韶关联通校园市场服务营销改进研究

发布时间：2018-04-08 18:10

本文选题：韶关联通　切入点：校园市场　出处：《北京邮电大学》2013年硕士论文

【摘要】：随着经济全球化浪潮的深入影响,中国企业越来越重视提高产品质量,同时开始注重培育国际品牌,推行最周到的服务,中国联通也是如此。本文以韶关联通为例,通过对韶关联通校园市场服务策略调查,阐述该企业在针对校园市场实际运营发展的过程中所遇到的困难、制度瓶颈以及外部的竞争压力,如何改进服务营销策略,打一场校园市场攻坚战,赢得市场份额和提高市场竞争力,以及其发展前景。首先,本文提出了文章研究的意义和目的,阐述并分析了国内外服务营销理论的发展及其理论在市场应用的相关研究文献,并在市场细分的条件下,提出了本文的研究思路。其次,分析了广东联通的三年的外部发展环境,引入了服务营销战略在通信校园市场的应用。再次,对比了韶关联通的服务营销策略上存在的差距。最后,根据服务营销理论的指导思想,结合韶关联通校园市场的差距,提出了改善韶关联通校园市场服务营销的改进对策和建议。
[Abstract]:With the deepening influence of economic globalization, Chinese enterprises pay more and more attention to improving the quality of products, at the same time, they begin to pay attention to the cultivation of international brands and the most considerate service, so is China Unicom.This paper takes Shaoguan Unicom as an example, through investigating the service strategy of Shaoguan Unicom campus market, expounds the difficulties, institutional bottlenecks and external competitive pressures encountered by the enterprise in the course of actual operation and development of the campus market.How to improve the service marketing strategy, fight a difficult battle in the campus market, win the market share and improve the market competitiveness, and its development prospect.Firstly, this paper puts forward the significance and purpose of the research, expounds and analyzes the development of the service marketing theory at home and abroad and the relevant research literature of the application of the theory in the market, and puts forward the research ideas of this paper under the condition of market segmentation.Secondly, it analyzes the external development environment of Guangdong Unicom for three years, and introduces the application of service marketing strategy in the communication campus market.Thirdly, the gap of service marketing strategy of Shaoguan Unicom is compared.Finally, according to the guiding ideology of service marketing theory and the gap of campus market of Shaoguan Unicom, the paper puts forward some countermeasures and suggestions to improve the service marketing of Shaoguan Unicom campus market.
【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

【参考文献】