江苏电信“中小企业及聚类客户”营销策略研究

发布时间：2018-06-17 07:51

本文选题：江苏电信 + 中小企业及聚类客户　；参考：《南京邮电大学》2017年硕士论文

【摘要】：随着3G牌照的发放,市场格局由6家运营商变为3家,各家运营商进入全业务运营时代,提供产品的趋同化也使得竞争进一步激烈。目标市场细分化、精确化营销成为提升市场份额,扩大客户群的重要手段。“中小企业及聚类客户”市场(简称中小聚类市场或商客市场)空间大、客户群庞大、总体消费值高,是三家运营商重点争抢的焦点。如何运用已有资源抢占市场先机,有效的针对目标客户痛点设计产品、制定营销方案、组织营销活动,提升该市场收入。如何提升渠道能力,扩展渠道覆盖面,提升市场营销能力和客户服务能力,扩大客户群。这些问题成为各家运营商在拓展中小聚类市场中关注的重点[1]。本文作者在江苏电信从事营销策划工作多年,结合营销理论及一线工作经验,从客户细分角度出发,分析中小聚类市场客户特征形态,匹配营销策略,制定渠道优化策略,提出划小承包概念,从而达到提升江苏电信中小聚类市场全业务收入的最终目的。本文利用文献研究法、信息研究法,综合运用市场细分、4P、4C、4R等市场营销理论,对江苏电信中小聚类市场拓展进行了深入的研究。第一章确定研究目标对象,阐述本次论文研究背景、目标市场研究意义,并提出研究方法和研究理论。第二章分析本次论文中所将运用的营销理论,并对其进行分析和比较。并引入了其他省成功案例供参考。第三章对江苏电信中小聚类市场分别从消费情况和行业特征两个维度进一步细分,为下文匹配营销策略做准备。第四章制定中小聚类市场营销策略,并分时间点设计出各主题营销活动。第五章从渠道覆盖要点、渠道建设实施要点、渠道能力提升、渠道协同四个角度说明营销管理策略。第六章根据中小聚类市场特征,提出划小承包经营概念,并分析具体实施步骤措施。同时在对外合作方面也制定出探索方案。本论文在市场营销理论基础上,结合作者营销策划实际工作,对江苏电信中小聚类市场拓展改进方案进行了研究,通过优化营销策略及渠道策略提升江苏电信在此市场的竞争实力。
[Abstract]:With the issuance of 3G license, the market pattern has changed from 6 operators to 3. The operators have entered the era of full-service operation, and the competition has become more fierce because of the convergence of products. Target market differentiation, accurate marketing has become an important means to enhance market share and expand customer base. "small and medium-sized enterprises and cluster customers" market (referred to as small and medium-sized clustering market or business customer market) has a large space, large customer base and high overall consumption value, which is the focus of the three operators. How to use the existing resources to seize the market opportunities, to effectively design products for the pain point of the target customers, to formulate marketing plans, to organize marketing activities, and to enhance the market income. How to enhance channel ability, expand channel coverage, promote marketing ability and customer service ability, expand customer base. These problems have become the focus of attention of operators in the development of small and medium-sized clustering market [1]. The author of this paper engaged in marketing planning in Jiangsu Telecom for many years, combined with marketing theory and front-line work experience, from the perspective of customer segmentation, analyzes the characteristics of customers in small and medium-sized cluster markets, matches marketing strategies, and formulates channel optimization strategies. This paper puts forward the concept of "small contract" so as to achieve the ultimate goal of enhancing the whole business income of Jiangsu Telecom small and medium clustering market. This paper makes use of the literature research method, the information research method, synthetically uses the marketing theory such as the market subdivision 4PX 4C 4R, has carried on the thorough research to the Jiangsu Telecom small and medium clustering market expansion. In the first chapter, the research object is determined, the research background, the significance of target market research, and the research method and theory are presented. The second chapter analyzes the marketing theory which will be used in this paper, and analyzes and compares it. The successful cases of other provinces are introduced for reference. In the third chapter, Jiangsu Telecom small and medium clustering market is further subdivided from two dimensions of consumption and industry characteristics to prepare for the following matching marketing strategy. The fourth chapter formulates the medium and small cluster marketing strategy, and designs each topic marketing activity in time. The fifth chapter explains the marketing management strategy from four angles: the main points of channel coverage, the implementation of channel construction, the improvement of channel ability and channel coordination. The sixth chapter puts forward the concept of small contract management according to the characteristics of middle and small cluster market, and analyzes the concrete implementation measures. At the same time in the foreign cooperation also worked out the exploration plan. Based on the marketing theory and the author's practical work of marketing planning, this paper studies the improvement scheme of Jiangsu Telecom's small and medium cluster market. Through the optimization of marketing strategies and channel strategies to enhance the competitive strength of Jiangsu Telecom in this market.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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