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1、政企客户论文：政企客户市场营销差异化策略【中文摘要】随着我国市场化改革的不断深入，中国电信市场已初步形成了多家运营商共分天下的格局。面对电信市场竞争的日益加剧，各企业必须进行市场细分，确定冃标市场，实施差异化营销。差异化营销，又称差异性市场战略或差异性市场营销，是指面对已经细分的市场，企业选择两个或者两个以上的子市场作为市场目标,分别对每个子市场提供针对性的产品和服务以及相应的销售措施。差异化营销策略可细分为产品策略、价格策略、渠道策略以及促销策略。本文从微观层面，以广西区电信北海公司政企客户的差异化营销作为研究对象,通过对具体企业的研究来透视差异化营销的一般规律
2、。首先，阐述木研究的时代背景和意义，在进行文献综述的基础上提出本文的研究思路和方法，并对相关理论予以概述。其次，分析了北海电信所处的内部和外部环境，尤其是对北海电信的市场营销环境进行了SWOT分析。再次，从实施差异化营销的战术层面，就产品、价格、服务和渠道四个方面,论述了北海电信公司采取的具体政企差异化营销措施、存在的问题及解决方案。最后，对北海电信政企客户实施差异化营销战略进行了总结，并指出了本文的不足之处，提出了以后的完善方向。【英文摘要】Withtheunceasingdevelopmentandperfect!onoftheChinesemarketiza
3、tion,thetelecommunicationsindustryofChinahasinitiallybecometheonethatmanycompaniescansharewith・Confrontedwiththeincreasinglyfiercecompetitonofthetelecommunicationsindustry,allthecompaniesshouldsegmentthemarket,confirmthetargetmarketandcarryoutdifferentiatedmarketing・Differentiatedmark
4、etingisalsocalleddifferentiatedmaketingstrategyordifferentiatedmarketingmanagementwhichmeansthecompaniesshouldchoosetwoormoresubmarketasthetargetmarket,andsupplyeachsubmarketwiththeorientedproducts,servicesandthesalesmeasurescorrespondinglywhentheyareconfrontedwiththesegmentedmarket・T
5、hedifferentiatedmarketingcanbedividedintoproductsstrategy,pricestrategy,channelstrategyandsalespromotionstrategy.Fromthemicrocosmicpointofview,thisarticletakethestatecoscusomersofGuangxiBeihaiTelecommunicationCompanyasthestudyobjectinordertofindthegeneralruleofdifferentiatedmarketingt
6、hroughthestuyofthisspecificcompany.Firstly,thisarticlestatedthebackgroundandthesignificanceofthestudy,andtheresearchideasandmethodsweretoldinthebaseofliteraturereview,therelatedtheorieswerestatedaswelLSecondly,thisarticleanalizetheinternalandexternalenvironmentofBeihaiTelecommunicatio
7、n,andmadetheSWOTanalizationofitscompetitionsituationspecially.Thirdly,formtheimplementofthedifferentiatedmarketingpointofview,thisarticleexpoundedthemeasuresBeihaiTelecommunicationcompanytakes,theproblemsexistsanditssolutions,whichwasstatedfromfouraspects,products,price,servicandcharr
8、nel.A
