深圳市人口生活轨迹以及电信策略研究——项目管理在市场研究中的应用
发布时间：2018-11-13 19:34
【摘要】： 市场项目相对来看更加的注重于定性的判断与趋势的研究,这是与其他项目不太一致的地方,若能够通过项目管理的方法进一步提升市场项目的执行效率,提升项目的利用价值,是我们学习项目管理需要学习与强调的方面。 国际知名的咨询公司埃森哲参考国际上先进的电信管理与营销理念,为中国电信深圳分公司制订了高效率营销的流程体系,所有的营销应从客户研究出发,应基于对客户的理解制定营销策略、渠道政策、评价指标等等。“高效率营销流程”深刻的指出了目前电信运营商在营销方面存在的问题,就是过于强调产品政策,强调企业自身的能力,忽略了客户的需求。 为更好的落实高效率营销流程的实施,提升企业的营销能力,我们在市场研究的理论指导下,以项目管理的推进要求,组织了一次全深圳人口的抽样调研,对整个深圳市的人口进行了全面的研究,掌握人口状况、生活轨迹、电信需求等情况,并以此指导电信营销策略的制定。 本文重点对几个方面的内容进行了阐述：高效率营销流程以及市场研究的理论指导、项目管理的工作方法、深圳人口调研项目组织安排、电信应对策略研究等方面,强调的是市场需求的判断对市场营销策略制定的参考价值。
[Abstract]:Market projects are relatively more focused on qualitative judgment and trend research, which is not consistent with other projects, if the project management method can further improve the efficiency of market project implementation, To enhance the value of the use of the project, is our learning project management needs to learn and emphasize the aspects. Accenture, an internationally renowned consulting company, has drawn up an efficient marketing process system for China Telecom Shenzhen Branch, referring to the advanced international telecom management and marketing concepts. All marketing should proceed from customer research. Marketing strategies, channel policies, evaluation indicators, etc., should be based on customer understanding. The "efficient marketing process" profoundly points out the existing problems of telecom operators in marketing, that is, too much emphasis on product policy, emphasizing the ability of the enterprise itself, and neglecting the needs of customers. In order to better implement the efficient marketing process and enhance the marketing ability of enterprises, we organized a sampling survey of the whole Shenzhen population under the guidance of the theory of market research and the requirements of project management. This paper makes a comprehensive study on the population of Shenzhen, grasps the situation of population, life track, telecommunication demand and so on, and guides the formulation of telecommunication marketing strategy. This paper focuses on several aspects: the efficient marketing process and the theoretical guidance of market research, the working methods of project management, the organization and arrangement of the population survey project in Shenzhen, the research of telecommunication response strategy, and so on. What emphasizes is the market demand judgment to the marketing strategy formulation reference value.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F272;F626;C924.2
本文编号：2330222
[Abstract]:Market projects are relatively more focused on qualitative judgment and trend research, which is not consistent with other projects, if the project management method can further improve the efficiency of market project implementation, To enhance the value of the use of the project, is our learning project management needs to learn and emphasize the aspects. Accenture, an internationally renowned consulting company, has drawn up an efficient marketing process system for China Telecom Shenzhen Branch, referring to the advanced international telecom management and marketing concepts. All marketing should proceed from customer research. Marketing strategies, channel policies, evaluation indicators, etc., should be based on customer understanding. The "efficient marketing process" profoundly points out the existing problems of telecom operators in marketing, that is, too much emphasis on product policy, emphasizing the ability of the enterprise itself, and neglecting the needs of customers. In order to better implement the efficient marketing process and enhance the marketing ability of enterprises, we organized a sampling survey of the whole Shenzhen population under the guidance of the theory of market research and the requirements of project management. This paper makes a comprehensive study on the population of Shenzhen, grasps the situation of population, life track, telecommunication demand and so on, and guides the formulation of telecommunication marketing strategy. This paper focuses on several aspects: the efficient marketing process and the theoretical guidance of market research, the working methods of project management, the organization and arrangement of the population survey project in Shenzhen, the research of telecommunication response strategy, and so on. What emphasizes is the market demand judgment to the marketing strategy formulation reference value.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F272;F626;C924.2
【引证文献】
相关硕士学位论文 前1条
1 邓光璞;项目管理在农村健康调查管理中的应用研究[D];南方医科大学;2012年
，本文编号：2330222
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