中国移动FX分公司集团客户营销策略研究
发布时间：2018-09-18 17:39
【摘要】：中国移动作为世界用户规模最大的移动通信运营商,自2000年4月20日成立以来,迅速发展壮大,已经连续9年被美国《财富》杂志评为世界500强,2010年排名第77位,在移动通信行业具有非常特殊的地位。中国移动发展至今,客户总人数已经达到7亿,远远领先于竞争对手。集团客户作为通信运营商业务收入增长的重要保证之一,对公司运营起着至关重要的作用,在移动通信市场上的重要性也越来越突出。 本文对FX分公司的集团客户市场现状、营销策略、竞争形势、集团客户流失原因及存在问题进行了系统分析。运用竞争战略理论中的差异化战略对集团产品进行了差异化组合,运用SWOT模型对FX移动的优劣势、机会和挑战进行了分析,并提出相应的营销策略。集团客户保有营销策略研究是基于电信行业重组的大环境下,对FX地区党政军等重点集团、大中型企业、个体经营业户在使用手机、固话、专线、无线商务电话等集团业务,以及三家运营商在用户数量、竞争策略等情况进行调查分析的基础上进行的。在上述分析的基础上,结合FX移动的实际情况提出了FX移动的集团客户营销策略,即针对不同集团客户市场的差异化产品组合策略、提升客户经理人员整体素质和积极性的培训激励策略、提高集团客户满意度和忠诚度的服务质量提升策略和与集团客户保持关联的营销策略。
[Abstract]:As the largest mobile communication operator in the world, China Mobile has developed rapidly since it was founded on April 20, 2000. It has been ranked the world's top 500 by Fortune magazine for 9 consecutive years and ranked 77th in 2010. In the mobile communication industry has a very special position. China Mobile development so far, the total number of customers has reached 700 million, far ahead of competitors. Group customers, as one of the important guarantee of business revenue growth of communication operators, play a vital role in the operation of the company, and the importance of group customers in the mobile communication market is becoming more and more prominent. This paper makes a systematic analysis on the market situation, marketing strategy, competition situation, the reasons of group customer turnover and the existing problems of FX Branch. This paper uses the differentiation strategy in the competitive strategy theory to combine the group products, analyzes the advantages and disadvantages, opportunities and challenges of the FX mobile by using the SWOT model, and puts forward the corresponding marketing strategies. The research of group customer retention marketing strategy is based on the general environment of telecom industry reorganization, to the FX area party, government and army and other key groups, large and medium-sized enterprises, self-employed businesses in the use of mobile phones, fixed telephone, special lines, wireless business phone and other group business. And the three operators in the number of users, competitive strategy on the basis of investigation and analysis. On the basis of the above analysis, combined with the actual situation of FX Mobile, this paper puts forward the group customer marketing strategy of FX Mobile, that is, the differentiated product combination strategy for different group customer markets. The training incentive strategy to improve the overall quality and enthusiasm of the customer manager, the service quality promotion strategy to improve the group customer satisfaction and loyalty, and the marketing strategy to maintain the relationship with the group customer.
【学位授予单位】：辽宁工程技术大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626;F274
本文编号：2248638
[Abstract]:As the largest mobile communication operator in the world, China Mobile has developed rapidly since it was founded on April 20, 2000. It has been ranked the world's top 500 by Fortune magazine for 9 consecutive years and ranked 77th in 2010. In the mobile communication industry has a very special position. China Mobile development so far, the total number of customers has reached 700 million, far ahead of competitors. Group customers, as one of the important guarantee of business revenue growth of communication operators, play a vital role in the operation of the company, and the importance of group customers in the mobile communication market is becoming more and more prominent. This paper makes a systematic analysis on the market situation, marketing strategy, competition situation, the reasons of group customer turnover and the existing problems of FX Branch. This paper uses the differentiation strategy in the competitive strategy theory to combine the group products, analyzes the advantages and disadvantages, opportunities and challenges of the FX mobile by using the SWOT model, and puts forward the corresponding marketing strategies. The research of group customer retention marketing strategy is based on the general environment of telecom industry reorganization, to the FX area party, government and army and other key groups, large and medium-sized enterprises, self-employed businesses in the use of mobile phones, fixed telephone, special lines, wireless business phone and other group business. And the three operators in the number of users, competitive strategy on the basis of investigation and analysis. On the basis of the above analysis, combined with the actual situation of FX Mobile, this paper puts forward the group customer marketing strategy of FX Mobile, that is, the differentiated product combination strategy for different group customer markets. The training incentive strategy to improve the overall quality and enthusiasm of the customer manager, the service quality promotion strategy to improve the group customer satisfaction and loyalty, and the marketing strategy to maintain the relationship with the group customer.
【学位授予单位】：辽宁工程技术大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626;F274
【参考文献】
相关期刊论文 前1条
1 郭伟刚;包凡彪;;客户忠诚理论的价值分析和驱动模式研究[J];商业研究;2007年03期
，本文编号：2248638
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