内蒙古联通公司服务营销策略研究

发布时间：2018-03-28 11:53

本文选题：服务营销　切入点：策略　出处：《内蒙古财经大学》2017年硕士论文

【摘要】：进入21世纪以来,顺应国际形势和市场发展规律,我国对原有的通信业进行了大刀阔斧的改革,行业环境发生巨大变化。从目前我国电信业的格局来看,运营商竞争正从产品竞争逐步转向品牌和服务的竞争,如何在复杂多变的市场中赢得主动并能扩大市场,如何利用有效的营销资源来使自己的产品和服务得以推广成为各个运营商提升竞争力新的源泉。新形势下,电信行业竞争加剧,利润率下降,价格竞争激烈,产品服务同质化,客户忠诚度低。因此,内蒙古联通分公司需要对原有的服务营销策略进行升级优化,在为市场营销工作奠定良好基础的同时,也提高自身的市场竞争力。本文以内蒙古联通分公司为研究对象,通过对其所面临的市场环境和现有营销渠道的组织要素及组织方法的分析,发现对内蒙古联通公司进行渠道优化是十分必要的。在具体分析了内蒙古联通公司所面临的优劣势、机遇和威胁的基础上,依照服务营销前沿理论,重点对中国联通内蒙古分公司服务营销现状及问题进行剖析和研究,进而提出了公司在服务营销策略所采取的一系列措施。最后,为了保证有效实施,本文还进一步阐述了应采取的相关保障性措施。本文在对NPS实际数据的采集分析和相关理论的基础上,进一步对内蒙古联通公司服务营销策略进行分析研究,具有较强的现实意义,在今后一段时间内蒙古联通公司服务营销具有一定的指导意义。
[Abstract]:Since entering the 21st century, in accordance with the international situation and the law of market development, our country has carried out a drastic reform of the original telecommunications industry, and the industry environment has undergone tremendous changes. Operator competition is gradually changing from product competition to brand and service competition. How to win initiative and expand market in complex and changeable market, How to make use of effective marketing resources to promote their products and services to become a new source for operators to enhance their competitiveness. Under the new situation, the competition in the telecommunications industry intensifies, the profit margin drops, the price competition is fierce, and the products and services are homogenized. Therefore, Inner Mongolia Unicom Branch need to upgrade and optimize the original service marketing strategy, while laying a good foundation for the marketing work, This article takes Inner Mongolia Unicom Branch as the research object, through the analysis of the market environment and the existing marketing channel organization elements and the organization method, the article takes the Inner Mongolia Unicom Branch as the research object, through the analysis of the market environment and the existing marketing channel organization factor and the organization method. It is found that it is necessary to optimize the channel of Inner Mongolia Unicom Company. On the basis of analyzing the advantages and disadvantages, opportunities and threats faced by Inner Mongolia Unicom Company, according to the service marketing frontier theory, This paper focuses on the analysis and research on the current situation and problems of service marketing in Inner Mongolia Branch of China Unicom, and then puts forward a series of measures taken by the company in the service marketing strategy. Finally, in order to ensure the effective implementation, On the basis of the collection and analysis of the actual data of NPS and related theories, this paper further analyzes the service marketing strategy of Inner Mongolia Unicom Company. The service marketing of Inner Mongolia Unicom Company has certain guiding significance in the future.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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