Mobile Group's customer business marketing strategy. Finally, based on the 4Rs theory, this paper optimizes the customer marketing strategy of Shaoyang Mobile Group. Combined with the reality of Shaoyang Mobile Company, it formulates the general principles and ideas of the customer marketing strategy optimization of Shaoyang Mobile Group. And according to the 4Rs theory, from the relationship level, reflect the level. Shaoyang Mobile Group customer marketing strategy is systematically optimized from four aspects: interaction level and return layer. The customer marketing strategy of Shaoyang Mobile Group needs to be evaluated and evaluated from the group account manager. Human resources system, business brand promotion, network support and service quality to be guaranteed.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

【参考文献】