本文關(guān)鍵詞：基于4Rs理論的邵陽移動集團客戶營銷策略優(yōu)化研究　出處：《湘潭大學》2013年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 邵陽移動 營銷策略 集團客戶 4Rs理論

【摘要】：深化電信業(yè)的改革成為必然。中國工業(yè)和信息化部、國家發(fā)改委和財政部于2008年5月聯(lián)合發(fā)布《關(guān)于深化電信體制改革的通告》，新的一輪改革帷幕正式拉開，中國移動、中國聯(lián)通和中國電信“三分天下”的格局已經(jīng)確立。集團客戶不但具有高增長和高回報的特點，而且是電信企業(yè)營業(yè)收入和穩(wěn)定收益的重要來源，三大電信運營商的必爭之地非集團客戶市場莫屬。邵陽移動存在集團客戶市場的營銷策略制定不夠明確等問題，致使邵陽移動近三年的每用戶平均收入、集團單位成本收益率等指標等呈逐年下降趨勢。面對嚴峻的競爭形勢，邵陽移動如何在集團客戶市場上實施有效的營銷策略爭奪更多的集團客戶，對邵陽移動未來的可持續(xù)發(fā)展具有重要的理論和實踐意義。 本文重點對邵陽移動集團客戶營銷策略優(yōu)化問題進行研究，以期能夠為邵陽移動集團客戶營銷策略的優(yōu)化提供合理的參考。本文主要研究內(nèi)容如下： 首先，本文對集團客戶營銷策略方面的文獻進行系統(tǒng)的歸納和分析，并對營銷策略理論的演變過程進行詳細的闡述。本文建立以關(guān)聯(lián)層面、反映層面、關(guān)系層面和回報層面為基礎的基于4Rs理論的營銷策略分析框架，為全文提供了堅實的理論基礎。 然后，本文主要對邵陽移動的集團客戶營銷現(xiàn)狀進行分析。通過波特的五力模型對邵陽移動集團客戶營銷所處的行業(yè)競爭情況進行分析，并在此基礎上運用SWOT分析方法對邵陽移動集團客戶營銷所擁有的優(yōu)勢和劣勢，面臨的機會和威脅進行了系統(tǒng)的歸納和總結(jié)。在此基礎之上，對邵陽移動目前的集團客戶業(yè)務營銷策略從顧客、費用和溝通三個方面進行概括，并提出邵陽移動集團客戶業(yè)務可能存在的五方面營銷策略問題。 最后，，本文基于4Rs理論對邵陽移動集團客戶的營銷策略進行優(yōu)化。結(jié)合邵陽移動公司實際，制定邵陽移動集團客戶營銷策略優(yōu)化的總體原則和思路，并根據(jù)4Rs理論從關(guān)系層面、反映層面、互動層面和回報層等四個方面對邵陽移動集團客戶的營銷策略進行系統(tǒng)的優(yōu)化。邵陽移動集團客戶營銷策略需從集團客戶經(jīng)理的績效考核和評價、人力資源體系、業(yè)務品牌提升、網(wǎng)絡支撐和服務質(zhì)量等五個方面予以保障。
[Abstract]:The Ministry of Industry and Information Technology, the National Development and Reform Commission and the Ministry of Finance jointly issued the Circular on deepening the Reform of the Telecommunication system on May 2008. A new round of reform curtain officially opened, China Mobile, China Unicom and China Telecom "three-tiered world" pattern has been established. Group customers not only have high growth and high return characteristics. It is also an important source of business income and stable income for telecom enterprises. Shaoyang Mobile has some problems such as not clear marketing strategy of group customer market, resulting in Shaoyang Mobile's average income per user in the last three years. In the face of the severe competition situation, Shaoyang Mobile how to implement effective marketing strategy to compete for more group customers in the group customer market. It has important theoretical and practical significance for the sustainable development of Shaoyang Mobile in the future. This paper focuses on the study of Shaoyang Mobile Group customer marketing strategy optimization, in order to provide a reasonable reference for Shaoyang Mobile Group customer marketing strategy optimization. First of all, this paper systematically summarizes and analyzes the literature on group customer marketing strategy, and expounds the evolution process of marketing strategy theory in detail. The analysis framework of marketing strategy based on 4Rs theory based on relationship level and return level provides a solid theoretical basis for the full text. Then, this paper mainly analyzes the current situation of Shaoyang Mobile Group customer marketing. Through Porter's five-force model, this paper analyzes the industry competition of Shaoyang Mobile Group customer marketing. And on the basis of the use of SWOT analysis method, Shaoyang Mobile Group customer marketing has the strengths and weaknesses, opportunities and threats are systematically summarized and summarized. On this basis. This paper summarizes the current marketing strategy of Shaoyang Mobile Group's customer business from three aspects: customer, cost and communication, and puts forward five possible problems in Shaoyang Mobile Group's customer business marketing strategy. Finally, based on the 4Rs theory, this paper optimizes the customer marketing strategy of Shaoyang Mobile Group. Combined with the reality of Shaoyang Mobile Company, it formulates the general principles and ideas of the customer marketing strategy optimization of Shaoyang Mobile Group. And according to the 4Rs theory, from the relationship level, reflect the level. Shaoyang Mobile Group customer marketing strategy is systematically optimized from four aspects: interaction level and return layer. The customer marketing strategy of Shaoyang Mobile Group needs to be evaluated and evaluated from the group account manager. Human resources system, business brand promotion, network support and service quality to be guaranteed.
【學位授予單位】：湘潭大學
【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：1359881