电信大客户个性化营销方案研究

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1、华中科技大学硕士学位论文电信大客户个性化营销方案研究姓名：邓刚申请学位级别：硕士专业：工商管理指导教师：田志龙20041028摘要本文主要研究了制定电信大客户个性化营销方案的过程并以楚天激光集团有限公司通信合作项目为具体案例简要介绍了个性化营销方案的制定过程为应付日趋激烈的市场竞争电信运营企业除了不断开发新业务培育新的利润增长点以外纷纷把大客户业务的发展提升到公司生存和发展的层面上来但在进行市场营销的过程中电信运营商们往往表现得过于粗放随意和缺乏章法这为企业竞争能力的成长埋下了极大的隐患也为竞争对手的冲击留下了短板电信运营商只有建立了科学的规范化的营销分析模型并制定个性化的营销方案才能

2、最大限度地开发大客户的价值提高企业的效益本文首先论述了电信市场的发展概况具体分析了电信市场的结构预测了电信市场的未来发展趋势并论述了电信企业进行大客户个性化营销的必然性其次论文根据电信市场的特殊性建立了较为科学和规范化的营销分析模型营销分析模型分别从各行业电信消费特点分析运营商竞争优劣势比较客户需求的挖掘竞争态势评估几个方面对大客户通信需求进行了全面的多角度的综合分析最终制定出以有效满足大客户通信需求和提高运营商收益为目的的个性化营销方案最后文章以中国电信与楚天激光集团有限公司通信合作项目为案例简要介绍了个性化营销方案的制定过程关键词大客户电信个性化营销IAbstractInthist

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