联系我们

论文查询结果	返回搜索

论文编号：	1954
作者编号：	2002021
上传时间：	2010/5/18 15:43:33
中文题目：	天津网通顾客价值和客户关系研究
英文题目：	Customer value, customer relationship, relationship marketing, customer relationship marketing, Tianjin Netcom.
指导老师：	张永强
中文关键字：	顾客价值 客户关系 关系营销 客户关系营销 天津网通
英文关键字：	Customer value, customer relationship, relationship marketing, customer relationship marketing, Tianjin Netcom.
中文摘要：	目前，我国电信业市场已经成为国内竞争最激烈的行业之一，探讨电信企业在新环境下的营销策略，不仅具有一定的理论意义，更具有十分重要的实践价值。 对天津网通来说，要继续保持天津地区的行业领先地位，就必须培养核心竞争力、更新企业经营理念、创新企业经营模式，这些（而不是价格战）才是根本的解决之道。为此，天津网通应该从争夺“市场份额”转变为争夺“客户份额”，从关注“客户收入”转变为关注“顾客价值”。 本文采用实证的研究方法，以顾客价值理论和客户关系营销理论为研究前提，以天津网通为案例，引入了PCCW（香港电讯盈科）作为研究标杆，从理论与实际相结合的角度，为天津网通的营销工作提出具有实用性的对策建议。 本文的创新点在于，通过相关理论的分析，结合天津网通目前竞争的特点，并对其市场竞争最为激烈的客户群——商务客户进行分析，提出天津网通要想跳出价格战这一恶性竞争怪圈，提高盈利水平，就必须实行客户关系营销策略，即以提高客户的让渡价值和感知价值为目标，从售前、售中、售后三个环节分别提高客户的购买总价值，降低客户的购买总成本，论文还提出了为最终实现顾客价值的最大化，天津网通应采取的系列客户关系营销策略。 全文共由四章组成： 第一章对顾客价值相关理论进行了阐述，引入了顾客价值的概念和内涵，对顾客价值按不同标准进行了分类，提出了顾客价值中最重要的两个概念，即顾客让渡价值和感知价值。 第二章对论述了实施客户关系营销与提升顾客价值的关系，提出了开展客户关系营销的具体策略。 第三章主要是分析了天津网通商务客户营销环境、商务客户市场现状以及天津网通市场营销中存在的问题等。 第四章在前三章的基础上提出了天津网通实施客户关系营销所必须的客观条件和商务客户关系营销的具体策略。
英文摘要：	Currently, the telecom market has become one of the most competitive markets in China. Therefore, it is very necessary for telecom enterprises to explore new marketing strategies under the new market environment, which is not only very important in theoretical study but also has significant value in practice. In order to keep a leading position in Tianjin telecom market, it is essential for Tianjin Netcom to cultivate its core competitive edge, renew management concepts and refine current operation model. Those kinds of acts and solutions, instead of price war, are the fundamental keys to help Tianjin Netcom to develop its business. Tianjin Netcom should switch from scrambling for “market shares” to competing for “customer shares” and change from paying attention to “customer revenues” to caring for “customer values”. Based on the theory of customer value and customer relationship marketing and taking Tianjin Netcom as the study case and PCCW as the study model, this paper combines theoretical knowledge with practical experiences and proposes practical suggestions and solutions to Tianjin Netcom marketing activities. Taking into consideration of the current competition features of Tianjin telecom market and utilizing relevant theoretical tools, the paper analyzes the characters of business customers – one of the most competitive customer bases of Tianjin Netcom. Based on its solid analysis, it proposes that in order to increase profit and jump out of the circle of cutthroat competition in price, Tianjin telecom has to implement customer relationship marketing strategy, namely, to enhance the total customer purchase value on the stages of pre-sale, sale, and after-sale and reduce the total customer purchase costs, with the ultimate goal to increase customer delivered value and perceived value. In addition, the paper also makes suggestions on the customer relationship marketing strategy that can be employed by Tianjin Netcom to optimize customer value. The paper consists of four chapters: The first chapter elaborates the relevant customer value theories, introduces the concepts and implications of customer value, classifies customer values based on different criteria and brings in two important concepts: customer delivered value and perceived value. The second chapter states the connection between customer relationship marketing implementation and customer value enhancement and proposes detailed strategies for customer relationship marketing. The third chapter analyzes the marketing environment, market situation and existing problems that Tianjin Netcom is facing in exploring business customer market. Based on the analyses and conclusions of the first three chapters, the fourth chapter points out the objective conditions that Tianjin Netcom needs to implement customer relationship marketing and detailed strategies for business customer relationship marketing.
查看全文：	预览  下载(下载需要进行登录)