长沙联通集团信息化产品营销策略研究

发布时间：2018-03-16 06:13

本文选题：长沙联通　切入点：集团客户营销　出处：《南昌大学》2013年硕士论文　论文类型：学位论文

【摘要】：电信业是的我国的支柱产业之一,受到高度的关注。2008年,工业和信息化部、国家发改委和财政部联合发布了《关于深化电信体制改革的通告》,重组改革后的中国联通、中国电信和中国移动三家运营商获得全业务运营资格并陆续获得了3G牌照,联通获得WCDMA牌照,移动获得TD—SCDMA牌照,电信获得CDMA2000牌照,三家运行商都能同时经营固定和移动的语音与数据服务、互联网业务及其他增值业务,我国电信业从此进入全业务运营的伟大时代。通信行业的3G大战已经拉开序幕。在这种格局下,集团客户在企业的战略性地位越来越高,是各家电信企业竞争的重点战场。集团信息化产品对保有、拓展集团客户有着重要的作用。该论文在确定选题意义基础上,分析了长沙联通现有的集团信息化产品的种类,特点,适用范围；分析了长沙联通现有的集团信息化产品发展面临的机会与风险、优势与劣势。通过对长沙联通集团信息化产品营销现状与存问题的分析,确定了长沙联通集团信息化产品的营销战略和发展策略；并阐述了信息化产品给社会各行各业带来的重要影响；提出了长沙联通应通过锁定行业集团客户的信息化需求,针对不同行业集团客户,推出个性化集团信息化产品和服务满足客户的需求的营销模式。建议今后,长沙联通要积极应对控制风险,有效减缓客户ARPU降低幅度和客户流失速度,继续集团客户规模优势和WCDMA的高网速优势,把握客户个性化的信息化需求,确保集团客户成为长沙联通持续发展的重要推动力和主要增长点。希望能为长沙联通应对集团客户市场竞争并继续保持竞争优势产生一定的积极作用。
[Abstract]:In 2008, 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, which reorganized China Unicom after the reform. Three operators, China Telecom and China Mobile, have obtained full operation qualifications and have been granted 3G licenses one after another. China Unicom has obtained the WCDMA license, China Mobile has obtained the TD-SCDMA licence, and China Telecom has obtained the CDMA2000 license. All three operators can operate fixed and mobile voice and data services, Internet services and other value-added services at the same time. Since then, China's telecommunications industry has entered a great era of full-service operation. In this situation, the strategic position of group customers in the enterprise is becoming increasingly high, which is the key battlefield for the competition of various telecommunications enterprises. On the basis of determining the significance of the selected topic, this paper analyzes the types, characteristics and applicable scope of the existing group information products of Changsha Unicom. This paper analyzes the opportunities and risks, advantages and disadvantages facing the development of Changsha Unicom's information products. This paper determines the marketing strategy and development strategy of Changsha Unicom group information products, expounds the important influence of information products on various industries of society, and points out that Changsha Unicom should lock up the information needs of industry group customers. Aiming at customers of different industry groups, the marketing mode of individualized group information products and services to meet the needs of customers is put forward. It is suggested that Changsha Unicom should actively deal with the control risks in the future and effectively slow down the reduction of customer ARPU and the speed of customer churn. Continue to group customer scale advantage and WCDMA high speed advantage, grasp customer personalized information needs, To ensure that group customers become the important driving force and main growth point of Changsha Unicom's sustainable development. It is hoped that Changsha Unicom will play a positive role in dealing with the group customers' market competition and maintaining its competitive advantage.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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