本文關鍵詞： 全業(yè)務 營銷成本 管控　出處：《北京郵電大學》2013年碩士論文　論文類型：學位論文

【摘要】：2009年,工業(yè)與信息化部分別為三家運營商頒發(fā)3G牌照,中國大陸電信運營市場正式拉開了全業(yè)務經營時代。自此,電信運營商經營范圍完全同質化,市場競爭愈加激烈。A市聯通公司(以下簡稱A公司)通過一系列市場經營活動,獲得了移動客戶市場份額和整體收入的提升,但是公司效益類指標卻并無改善,甚至出現一定程度下滑。如何在全業(yè)務時代通過營銷成本的合理規(guī)劃和管控,扭轉投入拉動型增長局面,實現公司集約型、內涵式增長,提升企業(yè)運營效益與綜合競爭力,是擺在運營商面前亟待解決的問題。 本文通過對營銷成本管理理論及全業(yè)務經營時代獨特市場環(huán)境和A公司經營狀況的研究,指出企業(yè)營銷成本管理現狀中存在的問題與不足,提出針對性的營銷成本管控改進方案,并將其在A公司進行應用和實證研究,從而總結出全業(yè)務經營時代運營商科學、有效、可行的營銷成本管控實施方案。
[Abstract]:In 2009, the Ministry of Industry and Information Technology issued 3G licenses to three operators respectively, and the telecom operation market in mainland China officially opened the era of full-service operation. Since then, the scope of operation of telecom operators has completely homogenized. The market competition is becoming more intense. A City Unicom Company (hereinafter referred to as "A Company") through a series of market operations, obtained mobile customer market share and overall income, but the company benefit category indicators have not improved, In the whole business era, how to reverse the situation of investment pull growth, realize the intensive and implicit growth, enhance the operation benefit and comprehensive competitiveness of the enterprise through the reasonable planning and control of marketing cost, Is put in front of the operators to solve the problem. Based on the study of marketing cost management theory, the unique market environment of the whole business management era and the management situation of company A, this paper points out the problems and shortcomings in the current situation of marketing cost management in enterprises. This paper puts forward the improvement scheme of marketing cost control, and carries on the application and the demonstration research in A company, thus sums up the scientific, effective and feasible marketing cost control implementation plan in the whole business management era.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F626

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本文編號：1513305