QZ移动公司集团客户营销策略优化研究
发布时间：2018-07-15 19:40
【摘要】：4G技术作为新兴技术,在给使用者带来更快速便捷的互联网体验外,也为运营商带来了前所未有的机遇和挑战。随着虚拟运营商的加入,电信行业三大运营商之间的市场竞争日趋激烈,集团客户收入占电信运营商的营业收入的比重越来越高,运营商的关注重点开始由传统的电信业务转向集团客户领域。面临新的行业竞争环境,运营商如何卓有成效的开展对集团客户领域的研究分析,如何构建有针对性的集团客户营销策略,将对电信运营商能否在未来相当的一段时期内获得市场高地产生重要影响,也事关企业未来的核心竞争力的形成和提升。总的来说,论文分析了QZ移动公司现有的集团客户概况和营销方法,认为QZ移动公司现有的集团客户营销策略在缺陷,需要针对公司目前的营销策略存在的问题进行有针对性的改进,不断优化已达到的最优。所以,论文一开始使用了PEST分析法、五力分析模型等研究方法对新的竞争条件下QZ移动公司集团客户市场进行了深入的研究,利用SWOT分析法对中国电信和中国联通两大主要竞争对手的情况进行了分析,然后,基于自身特点的不同对集团客户进行重新的市场细分,将客户的价值与需求相结合,针对目标市场提出了市场定位策略。最后,提出了改善QZ移动公司集团客户营销策略的对策。通过论文的研究,希望可以有助于QZ移动公司充分发展壮大集团客户,解决目前公司在集团客户市场细分、目标市场选择、市场定位、营销策略实施等诸多方面的问题,实现集团客户市场对公司的营业利润的贡献度的提升,为改善QZ移动公司在传统弱势市场及弱势业务的表现提出指导借鉴。
[Abstract]:4G technology, as a new technology, not only brings users a faster and more convenient Internet experience, but also brings unprecedented opportunities and challenges to operators. With the entry of virtual operators, the market competition among the three major operators in the telecommunications industry is becoming more and more intense, and group customers' income accounts for an increasingly high proportion of the operating income of telecom operators. The focus of attention of operators began to shift from traditional telecom services to group customers. Facing the new industry competition environment, how to carry out the effective research and analysis to the group customer domain, how to construct the targeted group customer marketing strategy, It will have an important impact on whether telecom operators can obtain the market heights in a similar period of time in the future, and will also affect the formation and promotion of the core competitiveness of enterprises in the future. In general, the paper analyzes QZ Mobile's existing group customer profile and marketing methods, and considers that QZ Mobile's existing group customer marketing strategy is flawed. Aiming at the problems existing in the current marketing strategy of the company, it is necessary to continuously optimize the optimal ones that have been achieved. Therefore, at the beginning of this paper, we use pest analysis method, five-force analysis model and other research methods to study the QZ mobile group customer market under the new competitive conditions. SWOT analysis method is used to analyze the situation of two main competitors of China Telecom and China Unicom. Then, based on the differences of their own characteristics, the group customers are re-segmented to combine the value and demand of the customers. The market positioning strategy is put forward for the target market. Finally, the paper puts forward the countermeasures to improve the customer marketing strategy of QZ Mobile Group. Through the research of the thesis, I hope it can help QZ mobile company to fully develop and strengthen group customers, solve the problems of group customer market segmentation, target market selection, market positioning, marketing strategy implementation and so on. In order to improve QZ mobile company's performance in traditional weak market and weak business, the contribution of group customer market to the company's operating profit is improved.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274
本文编号：2125171
[Abstract]:4G technology, as a new technology, not only brings users a faster and more convenient Internet experience, but also brings unprecedented opportunities and challenges to operators. With the entry of virtual operators, the market competition among the three major operators in the telecommunications industry is becoming more and more intense, and group customers' income accounts for an increasingly high proportion of the operating income of telecom operators. The focus of attention of operators began to shift from traditional telecom services to group customers. Facing the new industry competition environment, how to carry out the effective research and analysis to the group customer domain, how to construct the targeted group customer marketing strategy, It will have an important impact on whether telecom operators can obtain the market heights in a similar period of time in the future, and will also affect the formation and promotion of the core competitiveness of enterprises in the future. In general, the paper analyzes QZ Mobile's existing group customer profile and marketing methods, and considers that QZ Mobile's existing group customer marketing strategy is flawed. Aiming at the problems existing in the current marketing strategy of the company, it is necessary to continuously optimize the optimal ones that have been achieved. Therefore, at the beginning of this paper, we use pest analysis method, five-force analysis model and other research methods to study the QZ mobile group customer market under the new competitive conditions. SWOT analysis method is used to analyze the situation of two main competitors of China Telecom and China Unicom. Then, based on the differences of their own characteristics, the group customers are re-segmented to combine the value and demand of the customers. The market positioning strategy is put forward for the target market. Finally, the paper puts forward the countermeasures to improve the customer marketing strategy of QZ Mobile Group. Through the research of the thesis, I hope it can help QZ mobile company to fully develop and strengthen group customers, solve the problems of group customer market segmentation, target market selection, market positioning, marketing strategy implementation and so on. In order to improve QZ mobile company's performance in traditional weak market and weak business, the contribution of group customer market to the company's operating profit is improved.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274
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