遂宁移动集团客户细分研究

发布时间：2018-01-12 19:17

本文关键词：遂宁移动集团客户细分研究　出处：《电子科技大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着移动通信的发展，通信运营商提供的产品和服务逐渐趋于同质化，用户对移动通信运营商的选择变得更自由，替换成本变得更低，作为集团客户为运营商的收入做出了巨大的贡献，随着各行各业对信息化水平的依赖程度的提升，通过信息化产品的整体捆绑进行集团合作成为了运营商的必然选择，如何在集团客户市场的竞争中立于不败之地，如何能够增加和集团客户的合作深度和广度，，在此种情况下如何对集团客户市场细化就显得特别重要。本论文正是针对上述问题，以遂宁移动集团客户为主要的研究对象，通过对集团客户特征分析和把握，考虑集团客户的当前价值及后期价值，建立科学合理的价值评估方法，考虑集团客户发展过程中不同集团的偏好及对信息化程度需求的不同，对集团客户进行规范的细分。根据集团客户动态发展过程中可能遇到的问题，对集团客户成长过程提供合理科学的管理，为遂宁移动在集团客户的竞争中探索解决思路及对策。主要内容为： 1．通过对市场细分理论和移动通讯市场营运与竞争环境进行初步分析。 2．详细研究了遂宁移动集团客户细分所具备的条件和对其进行细分的标准。 3．研究了遂宁移动集团客户市场动态发展中可能出现的问题。 4．研究了基于集团客户偏好及信息化需求的集团细分。 5．研究遂宁移动集团客户细分实施对策及建议。┅┅
[Abstract]:With the development of mobile communication, the products and services provided by the communication operators tend to be homogenized gradually, and the users' choice of the mobile communication operators becomes freer and the replacement cost becomes lower. As a group customer has made a great contribution to the revenue of the operators, with the improvement of the degree of dependence of various industries on the level of information technology. Group cooperation through the integration of information products has become the inevitable choice of operators, how to be in an invincible position in the group customer market competition, how to increase the depth and breadth of cooperation with group customers. In this case, how to refine the group customer market is particularly important. This paper is aimed at the above problems, Suining Mobile Group customers as the main research object, through the group customer characteristics analysis and grasp, consider the group customer's current value and later value. To establish a scientific and reasonable method of value evaluation, taking into account the different group preferences and different needs for the degree of informatization in the process of group customer development. According to the group customer dynamic development process may meet the problem, provides the reasonable scientific management to the group customer growth process. In order to Suining mobile in the group of customers in the competition to explore solutions and countermeasures. The main contents are: 1. Through the market segmentation theory and the mobile communication market operation and the competition environment carries on the preliminary analysis. 2. The requirements and standards of Suining Mobile Group customer segmentation are studied in detail. 3. The possible problems in the dynamic development of Suining Mobile Group customer market are studied. 4. The group segmentation based on group customer preference and information demand is studied. 5. study the implementation countermeasures and suggestions of Suining Mobile Group customer Segmentation.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626

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