上海电信跨国制造业大客户消费需求及个性化营销研究

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1、上海交通大学硕士学位论文上海电信跨国制造业大客户消费需求及个性化营销研究姓名：金莉茗申请学位级别：硕士专业：工商管理指导教师：李乃和20070128分，对跨国制造业客户在不同阶段的通信需求特点进行了详细分析。在对跨国制造业客户的分阶段进行需求分析的基础上，建议针对跨国制造业客户在不同阶段通信需求特点，进行个性化营销,提供个性化的产品营销和服务营销，做到从网络的竞争走向服务的竞争，从同质化的竞争走向差异化的竞争。首先从产品个性化的角度，针对跨国制造业客户不同发展阶段建议了不同的电信解决方案。其次从服务个

2、性化角度建议了一些针对跨国制造业客户可以采取的服务措施。总之，无论是对跨国制造业客户还是对金融教育等其他行业的大客户，电信企业都要站在客户的角度理解客户对通信服务的需求，在电信大客户市场激烈竞争的环境中，只有能够向大客户提供满足其整体通信需求的产品和服务营销组合的运营商才会赢得市场。关键词：大客户，电信市场，个性化营销，跨国制造业THERESEARCHOFDEMANDFEATURESANDPERSONALIZATIONMARKETINGFORSHANGHAITELECOM’SMULTINATIONAL

3、MANUFACTURERABSTRACTWiththequickdevelopmentofinformationtechnologyandnationaleconomy,thetelecommunicationmarketisfullofcompetencesincetheinternalandexternalenvironmentischanginggreatly.AsthemonopolyinChinesetelecommarketwasbrokenupandcompetitionisintrod

4、uced,telecomcarriersarefacingmarketcompetition.Allthetelecomcarriesarecompetingfortheclientresourcesandthecontestforkeyclientisfiercethanothers.UsingtheknowledgefrommyMBAcoursesandalsofrommyexperienceinpractice，thethesistriestoperformastudyontheenvironm

5、entanddemandfeaturesofChinesetelecomkeyclientmarket.ThemultinationalmanufacturerfromShanghaiTelecomisfocusedandanalyzedindetailondemandfeaturesbecauseofitsrepresentativecharacter.Andpersonalizationmarketingissuggestedbasedonthekeyclient’sdemandfeatures.

6、Firstly,thisthesisdiscussesthegeneralbackgroundoftelecommarketandthecompetitiondistributionoftelecomoperators.ThenweanalyzethesituationoftelecommarketbythecompetitiontheoryofMichaelBolter.Afterthatthethesisintroducesthedefinitionandclassificationofkeycl

7、ientmarket,analyzesthestrategicimportanceofkeyclientstotelecomoperatorsandkeyclientsconsumptionbehavior'scommonfeature.AfterthatmultinationalmanufacturerisintroducedandSWOTtheoryisusedtoanalyzethecompetitionsituationofmultinationalmanufacturermarketing.

8、Thethesisstudiesthestatusandtrendofmultinationalmanufacturer’sinformationconstructionindetailbecauseitstelecomdemandisinterrelatedwithinformationconstruction.Multinationalmanufacturer’stelecomdemandisdifferentinitsdifferentinform