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1、大客户营销己经成为中国电信市场未來竞争的重要环节，电信企业要实现与大客户的合作共赢，必须区分大客户的不同性质的需求。木文着重论述中国移动大客户的营销策略。随着移动通信市场竟争的H趋激烈，屮国移动通信企业越來越意识到客户服务质量的重要性，只冇以客户为中心，以市场为导向，获取较高的客户满意度和忠诚度，才能在竞争中立于不败之地。特别是电信行业重组以后，中国移动将更为重视大客户发展和维系，因为重组以后，将有很多对屮国移动的不利因索，将对屮国移动的发展起到限制和约束。女h市场竟争对手的壮大和增加、不对称管制的约束、第三代移动通信的危
2、机等。本文还将从大客户的对企业的贡献价值，大客户服务营销中存在的问题、大客户服务营销的实施战略等进行论述，使其能够为今后激烈的市场竞争中的大客户服务营销工作起到点滴作用。人客户是实现企业利润的町持续发展的最为重要的保障之一，树立客户关系管理理念，加强大客户营销和服务工作，发展大客户，捉高大客户的忠诚度和满意度，挽留住大客户，是中国移动通信高度重视的战略性任务，是企业持续发展的重要保证。关键字：个人大客户；集团客户；服务；营销；策略AbstractBigcustomermarketinghasbecomeChinatelec
3、ommarketcompetitioninthefutureanimportantlink,thetelecommunicationenterprisetoachieveandbigcustomerwin-wincooperation,mustdistinguishthebigcustomer'sdifferentneeds.ThispaperfocusesonChinamobilebigcustomermarketingstrategies.Alongwiththemobilecommunicationmarketcom
4、petitionisbecomingincreasinglyfierce,Chinamobilecommunicationenterprisemoreandmoreawareoftheimportanceofqualityservicetocustomers,onlytakethecustomerasthecenter,takethemarketastheguidance,againhighercustomersatisfactionandloyalty,canwewinthecompetition.Especiallyi
5、nthetelecommunicationsindustryaftertherestructuring,Chinamobilewillbemoreattentionbigcustomerdevelopmentandsustain,becauseaftertherestructuring,therewillbemanyadversefactorstoChinamobile,Chinamobilewillbethedevelopmentwhichlimitandconstraint-Suchas:themarketcompet
6、ition"sgrowthandtheincrease,asymmetriccontrolconstraintsandthethirdgenerationmobi1ecommunicationcrisis,etc.Thispaperwi11alsofromthebigcustomer"scontributiontotheenterprisevalue,bigcustomerserviceoftheproblemsexistinginthemarketingandcustomerservicemarketingimpleme
7、ntationstrategyisdiscussed,makeitbeabletofiercemarketcompetitioninthefuturethebigcustomerservicemarketingworkplaysarole.Bigcustomersistorealizethesustainabledevelopmentoftheenterpriseprofitthemostimportantoneofthesecurity,setupthecustomerrelationshipmanagementidea
8、s,strenglhenthebigcustomermarketingandservicework,thedevelopmentofbigcustomer,improvethebigcustomerloyaltyandsatisfaction,toretainalargecustomers,isChin
