基于顾客价值的咸阳电信服务营销研究

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1、武汉理丨：大学硕七学位论文武汉理工大学硕士学位论文基于顾客价值的咸阳电信服务营销研究姓名：涂雯申请学位级别：硕士专业：企业管理导教师：张永红20070401武汉理丨：大学硕七学位论文AbstractThetelecommunicationindustryisthebasicindustryofourcountry,andithasgreatinfluenceonkeepingthenationaleconomydevelopingpersistently,healthyandstablely.Currentlythetelecommunicationmarketh

2、asalreadyturnedintoafullcompetingstage,howeverservicesmarketingconceptionofChinaTelecomhasnotbeenabletoadapttherequestofmodemmarketeconomy.ChinaTelecomhastoabandonobsoleteandself-centeredmarketingprinciple,andstarttosetupwithcustomervalueasthecentralservicesmarketingconceptiontorealis

3、ecustomersatisfactionandgainpersistentcompetitiveadvantagethroughunderstandingthecustomervalue,promotingcustomerperceivedbenefitsandreducingcustomersacrifices.ChinaTelecomXianyangbranchcompanyinShaanxiprovincewasalwaysplacedinapassivepositioninthefirsthalfof2006，competingwithChinaMobi

4、leandChinaUnicom.Inthefirsthalfyearitonlycompleted47,03%ofbudgetofthewholeyear，whichfellthelastinShaanxiprovince,andthesituationisveryrigorous.However’thecompanycontinuouslypromotesservicequalityfromthecustomervaluethroughpersistingintheserviceconceptionof“CustomerFirst,ServiceFonnost

5、".Thereforetherestillexistscertaindevelopmentspaceonthemarketoffixedtelephone,PHSandInternet.Thisthesismadereferencetodomesticandinternationalrelevantresearchofcustomervaluerelatedtheoriesfirst,discussedthecontactoftheoriesaboutthecustomervalueandservicesmarketing,andquotedthat"promot

6、ingcustomerperceivedvalueisthefoundationofservicesmarketing"astheconceptionofservicesmarketingintelecommunicationindustry.ThenanalyzedthemarketingenvironmentoftelecommunicationindustryinXianyangcity，combiningthepresentconditionofXianyangbranchcompanyofChinaTelecominShaanxiprovince，and

7、pointedoutthekeyproblemsaboutmarketingexistinginthecompany.Accordingtothecompetitiveadvantagebasedontheviewpointofresourcesthisthesisanalyzedstrategiclogicandoutlooklevel,strategicassetsandcorecompetencelevelandallocationofvaluechainslevelsupportingfinalproductandmarketsegment,discuss

8、edhow