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论文编号：	2935
作者编号：	2220081054
上传时间：	2011/3/24 15:57:33
中文题目：	北京电信公司大客户关系营销管理研究
英文题目：	Marketing Management Research of
指导老师：	张永强
中文关键字：	关键词： 北京电信、客户关系管理、大客户关系营销
英文关键字：	Key words：Beijing Telecom; Customer relationship management; Customer relationship marketing
中文摘要：	摘 要 随着电信行业的变革、电信运营商的多次重组，我国电信市场竞争越来越激烈，对优质客户的争夺也越来越引起重视。如何在激烈竞争的环境中处于优势竞争地位，如何有效实施大客户关系营销管理、赢得稳定的业务收入及可持续发展，已成为我国各电信运营商关注的重点问题之一。 本文以大客户关系营销理论为指导，以中国电信股份有限公司北京分公司为研究对象，通过对北京电信的发展过程、现状进行分析，梳理出北京电信在大客户识别、大客户营销管理实施等营销主线，在对外部环境和内部环境进行分析之后，明确提出北京电信作为新进入者，面对网络资源的匮乏，以及出于投资回报率的考虑，无法实现对普通大众提供普遍的通信服务，必须提高单位产出率，即把有限的资源投放到最具有价值的客户身上。 本论文共分为七章：第一章是绪论，主要阐述论文的研究背景和研究意义、研究思路和研究框架。第二章回顾了大客户营销理论、客户关系管理理论以及SWOT分析工具，作为全文的理论依据。第三章分析了北京电信所处的竞争环境，并运用SWOT分析工具对北京电信的现状、优势与劣势以及面临的发展机会和威胁进行了分析。第四章研究了北京电信大客户营销管理的现状与问题。第五章具体阐述了北京电信大客户营销管理的重点及实施。第六章从北京电信大客户价值评估、大客户满意度评估两个方面对北京电信的大客户营销管理进行评估，并提出相应对策。第七章是结论，对本文的研究进行归纳和总结。 总的来说，本文是以北京电信这个特定企业作为研究对象，因此其大客户营销管理具有针对性，但其中有些经验是国内电信运营商没有注意到的，因而也具有一定的借鉴意义。
英文摘要：	Abstract With the telecommunications industry transformation, and telecommunication operator's many reorganization, China telecom's market competition become more and more intense, and more and more attention to the high quality customers is paid now. How to get the advantage –over status in the competition market, to effectively implement the major customer relationship marketing management, to win stable business income and sustainable development, has become one of focus problem of concerning of each telecom operators in our country. Based on the large customer relationship marketing theory as the guide, with China telecom Co., LTD Beijing branch as the research object, and through analysing Beijing telecom’s the development process and the present situation, the author works out Beijing telecom in big customer recognition, big customer marketing management implementation. After an analysis of the mainstream, external environment and internal environment, the author clearly put Beijing telecom bureau as new entrants, facing the lack of network resources, and from return on investment of consideration, cannot achieve to the general public provide ubiquitous communications services, must improve the unit output, namely the limited resources dropping into the most valuable client body. This paper is divided into seven chapters: the first chapter is the introduction, the paper mainly expounds the research background and research significance, the research idea and research framework. The second chapter reviews the big customer marketing theory, customer relationship management theory and the SWOT analysis tools, as the theoretical basis of the text. Chapter three analyzes Beijing telecom bureau in the competitive environment, and with SWOT analysis tools for Beijing telecom's current status, advantages and disadvantages and facing the development opportunities and threats are analyzed. The fourth chapter research Beijing telecom big customer marketing management of the current situation and problems. The fifth chapter specifically elaborated the Beijing telecom customer marketing key management and implementation. The sixth chapter from Beijing telecom big customer value evaluation, big customer satisfaction assessment in two aspects of Beijing telecom bureau of big customer marketing management assessment, and put forward corresponding countermeasure. Chapter 7 is the conclusion of this study summarized. Overall, this paper is based on Beijing telecom-this particular enterprise as the research object, so its big customer marketing management have specific aim, but some experience is what domestic telecommunication operators haven't noticed, so it has a certain significance, also.
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