天津移动通信公司营销战略及集团客户定制化服务研究

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1、⑧天毕大薯中国近代第一所大学-I-程硕士学位论文_^H’一III}■●】Ij0【Hlfll：lM¨【eli¨●}磷jMI：II领域：T业工程作者姓名：李磊指导教师：杜绸教授企业导师：胡其志高工2004年6月ABSTRACTSincethemonopolywasbrokenandthecompetitionsystemwasintroducedintothecommunicationsmarket，manjillMobilecommunicationsmarkethaswitnesseddramaticchanges．ResearchonthemarketingstrategyofMobilec

2、ommunicationsmarketunderthecircumstancesofcompetitionplaysanimportantroleonmasteringthedevelopmenttrendofMobilecommunicationsaswellasitsinfluenceuponTianjin．InTianjinMobileCorp．(hereinafterreferredtoasTianjinMobile)，thegroupclients，comparedwithindividualcustomers，havemoreindividuation，aremorestable，

3、andcontributemoretotheincreaseofaddedvaluesoftheMobileCompany．Consequently,itisessentiallyimportantforTianjinMobiletoobtainadvantageouspositionsviaofferingcustomizedservicetogroupclients，providingcomprehensiveinformationsolutions，andincreasingitsdependenceuponthebusinessofTianjinMobile．ThisPaper,att

4、heverybeginning，introducesthedevelopmentofthecommunicationsindustryandthestatusinquooftheMobilecommunicationsmarket，analyzesthemacro·environmentandmicro-environmentthatTianjinMobileCorp．isfacedwith．makesamathforecastontheclientamount,anindexthatcommunicationsenterprisesattachmoreimportanceon,withsta

5、tisticsmodelandcombinationofthedevelopmenttrend，aswellascomparestheadvantagesanddisadvantagesbetweenTianjinMobileandTianjinUnicomviamakinguseoftheSWOTmethod．Then,inallusiontothemarketingenvironment,reality,andhabits，attitudes，aswellasbrandsofpotentialcustomers，thisPaperputsforwardcorrespondingmarket

6、ingsuggestionsafteramarketresearchismade．Furthermore，thisPaper,combiningwiththestatusquoofTianjinMobile，analyzesandstudiesaserialpertinencemarketingstrategyfromsuchaspectsasproducts，prices，promotion,channel，service，andclientreservation．Finally,thisPaper,speciallyaimingatthecustomizedservicetogroupcl

7、ients，makesadetaileddescriptiononmarketingmode，businessdefinition,networktechnologyconstruction,actualsolutions．andotheraspects．ThisPaper,、Ⅳitllmarketingandcustomizedservicemodemtimesmanagetheoryasits