本文關(guān)鍵詞： 精準(zhǔn)營(yíng)銷 數(shù)據(jù)分析 電信業(yè)務(wù)　出處：《華東理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：通訊行業(yè)日益激烈的競(jìng)爭(zhēng),從公眾個(gè)人市場(chǎng)逐漸蔓延到了政企市場(chǎng),運(yùn)營(yíng)商使出渾身解數(shù),通過(guò)差異化產(chǎn)品及服務(wù)來(lái)滿足政企客戶不斷增長(zhǎng)的個(gè)性化需求。這其中,成熟電信市場(chǎng)的中高端樓宇競(jìng)爭(zhēng)尤其激烈。目前樓宇通信服務(wù)采取比較粗放式的客戶經(jīng)理蹲點(diǎn)等候客戶上門營(yíng)銷方式,急需找到一種解決方案來(lái)增強(qiáng)電信在樓宇客戶營(yíng)銷方面的模式。 本文樓宇精準(zhǔn)營(yíng)銷模式的研究正是為解決樓宇粗放式營(yíng)銷所作。樓宇客戶精準(zhǔn)營(yíng)銷模式是面向政企樓宇客戶進(jìn)行商機(jī)管控的一種新穎營(yíng)銷方法,本次研究主要是對(duì)樓宇客戶在一段時(shí)間內(nèi)的電信業(yè)務(wù)使用情況進(jìn)行數(shù)據(jù)挖掘,根據(jù)客戶所屬行業(yè)的業(yè)務(wù)特點(diǎn)、規(guī)模大小等多維度進(jìn)行交叉營(yíng)銷,經(jīng)過(guò)“七步”營(yíng)銷法則,形成樓宇業(yè)務(wù)全息圖,從而快速定位目標(biāo)客戶的目標(biāo)業(yè)務(wù),提前知曉客戶商機(jī),達(dá)到樓宇客戶業(yè)務(wù)精準(zhǔn)把控的目的。 樓宇精準(zhǔn)營(yíng)銷模式的實(shí)踐,不僅實(shí)現(xiàn)電信樓宇業(yè)務(wù)收入的占有率,更是充分實(shí)踐集團(tuán)公司提出的“一去二化新三者”戰(zhàn)略規(guī)劃。該模式的研究是在中電信面臨客戶服務(wù)市場(chǎng)化、差異化的大背景下,對(duì)中國(guó)電信充分挖掘潛力、增強(qiáng)活力,實(shí)現(xiàn)企業(yè)內(nèi)部市場(chǎng)化,在提高企業(yè)市場(chǎng)運(yùn)作效率的同時(shí),提高企業(yè)整體經(jīng)濟(jì)效益做出貢獻(xiàn)。
[Abstract]:Increasingly fierce competition in the communications industry, from the public personal market gradually spread to the government and enterprise markets, operators to do everything possible. Through the differentiation of products and services to meet the growing needs of government and enterprise customers. Mature telecommunications market in the high-end building competition is particularly fierce. At present, the building communication services take a more extensive type of account managers to wait for customers home marketing. An urgent need to find a solution to enhance telecommunications in building customer marketing model. In this paper, the research of building precision marketing model is to solve the problem of building extensive marketing. Building customer precision marketing model is a novel marketing method to manage and control the business opportunities of government and enterprise building customers. This research mainly carries on the data mining to the building customer's telecommunication service usage situation in a period of time, carries on the cross-marketing according to the customer's industry characteristic, the scale and so on multi-dimensional. Through the "seven steps" marketing principle, the building business hologram is formed, which can quickly locate the target business of the target customer, know the customer business opportunity in advance, and achieve the purpose of accurate control of the building customer business. The practice of building precision marketing model not only realizes the share of telecom building business income. The research of this model is to tap the potential of China Telecom under the background of customer service marketization and differentiation. Strengthen the vitality, realize the internal marketization of the enterprise, improve the efficiency of the market operation of the enterprise, at the same time, improve the whole economic benefit of the enterprise to make the contribution.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F626

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