石河子市电信公司酒店集团客户营销策略优化研究

发布时间：2018-03-29 09:52

本文选题：电信行业　切入点：酒店集团客户　出处：《石河子大学》2017年硕士论文

【摘要】：随着中国通信行业竞争越来越激烈,酒店集团客户对运营商收入和利润的贡献逐渐增强,如何有效的开拓酒店集团客户市场成为各大运营商关注的焦点。另一方面,通讯技术的进步和互联网时代的到来,使得酒店集团客户对通信产品和信息服务的质量提高了更高的要求,因此,如何及时地满足不同酒店集团客户的多样化需求,如何与酒店集团客户保持良好的合作关系以及提高酒店集团客户的忠诚度,争取在激烈的电信市场竞争中不断保持竞争优势,这些都是石河子市电信公司在酒店集团客户营销过程中正面临着并亟待解决的重要问题之一。因此,石河子市电信公司非常有必要也亟需制定出科学的、合理的市场营销策略,这是关于公司经营成败的大问题。正是在上述的背景下,本文以石河子市电信公司为例,在充分理解酒店集团客户特点以及市场营销等相关理论知识的基础上,首先对石河子市电信公司酒店集团客户的营销策略及其市场营销现状进行深入探讨与分析,以找出其营销过程中存在的问题。然后,运用SWOT分析法分析石河子市电信公司酒店集团客户营销所处的环境、优劣势、机会和威胁。最后,运用竞争优势定位理论、营销组合理论,并结合石河子市电信公司的实际情况,尝试构建正确的酒店集团客户营销策略优化方案,主要包括开展针对细分市场突破中高端的差异化营销、完善酒店集团客户关系营销体系、推广酒店集团客户体验式营销、建立有效的酒店集团老客户保有策略以及构建基于提高酒店集团客户感知和忠诚度为重点的服务营销。最后,结合各地先进企业的管理经验和平时实际工作情况,提出了确保营销优化策略能够顺利实施的的一些方法与建议,为石河子电信公司酒店集团客户的拓展提供更加合适的营销策略。另外,本文的研究对于其他企业的客户拓展策略也有一定的借鉴作用,有利于该类企业改进自身的客户营销策略,更好的推动客户拓展工作的顺利开展。
[Abstract]:With the increasingly fierce competition in the communications industry in China, the contribution of hotel group customers to the operators' income and profits has gradually increased. How to effectively develop the hotel group customer market has become the focus of attention of the major operators. On the other hand, With the development of communication technology and the advent of the Internet era, the customers of hotel group have raised higher requirements for the quality of communication products and information services. Therefore, how to meet the diversified needs of customers of different hotel groups in a timely manner, How to maintain a good cooperative relationship with hotel group customers and improve the loyalty of hotel group customers, and strive to maintain competitive advantage in the fierce competition in the telecommunications market. These are one of the important problems that Shihezi City Telecom is facing in the process of hotel group customer marketing. Therefore, Shihezi City Telecom Company is very necessary and urgent to formulate scientific and reasonable marketing strategy. This is a big question about the success or failure of the company. It is under the above background that this paper takes Shihezi City Telecom Company as an example, on the basis of fully understanding the characteristics of hotel group customers and related theoretical knowledge such as marketing, etc. First of all, the marketing strategy and marketing status of hotel group customers of Shihezi City Telecom Company are discussed and analyzed in order to find out the problems in the process of marketing. This paper uses SWOT analysis method to analyze the environment, advantages and disadvantages, opportunities and threats of customer marketing of hotel group of Shihezi City Telecom Company. Finally, using competitive advantage positioning theory, marketing combination theory, Combined with the actual situation of Shihezi telecom company, this paper tries to construct the correct optimization scheme of customer marketing strategy of hotel group, which mainly includes developing differentiated marketing aiming at breaking through the middle and high end of the market segment. Perfect the hotel group customer relationship marketing system, promote the hotel group customer experience marketing, establish effective hotel group old customer retention strategy and build the service marketing based on improving the hotel group customer perception and loyalty. Finally, Combined with the management experience of advanced enterprises in various places and the actual working situation in peacetime, the paper puts forward some methods and suggestions to ensure the successful implementation of the marketing optimization strategy. In addition, the research in this paper can be used as a reference for the customer expansion strategy of other enterprises. This kind of enterprises can improve their own customer marketing strategy and promote the smooth development of customer expansion.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F274

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