南京电信服务营销策略研究

发布时间：2018-10-24 21:31

【摘要】：近几年来,随着4G牌照的发放,虚拟运营商的进入,国内电信行业竞争格局进一步被打破,竞争形势更加严峻,传统的价格战、广告战、渠道战已无法使电信企业建立起长久的竞争优势,依靠传统的外呼、现场等营销方式已无法适应新的市场需要,品牌和服务已经成了主导运营商争夺用户资源,抢占市场份额的利器。在这样的背景下,南京电信原有的服务营销的策略已经逐渐不能适应广大消费者的需求,如何把握现代电信企业竞争的方向,建立长期竞争优势,成为南京电信亟需解决的重要课题。本文结合对南京电信服务营销现状的分析,发现了南京电信服务营销存在的主要问题,接着通过对南京电信内部环境和外部环境的分析,得出南京电信当前所处的市场环境,并结合SWOT的分析,指出了针对南京移动等竞争对手,南京电信的优势、劣势、机遇以及威胁。在服务营销理论的指导下,针对南京电信当前在服务营销中存在的问题,结合南京电信的三类客户分群,重新设计了南京电信的服务营销策略体系,主要包括:一、针对服务营销的产品和品牌存在的问题,重新打造产品和品牌体系;二、针对服务营销的渠道布局和有形展示存在的问题,做好渠道布局优化调整和强化服务的有形展示;三、针对服务营销的定价和促销方面存在的问题,做好不同客户群的差异化的定价和促销政策制定。最后结合南京电信服务营销提升策略,制订了提升策略的保障措施:一是调整组织架构,以适应服务营销策略的实施,二是提升服务人员的服务意识和服务技能,并解决好人员动力问题,三是做好服务的全过程管控,以做好服务的过程和质量的管控。
[Abstract]:In recent years, with the issuance of 4G licences and the entry of virtual operators, the competition pattern in the domestic telecommunications industry has been further broken, and the competition situation has become more severe. The traditional price war, advertising war, Channel warfare can no longer make telecom enterprises establish a long-term competitive advantage, rely on traditional external call, field marketing methods can no longer adapt to the new market needs, brand and service has become the leading operators to compete for user resources. A weapon that grabs market share. In this context, the original service marketing strategy of Nanjing Telecom has been gradually unable to meet the needs of the vast number of consumers. How to grasp the direction of competition of modern telecommunications enterprises and establish long-term competitive advantage, Become the important subject that Nanjing Telecom needs to solve urgently. Based on the analysis of the current situation of Nanjing Telecom Service Marketing, this paper finds out the main problems in Nanjing Telecom Service Marketing, and then through the analysis of Nanjing Telecom's internal and external environment, it concludes the current market environment of Nanjing Telecom. Combined with the analysis of SWOT, this paper points out the advantages, disadvantages, opportunities and threats against Nanjing Mobile and other competitors. Under the guidance of the service marketing theory, aiming at the problems existing in the service marketing of Nanjing Telecom at present, combined with the three types of customers of Nanjing Telecom, this paper redesigns the service marketing strategy system of Nanjing Telecom, which mainly includes: 1. Aiming at the problems existing in the products and brands of service marketing, we should rebuild the system of products and brands; second, we should optimize and adjust the distribution of channels and strengthen the visible display of services in view of the problems existing in the distribution of channels and visible display of service marketing; third, Aiming at the problems in pricing and promotion of service marketing, the differential pricing and promotion policies of different customer groups are made. Finally, combined with the promotion strategy of Nanjing telecom service marketing, the guarantee measures of the promotion strategy are formulated: first, to adjust the organizational structure to adapt to the implementation of the service marketing strategy; second, to enhance the service awareness and service skills of service personnel. And to solve the problem of personnel motivation, the third is to do a good job in the whole process of service control, in order to do a good job in the process of service and quality control.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F626;F274

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