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1、分类号:密级:UDC:编号:河北工业大学工商管理硕士(MBA)学位论文河北联通中小企业客户营销策略研究论文作者:马艳杰学生类别:全日制专业学位类别:工商管理硕士领域名称:MBA指导教师:刘璞职称:副教授DissertationSubmittedtoHebeiUniversityofTechnologyforTheMasterDegreeofBusinessAdministrationTHERESEARCHONMARKETINGSTRATEGYOFSMALLANDMEDIUM-SIZEDENTERPRISECU
2、STOMERSOFHEBEIUNICOMbyMAYANJIESupervisor:A.P.LIUPUApril2016摘要随着我国通信业的不断发展,我国通信行业历经数次兼并与重组,形成了中国联通、中国电信、中国移动三家全业务通信运营商,由于业务的高度同质,三家运营商的竞争趋于白热化。随着虚拟运营商的加入以及互联网公司对话音业务的替代,运营商处于更加严峻的竞争环境。随着4G业务的推广及宽带中国战略的实施,运营商放弃价格战,开始基于细分市场深挖客户价值。中小企业作为我国经济的重要组成部分,也是通信业的重要客户,对
3、于通信运营商来说,如何在激烈的竞争中取得中小企业细分市场的胜利,是运营商一直关注的问题。本文结合前人的研究,以中小企业客户为目标,对其进行了详细研究,运用相关理论对中小企业客户的市场营销环境做了深入分析。并通过调查问卷,总结了中小企业客户需求,分析了河北联通正中小企业市场拓展上的优势与不足。最后,结合当前市场营销理论,对河北联通公司在中小企业客户市场的营销组合策略提出了改进建议。希望对于通信公司基于细分市场的营销策略研究起到一定帮助作用。关键词:通信业,中小企业客户,营销,策略IABSTRACTWiththe
4、continuousdevelopmentoftheChinesetelecommunicationindustry,communicationindustryinourcountryafterseveralmergersandrestructuring,ChinaUnicom,ChinaTelecom,ChinaMobile'sthreeallbusinesscommunicationsoperators,duetothehighlyhomogeneousbusiness,threecarrierscomp
5、etitionhotsup.WiththeadditionofvirtualoperatorsandInternetcompaniesinsteadofvoiceservices,operatorsinamoreseriouscompetitionenvironment.Inlinewiththebusinesspromotionand4gbroadband,theimplementationofthestrategyofChina'soperatorstoabandonpricewar,begantodig
6、customervaluebasedonthesegment.Asanimportantpartofourcountry'seconomy,Smallandmedium-sizedenterpriseisalsotheimportantcustomerofcommunicationsoperators.Andhowtowinmarketsegmentinthefiercecompetition,istheconcernoftheoperatorshavebeen.Basedonthepredecessors'
7、researchtosmallandmedium-sizedenterprisecustomersasthegoal,todetailedstudywascarriedout,usingtherelevanttheoryofsmallandmedium-sizedenterprisecustomermadein-depthanalysisthemarketingenvironment.Andthroughthequestionnaire,summarizesthesmallandmedium-sizedent
8、erprisecustomerneeds,HebeiUnicomisanalyzedinthemiddleofmarketdevelopmentontheadvantagesanddisadvantagesofsmallfirms.Finally,combiningwithmarketingrelatedtheory,theHebeiUnicommarketingstrategyinthefield