本文關(guān)鍵詞：基于4Rs理論的邵陽(yáng)移動(dòng)集團(tuán)客戶(hù)營(yíng)銷(xiāo)策略?xún)?yōu)化研究　出處：《湘潭大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：深化電信業(yè)的改革成為必然。中國(guó)工業(yè)和信息化部、國(guó)家發(fā)改委和財(cái)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(kāi)，中國(guó)移動(dòng)、中國(guó)聯(lián)通和中國(guó)電信“三分天下”的格局已經(jīng)確立。集團(tuán)客戶(hù)不但具有高增長(zhǎng)和高回報(bào)的特點(diǎn)，而且是電信企業(yè)營(yíng)業(yè)收入和穩(wěn)定收益的重要來(lái)源，三大電信運(yùn)營(yíng)商的必爭(zhēng)之地非集團(tuán)客戶(hù)市場(chǎng)莫屬。邵陽(yáng)移動(dòng)存在集團(tuán)客戶(hù)市場(chǎng)的營(yíng)銷(xiāo)策略制定不夠明確等問(wèn)題，致使邵陽(yáng)移動(dòng)近三年的每用戶(hù)平均收入、集團(tuán)單位成本收益率等指標(biāo)等呈逐年下降趨勢(shì)。面對(duì)嚴(yán)峻的競(jìng)爭(zhēng)形勢(shì)，邵陽(yáng)移動(dòng)如何在集團(tuán)客戶(hù)市場(chǎng)上實(shí)施有效的營(yíng)銷(xiāo)策略爭(zhēng)奪更多的集團(tuán)客戶(hù)，對(duì)邵陽(yáng)移動(dòng)未來(lái)的可持續(xù)發(fā)展具有重要的理論和實(shí)踐意義。 本文重點(diǎn)對(duì)邵陽(yáng)移動(dòng)集團(tuán)客戶(hù)營(yíng)銷(xiāo)策略?xún)?yōu)化問(wèn)題進(jìn)行研究，以期能夠?yàn)樯坳?yáng)移動(dòng)集團(tuán)客戶(hù)營(yíng)銷(xiāo)策略的優(yōu)化提供合理的參考。本文主要研究?jī)?nèi)容如下： 首先，本文對(duì)集團(tuán)客戶(hù)營(yíng)銷(xiāo)策略方面的文獻(xiàn)進(jìn)行系統(tǒng)的歸納和分析，并對(duì)營(yíng)銷(xiāo)策略理論的演變過(guò)程進(jìn)行詳細(xì)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(bào)層面為基礎(chǔ)的基于4Rs理論的營(yíng)銷(xiāo)策略分析框架，為全文提供了堅(jiān)實(shí)的理論基礎(chǔ)。 然后，本文主要對(duì)邵陽(yáng)移動(dòng)的集團(tuán)客戶(hù)營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行分析。通過(guò)波特的五力模型對(duì)邵陽(yáng)移動(dòng)集團(tuán)客戶(hù)營(yíng)銷(xiāo)所處的行業(yè)競(jìng)爭(zhēng)情況進(jìn)行分析，并在此基礎(chǔ)上運(yùn)用SWOT分析方法對(duì)邵陽(yáng)移動(dòng)集團(tuán)客戶(hù)營(yíng)銷(xiāo)所擁有的優(yōu)勢(shì)和劣勢(shì)，面臨的機(jī)會(huì)和威脅進(jìn)行了系統(tǒng)的歸納和總結(jié)。在此基礎(chǔ)之上，對(duì)邵陽(yáng)移動(dòng)目前的集團(tuán)客戶(hù)業(yè)務(wù)營(yíng)銷(xiāo)策略從顧客、費(fèi)用和溝通三個(gè)方面進(jìn)行概括，并提出邵陽(yáng)移動(dòng)集團(tuán)客戶(hù)業(yè)務(wù)可能存在的五方面營(yíng)銷(xiāo)策略問(wèn)題。 最后，，本文基于4Rs理論對(duì)邵陽(yáng)移動(dòng)集團(tuán)客戶(hù)的營(yíng)銷(xiāo)策略進(jìn)行優(yōu)化。結(jié)合邵陽(yáng)移動(dòng)公司實(shí)際，制定邵陽(yáng)移動(dòng)集團(tuán)客戶(hù)營(yíng)銷(xiāo)策略?xún)?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(dòng)層面和回報(bào)層等四個(gè)方面對(duì)邵陽(yáng)移動(dòng)集團(tuán)客戶(hù)的營(yíng)銷(xiāo)策略進(jìn)行系統(tǒng)的優(yōu)化。邵陽(yáng)移動(dòng)集團(tuán)客戶(hù)營(yíng)銷(xiāo)策略需從集團(tuán)客戶(hù)經(jīng)理的績(jī)效考核和評(píng)價(jià)、人力資源體系、業(yè)務(wù)品牌提升、網(wǎng)絡(luò)支撐和服務(wù)質(zhì)量等五個(gè)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(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F626

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