电信黄浦分局楼宇客户精准营销模式的研究

发布时间：2018-02-04 07:24

本文关键词： 精准营销数据分析电信业务　出处：《华东理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：通讯行业日益激烈的竞争,从公众个人市场逐渐蔓延到了政企市场,运营商使出浑身解数,通过差异化产品及服务来满足政企客户不断增长的个性化需求。这其中,成熟电信市场的中高端楼宇竞争尤其激烈。目前楼宇通信服务采取比较粗放式的客户经理蹲点等候客户上门营销方式,急需找到一种解决方案来增强电信在楼宇客户营销方面的模式。本文楼宇精准营销模式的研究正是为解决楼宇粗放式营销所作。楼宇客户精准营销模式是面向政企楼宇客户进行商机管控的一种新颖营销方法,本次研究主要是对楼宇客户在一段时间内的电信业务使用情况进行数据挖掘,根据客户所属行业的业务特点、规模大小等多维度进行交叉营销,经过“七步”营销法则,形成楼宇业务全息图,从而快速定位目标客户的目标业务,提前知晓客户商机,达到楼宇客户业务精准把控的目的。楼宇精准营销模式的实践,不仅实现电信楼宇业务收入的占有率,更是充分实践集团公司提出的“一去二化新三者”战略规划。该模式的研究是在中电信面临客户服务市场化、差异化的大背景下,对中国电信充分挖掘潜力、增强活力,实现企业内部市场化,在提高企业市场运作效率的同时,提高企业整体经济效益做出贡献。
[Abstract]:Increasingly fierce competition in the communications industry, from the public personal market gradually spread to the government and enterprise markets, operators to do everything possible. Through the differentiation of products and services to meet the growing needs of government and enterprise customers. Mature telecommunications market in the high-end building competition is particularly fierce. At present, the building communication services take a more extensive type of account managers to wait for customers home marketing. An urgent need to find a solution to enhance telecommunications in building customer marketing model. In this paper, the research of building precision marketing model is to solve the problem of building extensive marketing. Building customer precision marketing model is a novel marketing method to manage and control the business opportunities of government and enterprise building customers. This research mainly carries on the data mining to the building customer's telecommunication service usage situation in a period of time, carries on the cross-marketing according to the customer's industry characteristic, the scale and so on multi-dimensional. Through the "seven steps" marketing principle, the building business hologram is formed, which can quickly locate the target business of the target customer, know the customer business opportunity in advance, and achieve the purpose of accurate control of the building customer business. The practice of building precision marketing model not only realizes the share of telecom building business income. The research of this model is to tap the potential of China Telecom under the background of customer service marketization and differentiation. Strengthen the vitality, realize the internal marketization of the enterprise, improve the efficiency of the market operation of the enterprise, at the same time, improve the whole economic benefit of the enterprise to make the contribution.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F626

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