北京移动中高端客户服务营销策略研究

发布时间：2018-04-21 10:46

本文选题：北京移动 + 中高端客户　；参考：《北京邮电大学》2012年硕士论文

【摘要】：2009年1月工业和信息化部发放了第三代移动通信牌照,中国移动获得了基于TD-SCDMA技术制式的3G牌照,中国电信获得了基于CDMA2000技术制式的3G牌照,中国联通获得基于WCDMA技术制式的3G牌照。随着三大3G制式的同台竞技和互动发展,三家运营商之间的竞争由楚汉相争到了三国鼎立的局势。中高端客户是电信运营商的收入主要来源,此部分的客户市场已经成为了新一轮竞争的焦点和热点。本文综合运用了战略管理、服务营销等理论,介绍了国内外关于服务营销理论的研究及发展情况,理论联系实际,分析了国内电信市场环境和北京移动中高端客户的市场营销环境及目前存在的问题,运用服务营销三角理论,从外部营销、内部营销、交互营销三个方面探讨了北京移动中高端客户服务营销策略。
[Abstract]:In January 2009, the Ministry of Industry and Information issued the third generation mobile communication license, China Mobile obtained 3G license based on TD-SCDMA technology standard, and China Telecom obtained 3G license based on CDMA2000 technology system. China Unicom is awarded a 3G license based on WCDMA technology. With the development of the competition and interaction among the three 3G systems, the competition among the three operators has been competing from the Chu and Han dynasties to the situation of the three Kingdoms. Middle and high-end customers are the main source of revenue for telecom operators, and this part of the customer market has become the focus and hot spot of the new round of competition. This paper synthetically applies the theories of strategic management and service marketing, and introduces the research and development of service marketing theory at home and abroad, which combines theory with practice. This paper analyzes the domestic telecom market environment and the marketing environment of the middle and high-end customers of Beijing Mobile and the existing problems, and applies the service marketing triangle theory, from the external marketing, internal marketing, Three aspects of interactive marketing to explore the Beijing Mobile high-end customer service marketing strategy.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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