南安电信企业客户4G业务营销策略研究

发布时间：2018-03-26 02:03

本文选题：南安电信　切入点：企业客户　出处：《华侨大学》2017年硕士论文

【摘要】：企业客户可以为通信运营商带来稳定且较高的收入,其重要性不言而喻。想要快速拓展4G业务,企业客户无疑成为所有运营商最应该聚焦的群体。企业客户的4G业务拓展要点是快速、正确地响应和满足其需求,提供基于4G网络并将各类信息化产品集合在移动终端上的综合服务方案,实现业务融合捆绑增强客户粘性,成为拓展企业客户的利器。本文简要介绍了国内4G业务发展情况和南安电信公司企业客户的4G业务发展情况,采用PEST法、五力模型、SWOT法等分析工具对南安电信所处的宏观环境和行业环境、拥有的优势和机会、面临的劣势和威胁进行分析总结,同时在对企业客户进行行业特征和需求分析的基础上,深入实地调查,并结合4P理论提出了六个针对企业客户的4G业务营销策略。本文通过研究南安电信对企业客户的4G业务营销策略,总结出南安电信应按行业深挖企业客户信息化需求,结合重点信息化产品推广4G业务,同时加强社会渠道的管理,提升客户经理能力,实现商机闭环管理,充分利用全业务的优势实现差异化营销,提高客户的服务感知度,才能快速、有效地拓展企业客户的4G市场。该研究将有助于理清南安电信企业客户市场的4G业务营销策略和相应的措施实施保障,为南安电信、其他分公司和同行企业在企业客户市场的4G业务发展提供了一定的指导和参考。
[Abstract]:The importance that corporate customers can bring stable and high revenues to telecommunications operators is self-evident. Enterprise customers are undoubtedly the most focused groups of all operators. The key to 4G business expansion for enterprise customers is to respond to and meet their needs quickly and correctly. Providing a comprehensive service scheme based on 4G network and aggregating all kinds of information products on mobile terminal to realize business integration and enhance customer stickiness. This paper briefly introduces the development of 4G service in China and the development of 4G service in Nanan Telecom Company, and adopts PEST method. This paper analyzes and summarizes the macro environment and industry environment of Nanan Telecom, the advantages and opportunities, the disadvantages and threats faced by Nanan Telecom, and analyzes the industry characteristics and needs of enterprise customers. This paper studies the 4G business marketing strategy of Nanan Telecom to the enterprise customers, and puts forward six 4G business marketing strategies for enterprise customers based on 4P theory. It is concluded that Nanan Telecom should dig deeply into the needs of customers' informatization according to the industry, combine with key information products to promote 4G business, at the same time, strengthen the management of social channels, enhance the ability of account managers, and realize the closed-loop management of business opportunities. Make full use of the advantages of the whole business to achieve differentiated marketing, improve customer service awareness, in order to quickly, Effectively expand the 4G market of enterprise customers. This research will help to clear up the 4G business marketing strategy of Nanan telecom customer market and the corresponding measures to implement the protection for Nanan Telecom. Other branches and peers in the enterprise customer market 4G business development provides some guidance and reference.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

【参考文献】