中国电信“中小聚类客户”营销渠道规划与管理研究

发布时间：2018-06-15 11:48

本文选题：中小聚类客户 + 中国电信　；参考：《电子科技大学》2013年硕士论文

【摘要】：根据电信行业消费特点，“中小聚类客户”是指通信月消费在3000元以下的中小企业客户，包括在产业园区、专业市场、商务楼宇等相对集中区域的聚类商业客户和分散的临街商铺用户。随着通信行业全业务竞争形势的日趋激烈，三大通信运营商的总体渠道体系已基本趋同，但针对不同客户群的渠道覆盖能力和渠道协同能力仍存在较大差异。特别是针对用户数量庞大、用户范围广泛、用户价值相对不高的中小聚类客户，用哪种营销渠道方案去覆盖才能获得最好的销售业绩是目前中国电信迫切需要去研究和探讨的问题。本论文正是针对上述情况，从电信、移动、联通三大运营商针对中小聚类客户营销的渠道现状进行分析，找出中国电信在该细分客户群营销中渠道方面存在的问题，同时根据不同的营销理论方法，对中国电信“中小聚类客户”营销渠道规划与管理作了创新性和探索性研究。主要内容为：首先，论文研究了电信、移动、联通三大通信运营商在中小聚类客户群中的市场占有率情况和渠道现状，进行了具体的优势劣势对比分析，，提出了中国电信在该客户群营销中渠道规划和渠道管理方面的存在问题。接着，详细分析了中小聚类客户对电信业务的需求情况和消费行为特征，根据电信的产品供给情况进行了供需对比分析。然后，结合4P经典营销理论分析了电信中小聚类客户营销渠道的薄弱和重要性，运用4C和4R等营销理论对中小聚类客户营销渠道的存在问题进行了详细研究，提出了这些渠道问题的解决必须从消费者导向的成本、便利和沟通的角度考虑，从企业方、渠道方、客户方之间建立良好的关联关系和利益共同体的思路考虑。最后，根据上述分析研究提出了中国电信中小聚类客户营销在各种渠道类型的规划方案和渠道协同、渠道考核与激励、渠道能力提升、渠道竞争等方面的管理策略。
[Abstract]:According to the consumption characteristics of the telecommunications industry, "small and medium-sized cluster customers" refer to small and medium-sized enterprises that spend less than 3000 yuan per month on communications, including in industrial parks and specialized markets. Commercial buildings and other relatively concentrated areas of clustering business customers and scattered street-facing shop users. With the increasingly fierce competition of the whole business in the communication industry, the overall channel system of the three major communication operators has basically converged, but the channel coverage ability and channel coordination ability of different customer groups still have great differences. Especially for the small and medium-sized clustering customers with large number of users, wide range of users and relatively low user value, Which marketing channel scheme to cover to obtain the best sales performance is the urgent need for China Telecom to study and explore the problem. This paper aims at the above situation, from the telecom, mobile, Unicom three major operators for small and medium-sized clustering customer marketing channel status analysis, to find out that China Telecom in the marketing of the subdivision customer group channel problems, At the same time, according to different marketing theories and methods, this paper makes an innovative and exploratory study on the marketing channel planning and management of China Telecom's "small and medium Cluster customers". The main contents are as follows: firstly, the paper studies the market share and channel status of telecom, mobile and Unicom in the middle and small cluster customer groups, and makes a comparative analysis of the specific advantages and disadvantages. The problems of channel planning and channel management in the marketing of China Telecom are put forward. Then, the paper analyzes the demand and consumption behavior of small and medium clustering customers, and analyzes the supply and demand according to the supply of telecom products. Then, combined with the 4P classical marketing theory, this paper analyzes the weakness and importance of the marketing channel of telecom small and medium clustering customers, and makes a detailed study on the existing problems of the small and medium-sized cluster customers' marketing channels by using the 4C and 4R marketing theories. It is proposed that the solution of these channel problems should be considered from the perspective of consumer-oriented cost, convenience and communication, and the idea of establishing a good relationship and a community of interests among enterprises, channels and clients. Finally, according to the above analysis and research, the paper puts forward the management strategies of China Telecom small and medium clustering customer marketing in various channel planning schemes and channel coordination, channel assessment and incentive, channel ability enhancement, channel competition, and so on.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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