江西DX中小企业市场的营销策略优化研究

发布时间：2019-06-06 08:00

【摘要】：江西DX是江西省最大的固定网络运营商、第二大移动通信运营商。按用户属性可将江西DX政企客户市场分为行业客户市场和中小企业市场。政企客户市场经过几年的高速增长,政企客户市场规模在运营商中最大,市场占有率也是最高的,但增长速度放缓。中小企业市场,由于单体价值不是特别高,市场群体特别广泛,现有营销渠道难以全部覆盖。因此,此部分市场在江西DX内部的重视程度相对较弱,竞争对手对此部分市场的关注度也不高。从国家宏观环境来看,国家提出“互联网+”战略和大众创业万众创新,为中小企业发展创造良好的市场环境和政策环境。对江西DX而言,中小企业市场蕴藏着巨大的市场机会。本文通过对江西DX中小企业市场营销策略进行分析,发现存在的问题,并提出优化改进意。作者提出,江西DX要抓住中小企业市场机会,实现自身收入和份额双提升,必须从营销渠道和产品体系两方面对中小企业市场营销策略进行优化:在营销渠道方面,必须建立一套立体化的专业渠道体系,代理渠道、实体渠道、网络渠道三者有机组合,扩大销售半径,深度覆盖中小企业市场,挖掘中小企业市场潜力。在产品体系方面,江西DX将紧紧围绕中国电信转型3.0要求,提供智能平台、智能管道和智能应用服务,打造中小企业市场的差异化优势。
[Abstract]:Jiangxi DX is the largest fixed network operator and the second largest mobile communication operator in Jiangxi Province. According to the user attribute, Jiangxi DX government and enterprise customer market can be divided into industry customer market and small and medium-sized enterprise market. After several years of rapid growth, the government and enterprise customer market is the largest among operators, the market share is also the highest, but the growth rate is slowing. Small and medium-sized enterprise market, because the single value is not particularly high, the market group is particularly extensive, the existing marketing channel is difficult to cover all. Therefore, the attention of this part of the market in Jiangxi DX is relatively weak, and the competitors pay little attention to this part of the market. From the point of view of the national macro environment, the state puts forward the "Internet" strategy and mass entrepreneurship innovation, so as to create a good market environment and policy environment for the development of small and medium-sized enterprises. For Jiangxi DX, the market of small and medium-sized enterprises contains huge market opportunities. Based on the analysis of the marketing strategy of DX small and medium-sized enterprises in Jiangxi Province, this paper finds out the existing problems and puts forward the idea of optimization and improvement. The author points out that in order to seize the market opportunity of small and medium-sized enterprises and realize the double promotion of their own income and share, Jiangxi DX must optimize the marketing strategy of small and medium-sized enterprises from two aspects of marketing channels and product system: in the aspect of marketing channels, It is necessary to establish a set of three-dimensional professional channel system, agency channel, entity channel and network channel, expand the sales radius, deeply cover the market of small and medium-sized enterprises, and tap the market potential of small and medium-sized enterprises. In terms of product system, Jiangxi DX will closely focus on the requirements of China Telecom Transformation 3.0, provide intelligent platform, intelligent pipeline and intelligent application services, and build the differentiation advantage of small and medium-sized enterprise market.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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