株洲电信分公司服务营销策略研究

发布时间：2018-01-15 21:36

本文关键词：株洲电信分公司服务营销策略研究　出处：《湖南大学》2006年硕士论文　论文类型：学位论文

【摘要】： 信息产业发展至今已经进入第四次浪潮,伴随以内容和应用为中心时代的来临,传统的以网络为中心的时代即将走到尽头,传统的竞争手段,如广告、渠道、价格等都不再是决定性的因素,唯有以客户需求为导向,提高服务质量,创造服务品牌才能支撑企业的持续发展。高水平的客户服务是电信运营商做强的重要保证,电信运营商之间竞争的焦点正从网络资源的竞争向差异化的服务竞争转变,服务已成为电信市场营销组合中举足轻重的要素。目前,株洲市电信行业竞争异常激烈,株洲电信分公司只有采取并运用科学合理的市场服务营销策略才能在激烈的市场竞争中求得生存和发展。这些因素客观上要求企业充分发挥自身优势,制定和实施具有竞争性的服务营销策略,不断创新和完善公司服务营销体系,为公司总体战略实现服务。本文从宏观、微观这两个层面分析了株洲电信分公司面临的市场营销环境。在此基础上,结合株洲电信分公司的现状,利用SWOT分析工具详细分析了株洲电信分公司导入服务营销的优势、劣势、机会以及所面临的威胁。然后,在市场细分的基础上,提出了建立差异化服务战略的构想,并设计了差异化服务营销策略组合。在差异化服务战略的指导下,利用服务营销理论以及关系营销等相关理论,从内、外两部分构建了株洲电信分公司服务营销体系。其中,外部营销策略包括产品、渠道、促销、服务有形展示、服务过程等;内部营销策略包括以尊重的态度对待员工、让每块金子都发光的用人哲学、全方位的激励理念等。最后,从组织、人员、流程、服务质量管理以及支撑系统等方面对服务营销策略的贯彻、实施进行全方位的保障,不断创新和完善公司服务体系,提高客户满意度和忠诚度。本文以株洲电信分公司为对象,通过层层深入分析,提出一套较为实用的服务营销策略,希望本文的研究能为电信企业的管理者提供一定的参考。
[Abstract]:The development of information industry has entered 4th waves, along with the advent of the era of content and application as the center, the traditional network-centric era is coming to an end, the traditional means of competition, such as advertising, channels. Price is no longer the decisive factor, only customer demand oriented, improve the quality of service. The creation of service brands can support the sustainable development of enterprises. High level of customer service is an important guarantee for telecom operators to strengthen. The focus of competition among telecom operators is changing from the competition of network resources to the competition of differentiated services. Service has become a decisive factor in the telecom marketing mix. At present, Zhuzhou telecom industry competition is extremely fierce. Zhuzhou Telecom Branch only adopt and use scientific and reasonable marketing strategy in order to survive and develop in the fierce market competition. These factors objectively require enterprises to give full play to their own advantages. To formulate and implement competitive service marketing strategies, to continuously innovate and improve the company's service marketing system, and to serve the overall strategy of the company. This paper analyzes the marketing environment of Zhuzhou Telecom Branch from the macro and micro aspects. On this basis, combined with the status quo of Zhuzhou Telecom Branch. This paper analyzes the advantages, disadvantages, opportunities and threats faced by Zhuzhou Telecom Branch in detail by using SWOT analysis tools. Then, on the basis of market segmentation. This paper puts forward the conception of establishing the differentiated service strategy, and designs the combination of the differentiated service marketing strategy. Under the guidance of differentiated service strategy, using the service marketing theory and relationship marketing theory, the paper constructs the service marketing system of Zhuzhou Telecom Branch from the internal and external parts. External marketing strategies include product, channel, promotion, service tangible display, service process, etc. Internal marketing strategies include a respectful attitude towards employees, let each piece of gold shining philosophy of employment, all-around the concept of incentives. Finally, from the organization, personnel, process, service quality management and support system and other aspects of the implementation of service marketing strategies, the implementation of all-round protection, innovation and improvement of the company's service system. Improve customer satisfaction and loyalty. In this paper, Zhuzhou Telecom Branch as the object, through layers of in-depth analysis, put forward a set of more practical service marketing strategy, I hope this study can provide a certain reference for the managers of telecom enterprises.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F626

【引证文献】