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论文编号：	3992
作者编号：	2220070788
上传时间：	2012/3/9 16:32:28
中文题目：	北京电信宽带业务营销策略研究
英文题目：	Beijing Telecom Broadband Business Marketing Strategy Research
指导老师：	张玉利
中文关键字：	北京电信；宽带业务；营销策略
英文关键字：	SWOT; Beijing Telecom; broadband services; marketing strategy
中文摘要：	宽带业务市场将是我国电信运营商争夺最为激烈的市场之一。论文选取了北京电信宽带业务营销策略作为研究对象，京电信公司宽带业务接入设备先进，进入的资源也十分丰富。但种种优势的背后也面临着许多的问题，成为影响北京电信分公司的声誉和争取更多客户的瓶颈。论文正是在这内外部环境下而出的研究课题，能给北京电信宽带业务营销工作一定的借鉴意义。首先，论文进行了北京电信宽带业务营销环境分析，首先从政治、经济、社会、技术四个方面对宏观环境进行了分析，接着从不同种类客户需求四个方面对整个需求环境进行了分析。最后运用五力模型从潜在进入者威胁、供应商讨价还价能力、替代品威胁、现有竞争者五个角度对竞争环境进行了分析。在此基础上探讨了北京电信宽带业务的经营现状，总结了北京电信宽带业务营销存在的不足表现在客户群有待进一步细化；缺乏精确的产品策略；价格竞争后患无穷；社会渠道反控制运营商等几个方面。其次，论文探讨了北京电信宽带业务营销策略的制定。首先必须对客户进行有效的细分，实现有效的差异化的营销策略。北京电信宽带业务营销策略的制定首先明确了营销策略的原则和目标，宽带业务营销策略包括了产品策略；价格策略；渠道策略；促销策略等方面。最后，论文提出了北京电信宽带业务营销策略实施保障措施。北京电信宽带业务营销策略实施的保障措施包括：创新营销组织和架构；建立合理的营销体系流程；建立一支素质过硬的营销队伍；建立比较完善的销售绩效考核机制；搭建营销体系的IT支撑；建立富有特色的企业文化等方面。论文对北京电信宽带业务的宏观环境、需要环境、竞争环境等分析的基础上，力求制定出切实可行的北京电信宽带业务营销策略，帮助北京电信决策层确立正确的宽带业务营销策略指导思想，为北京电信宽带业务制定具体的相关制度提出初步方案，能给北京电信宽带业务营销工作一定的借鉴意义。
英文摘要：	Broadband market will be competition for telecom operators the most intense markets. Papers selected for Beijing Telecom broadband business marketing strategy as a research object, Beijing Telecom's broadband service access equipment, advanced into the resources are very rich. But behind all the advantages but also faced with many problems, with an impact on the reputation of Beijing Telecom office and attract more customers bottleneck. In this paper it is out of the internal and external environment, research, give Beijing Telecom broadband services marketing some reference. First, the paper carried a Beijing Telecom broadband services marketing environment analysis, starting with the political, economic, social, technological four aspects of the macro-environment is analyzed, then the scale from Internet users, Internet users attributes, four different types of customer needs for the entire demand environment is analyzed. Finally, the use of five-force model threat from potential entrants, the bargaining power of suppliers, threat of substitutes, the existing competitive environment point of view of five competitors were analyzed. On this basis, the Beijing Telecom broadband services of the business situation, summed up the Beijing Telecom broadband services marketing shortcomings reflected in the customer base to be further refined; lack of accurate product strategy; price competition no end of trouble; anti-social channels control operators and other aspects. Secondly, the paper examines the Beijing Telecom broadband services marketing strategy formulation. First, the need for effective customer segmentation, differentiation of effective marketing strategies. Beijing Telecom to develop broadband services marketing strategy first defined the principles and objectives of marketing strategy, marketing strategy, including business broadband product strategy; pricing strategies; channel strategy; marketing strategies and so on. Finally, the paper presents the Beijing Telecom broadband business marketing strategy to implement safeguards. Beijing Telecom's broadband business marketing strategy to implement security measures include: innovative marketing organization and structure; a reasonable marketing system processes; to establish a perfect quality of the marketing team; establish a more complete sales performance appraisal system; marketing system to build the IT support; establish a distinctive corporate culture. Thesis of Beijing Telecom's broadband business macro-environment, needs of the environment, competitive environment, based on the analysis, and strive to develop practical Beijing Telecom broadband services marketing strategies to help decision-makers to establish Beijing Telecom's broadband business marketing strategy correct guiding ideology for the Beijing Telecom broadband services related to the development of specific system by the initial program, give Beijing Telecom broadband services marketing some reference.
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