WF电信大客户业务营销策略研究

发布时间：2018-02-02 05:10

本文关键词： WF电信大客户营销策略　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着通信行业的逐步改革发展以及4G、光网传输等新技术的使用,通信运营商之间的竞争也愈发的激烈。公众通信市场业务已接近饱和,竞争重点主要是提速降费,大客户业务已经成为运营商新增收入的主要增长点。如何区别于公众市场,针对大客户的业务需求特点制定营销策略,提高销售产能及销售效率已经成为各家运营商研究的重点。本文首先梳理了 WF电信大客户业务现状及目前存在的问题,运用PEST分析法以及波特的五力模型对WF电信所处的内外部环境进行了分析,并结合内部组织及外部环境总结了 WF电信的目前的优势、劣势、面临的机遇及威胁。从当前价值及潜在价值两个维度,将WF电信大客户细分为四种类型,制定相应的营销战略。根据营销4P理论,从产品、价格、销售渠道、促销渠道四个方面提出了WF电信大客户营销优化策略。最后提出了优化策略顺利实施的保障措施。本文的主要创新点在以下几个方面。1.以大客户价值评估法为基础,从当前价值及潜在价值两个维度建立大客户评估模型,对WF电信大客户进行细分。2.研究内容新。从目前所能查到的文献看,涉及到运营商大客户营销策略研究的文章,多是对于传统的通信运营商产品及销售渠道的优化策略,而对于电子金融和移动互联网的研究又多集中于对于个人消费模式的影响。本文将基于国内外移动通信技术发展新趋势,包括电子金融、移动互联网等新兴技术的应用等,分析技术革新对营销策略的影响,从而形成新的对于大客户的营销策略。
[Abstract]:With the gradual reform and development of the communication industry and the use of new technologies, such as 4G, optical network transmission, the competition between communication operators is becoming more and more fierce. The main focus of competition is to increase the speed and reduce the fees. The major customer service has become the main growth point of the operators' new revenue. How to distinguish from the public market and make marketing strategy according to the characteristics of the business demand of the major customers. To improve sales capacity and sales efficiency has become the focus of various operators. Firstly, this paper combs the current situation and existing problems of WF telecom major account business. This paper analyzes the internal and external environment of WF telecom by using PEST analysis method and Porter's five-force model, and summarizes the current advantages and disadvantages of WF telecom combined with internal organization and external environment. From the two dimensions of current value and potential value, WF telecom customers are subdivided into four types, and corresponding marketing strategies are formulated. According to the marketing 4p theory, from product to price. Sales channels. The marketing optimization strategy of WF telecom big customer is put forward in four aspects of promotion channel. Finally, the guarantee measures for the successful implementation of the optimization strategy are put forward. The main innovation of this paper is in the following aspects. 1. To evaluate the value of large customer. On the basis of law. From the current value and potential value of the two dimensions of the establishment of a major customer evaluation model, WF telecom major customers subdivision. 2. New research content. From the current literature can be found to see. Related to the operators of major customer marketing strategy research articles, mostly for the traditional communication operators products and sales channels of the optimization strategy. The research on electronic finance and mobile Internet is focused on the impact of personal consumption patterns. This paper will be based on the new trends of mobile communication technology at home and abroad, including electronic finance. The application of new technologies, such as mobile Internet, analyzes the impact of technological innovation on marketing strategies, thus forming a new marketing strategy for large customers.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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