山西电信政企行业客户营销管理优化研究.pdf

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1、摘要随着电信市场的不断变革，广大消费者不仅要求通信运营企业能提供好的产品满足日常需求，也对通信运营企业的服务质量提出了更高的要求。因此，积极开展营销，提升客户满意度成为通信企业获取竞争优势，树立品牌形象的有力武器。面对日益激烈的市场竞争环境，山西电信在拓展政企行业客户时，通过提升客户经理团队素质，建立客户清单化管理，差异化营销等措施，在提升客户服务，提升营销水平取得一些成绩。但是，由于电信在山西市场基础弱、底子薄、人才短缺等原因，在客户营销服务中仍存在一些问题。针对上述情况以营销理论为指引，以山西电信为研究对象，分析企业的发展史、现状及未来前景，了解山西电信在政企行业客户的划分、拓展、维挽方面

2、的主要政策及营销措施。面对着日益变化的市场情况，山西电信面临着网络资源匮乏、4G覆盖不足，如何能够将有限的资源发挥最大的作用，有效的拓展客户是本文重点讨论的。依据客户细分理论，结合STP理论，利用7P营销理论，以客户细分、划小承包、重点项目营销为手段，倒三角、嵌入式服务为支撑探讨出适合山西电信行业客户发展的营销服务方法，更好的为山西电信在客户市场拓展提供有效支撑。关键词营销理论；山西电信；拓展客户；客户细分；差异化营销IAbstractWiththedevelopmentofthetelecommunicationmarket,consumersrequirethattherunningcor

3、porationsshouldprovidegoodproductstomeettheirdailyneedswithhigherquality.Inordertoestablishabrandimageasapowerfulweapon,itisnecessaryfortherunningcorporationstoactivelycarryoutthemarketingpoliciesandimprovethesatisfactionofthecustomers.Facedwiththefiercelycompetitiveenvironment,ShanxiTelecomhasgaine

4、dsomeachievementsbypromotingteamspiritofcustomermanager,buildingcustomerinventorymanagementanddifferentiatingmarketingtoimprovethecustomerserviceandtheirmarketinglevel.However,therestillexistsomeproblemsintheserviceduetotheweaktelecommunicationinfrastructure,weakeconomicfoundation,shortageoftalents,

5、etc.Basedonthetheoryofmarketing,thestudyanalyzesthemainpoliciesandmarketinginitiativesofShanxitelecombyintroducingthehistory,thepresentsituationandfutureprospectsoftheenterprise.Thestudyalsoemphasizeshowtofullyusethelimitedresourceandhowtoeffectivelyexpandtheclients.CombiningwiththeSTPtheoryandthe7P

6、marketingtheory,thestudyusesthecustomersegmentationtheorytofindoutasuitablemarketingservicemethodfortheclientsofShanxiTelecom.KeywordsMarketingtheory；Shanxitelecom；Expandclient；Customersegmentation；DifferentiationmarketingII目录摘要········································································

7、··························································IAbstract·····························································································································II第1章引言·