本文選題：中小聚類客戶 + 中國(guó)電信��； 參考：《電子科技大學(xué)》2013年碩士論文

【摘要】：根據(jù)電信行業(yè)消費(fèi)特點(diǎn)，“中小聚類客戶”是指通信月消費(fèi)在3000元以下的中小企業(yè)客戶，包括在產(chǎn)業(yè)園區(qū)、專業(yè)市場(chǎng)、商務(wù)樓宇等相對(duì)集中區(qū)域的聚類商業(yè)客戶和分散的臨街商鋪用戶。隨著通信行業(yè)全業(yè)務(wù)競(jìng)爭(zhēng)形勢(shì)的日趨激烈，三大通信運(yùn)營(yíng)商的總體渠道體系已基本趨同，但針對(duì)不同客戶群的渠道覆蓋能力和渠道協(xié)同能力仍存在較大差異。特別是針對(duì)用戶數(shù)量龐大、用戶范圍廣泛、用戶價(jià)值相對(duì)不高的中小聚類客戶，用哪種營(yíng)銷渠道方案去覆蓋才能獲得最好的銷售業(yè)績(jī)是目前中國(guó)電信迫切需要去研究和探討的問(wèn)題。 本論文正是針對(duì)上述情況，從電信、移動(dòng)、聯(lián)通三大運(yùn)營(yíng)商針對(duì)中小聚類客戶營(yíng)銷的渠道現(xiàn)狀進(jìn)行分析，找出中國(guó)電信在該細(xì)分客戶群營(yíng)銷中渠道方面存在的問(wèn)題，同時(shí)根據(jù)不同的營(yíng)銷理論方法，對(duì)中國(guó)電信“中小聚類客戶”營(yíng)銷渠道規(guī)劃與管理作了創(chuàng)新性和探索性研究。主要內(nèi)容為： 首先，論文研究了電信、移動(dòng)、聯(lián)通三大通信運(yùn)營(yíng)商在中小聚類客戶群中的市場(chǎng)占有率情況和渠道現(xiàn)狀，進(jìn)行了具體的優(yōu)勢(shì)劣勢(shì)對(duì)比分析，，提出了中國(guó)電信在該客戶群營(yíng)銷中渠道規(guī)劃和渠道管理方面的存在問(wèn)題。 接著，詳細(xì)分析了中小聚類客戶對(duì)電信業(yè)務(wù)的需求情況和消費(fèi)行為特征，根據(jù)電信的產(chǎn)品供給情況進(jìn)行了供需對(duì)比分析。 然后，結(jié)合4P經(jīng)典營(yíng)銷理論分析了電信中小聚類客戶營(yíng)銷渠道的薄弱和重要性，運(yùn)用4C和4R等營(yíng)銷理論對(duì)中小聚類客戶營(yíng)銷渠道的存在問(wèn)題進(jìn)行了詳細(xì)研究，提出了這些渠道問(wèn)題的解決必須從消費(fèi)者導(dǎo)向的成本、便利和溝通的角度考慮，從企業(yè)方、渠道方、客戶方之間建立良好的關(guān)聯(lián)關(guān)系和利益共同體的思路考慮。 最后，根據(jù)上述分析研究提出了中國(guó)電信中小聚類客戶營(yíng)銷在各種渠道類型的規(guī)劃方案和渠道協(xié)同、渠道考核與激勵(lì)、渠道能力提升、渠道競(jìng)爭(zhēng)等方面的管理策略。
[Abstract]:According to the consumption characteristics of the telecommunications industry, "small and medium-sized cluster customers" refer to small and medium-sized enterprises that spend less than 3000 yuan per month on communications, including in industrial parks and specialized markets. Commercial buildings and other relatively concentrated areas of clustering business customers and scattered street-facing shop users. With the increasingly fierce competition of the whole business in the communication industry, the overall channel system of the three major communication operators has basically converged, but the channel coverage ability and channel coordination ability of different customer groups still have great differences. Especially for the small and medium-sized clustering customers with large number of users, wide range of users and relatively low user value, Which marketing channel scheme to cover to obtain the best sales performance is the urgent need for China Telecom to study and explore the problem. This paper aims at the above situation, from the telecom, mobile, Unicom three major operators for small and medium-sized clustering customer marketing channel status analysis, to find out that China Telecom in the marketing of the subdivision customer group channel problems, At the same time, according to different marketing theories and methods, this paper makes an innovative and exploratory study on the marketing channel planning and management of China Telecom's "small and medium Cluster customers". The main contents are as follows: firstly, the paper studies the market share and channel status of telecom, mobile and Unicom in the middle and small cluster customer groups, and makes a comparative analysis of the specific advantages and disadvantages. The problems of channel planning and channel management in the marketing of China Telecom are put forward. Then, the paper analyzes the demand and consumption behavior of small and medium clustering customers, and analyzes the supply and demand according to the supply of telecom products. Then, combined with the 4P classical marketing theory, this paper analyzes the weakness and importance of the marketing channel of telecom small and medium clustering customers, and makes a detailed study on the existing problems of the small and medium-sized cluster customers' marketing channels by using the 4C and 4R marketing theories. It is proposed that the solution of these channel problems should be considered from the perspective of consumer-oriented cost, convenience and communication, and the idea of establishing a good relationship and a community of interests among enterprises, channels and clients. Finally, according to the above analysis and research, the paper puts forward the management strategies of China Telecom small and medium clustering customer marketing in various channel planning schemes and channel coordination, channel assessment and incentive, channel ability enhancement, channel competition, and so on.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F626

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