H电信分公司网格化营销服务体系研究

发布时间：2018-01-23 04:18

本文关键词： 网格化营销服务网络资源装维　出处：《华中科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：伴随着3G和三网融合等新网络技术的引入与变革，中国电信业进入全面同质化竞争时代。在新的市场环境下，中国电信基于固网基础上的营销组织方式已不适应新时期的发展要求。在营销模式的构建上，如何更贴近客户，实现对存量和潜在客户的无缝覆盖，争取到更多的营销机会；对能给企业带来较多收入的中小客户，如何编织紧密的销售和服务网络，是需要解决的重要问题。在目前电信市场饱和度越来越高的情况下，网格化营销对解决中国电信如何深入挖掘客户市场、全面覆盖电信市场，细分市场空间并精耕细作等有着重要意义。本文通过文献研究，在企业内部开展观察、访问等调查，聚焦网格化营销在内部管理上的实践，通过分析H电信公司在粗放式经营中存在的问题，，包括上对下的管理，即营销虚拟团队的组建和考核激励，以及后端对前端的支撑，即网络资源覆盖和装维等服务方面、IT系统信息管理方面的支撑，探索构建网格化营销服务体系。从网格的划分、网格支撑系统的建设、网格在资源建设上的应用、网格中建设、装机和营销一体化流程的推进等方面，通过实施差异化营销中心投资资源配置、精确化营销和差异化装维服务等措施，探讨在基层实际运作中如何建立较为完善的网格化营销体系。本文旨在通过研究，寻求较佳的网格化营销体系，为电信运营企业探索基层营销模式、提升基层管理水平提供参考，并通过实践证明在电信公司构建网格化营销服务体系，是提升竞争力的有效措施之一。
[Abstract]:With the introduction and transformation of new network technologies such as 3G and triple network convergence, China's telecommunications industry has entered an era of comprehensive homogenization competition, under the new market environment. China Telecom's marketing organization based on fixed network can not meet the requirements of the new era. In the construction of marketing model, how to more close to customers, to achieve the seamless coverage of the stock and potential customers, and to win more marketing opportunities; For the small and medium-sized customers who can bring more revenue to the enterprise, how to weave a tight sales and service network is an important problem to be solved. At present, the telecom market saturation is getting higher and higher. Grid marketing is of great significance to solve the problem of how to dig into the customer market, fully cover the telecom market, subdivide the market space and work intensively and so on. Through the literature research, this paper carries out the observation inside the enterprise. Through the analysis of the problems existing in the extensive management of H telecom company, including the top-to-bottom management, that is, the formation and evaluation of the marketing virtual team. And the back-end to the front-end support, that is, network resources coverage and maintenance and other services IT system information management support, explore the construction of grid-based marketing service system, from the grid division. The construction of grid support system, the application of grid in resource construction, the construction of grid, the promotion of integrated process of installation and marketing, etc., through the implementation of differentiated marketing center investment resources allocation. This paper discusses how to establish a more perfect grid marketing system in the actual operation of grass-roots level by means of precise marketing and differentiated maintenance service. The purpose of this paper is to seek a better grid marketing system through research. It is one of the effective measures to improve the competitiveness of telecom enterprises to explore the basic marketing mode and improve the level of grass-roots management. It is proved by practice that the establishment of grid marketing service system in telecom companies is one of the effective measures to enhance competitiveness.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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