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论文编号：	2278
作者编号：	2120072275
上传时间：	2010/6/7 16:49:30
中文题目：	天津移动公司集团客户精细化营销管理研究
英文题目：	China Mobile Group Tianjin Company Group Customer Fine Marketing Management Research
指导老师：	韩德昌
中文关键字：	天津移动公司 集团客户 精细化营销 顾客满意
英文关键字：	China Mobile Group Tianjin Company Group Customer Fine Marketing Customer Satisfaction
中文摘要：	通信行业是目前我国整体行业发展中最快、盈利能力最强，市场竞争也最激烈的行业。“十一五”规划带来的技术知识与规模改革，对移动通信行业的市场竞争格局产生了深远的影响。中国移动通信集团公司作为我国目前最大的移动通信运营商，近年来发展的成绩骄人，但在严峻的市场竞争形势下，为了保持在行业中的领先地位，依然面临新的研究课题。 集团客户是运营商最宝贵的客户资源，已经成为各大电信运营商争夺的焦点，目前各大运营商都在不遗余力地进行着集团客户市场的争夺，面对市场压力，运营商必须摆脱以往的市场策略，避免竞争趋同化和服务同质化，在营销理念和营销模式上寻找突破点。 集团客户在规模、行业、所有制、地域等各个维度上表现出巨大的差异性, 其需求的深入程度也各不相同。以往粗放式的服务将远远不能适应未来新的竞争，营销战略、营销策略、以及营销思路都必须相应调整，这就意味着必须建立一种多层次、多覆盖面、不同工作重点的营销体系。如此，才能形成市场开发的整体合力, 锻造市场的竞争优势。 本文以精细化营销理论作为新时期集团客户营销的总体理念，建立了集团客户精细化营销的新模式。通过这种新模式的建立，实现对集团客户市场营销的精细化操作，实现对集团客户市场与客户需求的快速反应，对集团客户价值准确识别与细分，以客户价值为基础的客户关系营销，最终实现运营商与集团客户的关联，从而达到一种稳定、和谐、共赢的状态，实现运营商和集团客户价值的最大化。
英文摘要：	Telecommunication is the industry that develops fastest, most profitable and market competition most fierce in the whole industry at present. The "Eleventh Five-Year Plan" brings technical knowledge and the scale of reform, which had a profound impact to the market competition of mobile communication industry. China Mobile Communications Corporation is the largest mobile communications operator in China, and develops successfully in recent years; however, in the situation of tough marketing competition, it has to face new study issue in order to keep the leading position in the industry. Group customers are the most valuable client resource of operators, and have become the focus of telecommunication operators, in current, all operators are sparing no effort to carry out the group customer market competition. To face the pressure from market, operators must get rid of the market strategy, avoid competition homogenization and service homogenization, but find a breakthrough point in marketing concept and marketing models. Group's customers in terms of size, industry, ownership, geographic latitude shown by various huge differences, the depth of their needs are also varied. Extensive service in the past will far away from adapting the new competition in the future. Marketing strategy and marketing ideas both have to be adjusted accordingly. That means a multi-level, multi-coverage and different working points marketing system must be built. In this way, the whole power of marketing development could be formed, and market competitive advantage can be forged. This paper considers fine marketing method as the whole concept of new period of group customer marketing, and established a new model of group customer marketing. Though this, we can realize the refinement marketing of group customer, rapid respond to group customer market and customer demand, accurately distinguish and segment towards group customer value, relationship marketing on the ground of customer value, and the association between operations and group customers. So as to achieve a stable, harmonious, win-win state, realize the value maximization among operators and group customers.
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