中国移动天津公司集团客户营销策略分析

发布时间：2018-01-27 11:48

本文关键词： 集团客户天津移动全业务营销策略　出处：《河北工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着电信业重组及3G牌照的发放，中国三家通信运营商（中国移动、中国联通、中国电信）均已实现了全业务运营。全业务运营环境下，三家运营商的竞争愈演愈烈。集团客户市场更是必争之地。在通信市场竞争如此激烈的情况下，移动公司集团客户营销策略并没有做到与时俱进，某种程度上现有的营销方式并不能充分应对竞争对手的猛烈冲击。因此，本文通过对天津移动集团客户营销现状进行分析，找出其不足之处，同时分析了天津移动的需求环境、竞争环境和企业自身环境，总结出目前天津移动的SWOT模型。并利用7P营销理论提出了更加针对性的营销策略，制定了相关实施措施。希望借此能够找出更好的应对竞争的营销方法。
[Abstract]:With the restructuring of the telecommunications industry and the issuance of 3G licences, all three Chinese telecom operators (China Mobile, China Unicom, China Telecom) have realized full-service operations. The competition of the three operators is becoming more and more intense. The group customer market is even more important. Under such fierce competition in the communication market, the mobile group customer marketing strategy has not kept pace with the times. To some extent, the existing marketing methods can not fully cope with the fierce impact of competitors. Therefore, this paper analyzes the current situation of customer marketing in Tianjin Mobile Group and finds out its shortcomings. At the same time, it analyzes Tianjin Mobile's demand environment, competition environment and enterprise's own environment, summarizes the current Tianjin Mobile's SWOT model, and puts forward more targeted marketing strategy by using 7p marketing theory. Relevant implementation measures have been developed. It is hoped that a better marketing method can be found to deal with competition.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

【参考文献】