全业务运营时代中国移动的集团客户营销体系研究

发布时间：2018-01-04 08:09

本文关键词：全业务运营时代中国移动的集团客户营销体系研究　出处：《北京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着2008年的电信市场重组和改革的完成,中国形成了三家同时可以经营固网和移动业务的电信运营商,这标志着中国电信市场进入了全业务运营时代,市场竞争日趋激烈。与此同时,随着移动互联网的迅速兴起使得人们的生活方式发生了重大转变,新兴的互联网业务也对电信运营商的经营产生了一定的冲击。上述环境变化要求电信运营企业必须不断提升自身的竞争力。集团客户,虽然总的数量可能不多,但是能为企业带来大部分的利润,符合所谓的“二八原则”。因此,重视客户必须将集团客户作为重点关注和服务的对象。本文主要以中国移动为研究对象,利用PEST分析法分析了中国移动面临的政治、经济、社会和技术等宏观环境的变化,利用SWOT分析法分析了中国移动的优势、劣势、机会和威胁,并利用相关理论分析目前中国移动在集团客户营销方面存在的问题,指出中国移动进行营销体系建设和优化的必要性。在营销体系优化方面,本文构建了一个新的客户价值评价体系,对集团客户价值进行有效评价,有助于市场细分和市场营销策略的完成。在此基础上,着重从产品、渠道和支撑体系三个方面对中国移动的市场营销体系进行优化,提出了一些可以实施的具体策略建议和措施,为企业开展实际的市场营销工作提供了借鉴。为了保证上述措施的落实,本文还从制度保障、人员保障和文化保障等方面提出了集团客户营销策略的实施措施。
[Abstract]:With the completion of telecom market restructuring and reform in 2008, China has formed three telecom operators who can operate both fixed-line and mobile services, which indicates that the Chinese telecommunications market has entered the era of full-service operation. Market competition is becoming increasingly fierce. At the same time, with the rapid rise of mobile Internet, people's way of life has undergone a major change. The emerging Internet business also has a certain impact on the operation of telecom operators. The above environmental changes require telecom operators to constantly improve their competitiveness. Group customers, although the total number may not be large. However, it can bring most profits to the enterprise, which accords with the so-called "two-eighth principle". Therefore, it is necessary to focus on the group customers as the focus and service object. In this paper, China Mobile as the research object, using the PEST analysis method to analyze the political, economic, social and technological changes in the macro environment facing China Mobile. This paper analyzes the advantages, disadvantages, opportunities and threats of China Mobile by means of SWOT analysis, and analyzes the problems existing in the group customer marketing by using relevant theories. This paper points out the necessity of China Mobile to build and optimize the marketing system. In the aspect of marketing system optimization, this paper constructs a new customer value evaluation system to evaluate the group customer value effectively. On the basis of this, we focus on the optimization of China Mobile's marketing system from three aspects: product, channel and support system. Put forward some specific strategies and measures that can be implemented, for enterprises to carry out the actual marketing work to provide reference. In order to ensure the implementation of the above measures, this paper also from the system protection. The implementation measures of group customer marketing strategy are put forward in the aspects of personnel security and cultural security.
【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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