徐州电信宽带业务营销策略研究

发布时间：2018-02-04 18:00

本文关键词： 徐州电信宽带业务服务营销策略　出处：《西安理工大学》2008年硕士论文　论文类型：学位论文

【摘要】： 宽带业务作为信息化过程中最富有生命力的业务,前景广阔,宽带网络建设使各个领域的人们的思想观念、生活方式等发生了革命性的变化,推进了社会发展领域的变革。宽带业务领域早已是各个固网运营商投入大量人力、资金互相争夺的领域。江苏省徐州电信作为徐州地区互联网宽带业务的主导电信运营商,充分强化自身在宽带业务方面的核心优势,树立专业宽带服务品牌,充分发掘各类用户的需求,提高宽带内容服务和增值服务的多样化,开发灵活的资费政策及个性化的解决方案,不断提高徐州电信宽带业务的可持续发展能力。本文分为五个部分:第一部分分析了徐州电信宽带业务所处的市场宏观及微观环境,并运用五力模型SWOT矩阵模型进行了竞争状况分析。第二部分在调查问卷的基础上运用大量的数据图表分析进行消费者行为影响因素及过程分析。第三部分通过大量调研数据的分析,对徐州电信宽带业务的营销现状及存在的问题进行了剖析。对徐州电信宽带业务进行了有效的目标市场选择及市场定位,以有效的获得竞争优势。第四部分通过把4P和4C理论相结合起来的应用方式,在产品策略方面,注重研究新产品开发,服务创新管理和品牌策略;在价格策略方面,运用模型剖析徐州电信宽带业务的实际定价;在促销策略方面,综合广告策略,销售促进,创新直接营销来具体探讨;在渠道策略方面,详尽分析和设计了销售渠道及重点客户关系管理策略。第五部分提出了营销策略实施的建议与控制,提出徐州电信宽带业务应由关系营销向文化营销方向发展的策略。本文以徐州电信宽带业务的发展为主线,多层面进行论述。研究分析宽带新产品,营销新模式,对电信公司如何根据自身资源,搞好客户导向的服务营销,大力开发宽带业务市场提出了自己的见解,对徐州电信公司宽带业务的持续发展和领导决策提供了参考。
[Abstract]:Broadband business, as the most vigorous business in the process of informatization, has broad prospects. Broadband network has revolutionized people's ideas and lifestyles in various fields, and promoted the transformation in the field of social development.
The field of broadband business is already the fixed network operators to invest a lot of manpower, funds to fight each other. In Jiangsu Province, Xuzhou Telecom broadband Internet as Xuzhou's leading telecom operators, fully strengthen their own core strengths in the broadband business, establish a professional broadband service brand, to fully explore the various needs of users, improve the diversification of broadband content services and value-added services, solutions for the development of a flexible tariff policy and personalized, and constantly improve the sustainable development ability of Xuzhou Telecom broadband services.
This paper is divided into five parts: the first part analyzes the Xuzhou Telecom broadband business in the market of macro and micro environment, and the use of the five force model and SWOT matrix model of the competitive analysis of the situation. The second part on the basis of the questionnaire using a large amount of data chart analysis and process analysis of consumer behavior influencing factors. The third part through the analysis a large number of research data, the marketing situation of Xuzhou Telecom broadband business and the existing problems are analyzed. The broadband business in Xuzhou Telecom is the target market selection and market positioning effectively, to effectively obtain the competitive advantage. In the fourth part, through the application of the 4P and 4C theory are combined, in terms of product strategy study on new product development, focusing on service innovation management and brand strategy; in the aspect of price strategy, the actual use of model analysis of Xuzhou Telecom broadband services Pricing; in the promotion strategy, advertising strategy, sales promotion, direct marketing innovation to discuss; in the channel strategy, detailed analysis and design of sales channels and key customer relationship management strategy. The fifth part puts forward the suggestions for the implementation of marketing strategy and control system, proposed the Xuzhou Telecom broadband services should be the development of relationship marketing to culture the direction of the marketing strategy.
This paper takes the development of Xuzhou Telecom broadband service as the main line, multi levels were discussed. Research and analysis of new broadband products, new marketing mode, the telecommunications company according to their own resources, improving customer-oriented marketing services, vigorously develop the broadband services market put forward their own ideas, provide a reference for sustainable development of Xuzhou Telecom broadband service the decision-making of the leadership.

【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F626

【引证文献】