本文選題：江蘇電信 + 中小企業(yè)及聚類客戶��； 參考：《南京郵電大學(xué)》2017年碩士論文

【摘要】：隨著3G牌照的發(fā)放,市場格局由6家運營商變?yōu)?家,各家運營商進入全業(yè)務(wù)運營時代,提供產(chǎn)品的趨同化也使得競爭進一步激烈。目標(biāo)市場細(xì)分化、精確化營銷成為提升市場份額,擴大客戶群的重要手段�！爸行∑髽I(yè)及聚類客戶”市場(簡稱中小聚類市場或商客市場)空間大、客戶群龐大、總體消費值高,是三家運營商重點爭搶的焦點。如何運用已有資源搶占市場先機,有效的針對目標(biāo)客戶痛點設(shè)計產(chǎn)品、制定營銷方案、組織營銷活動,提升該市場收入。如何提升渠道能力,擴展渠道覆蓋面,提升市場營銷能力和客戶服務(wù)能力,擴大客戶群。這些問題成為各家運營商在拓展中小聚類市場中關(guān)注的重點[1]。本文作者在江蘇電信從事營銷策劃工作多年,結(jié)合營銷理論及一線工作經(jīng)驗,從客戶細(xì)分角度出發(fā),分析中小聚類市場客戶特征形態(tài),匹配營銷策略,制定渠道優(yōu)化策略,提出劃小承包概念,從而達(dá)到提升江蘇電信中小聚類市場全業(yè)務(wù)收入的最終目的。本文利用文獻研究法、信息研究法,綜合運用市場細(xì)分、4P、4C、4R等市場營銷理論,對江蘇電信中小聚類市場拓展進行了深入的研究。第一章確定研究目標(biāo)對象,闡述本次論文研究背景、目標(biāo)市場研究意義,并提出研究方法和研究理論。第二章分析本次論文中所將運用的營銷理論,并對其進行分析和比較。并引入了其他省成功案例供參考。第三章對江蘇電信中小聚類市場分別從消費情況和行業(yè)特征兩個維度進一步細(xì)分,為下文匹配營銷策略做準(zhǔn)備。第四章制定中小聚類市場營銷策略,并分時間點設(shè)計出各主題營銷活動。第五章從渠道覆蓋要點、渠道建設(shè)實施要點、渠道能力提升、渠道協(xié)同四個角度說明營銷管理策略。第六章根據(jù)中小聚類市場特征,提出劃小承包經(jīng)營概念,并分析具體實施步驟措施。同時在對外合作方面也制定出探索方案。本論文在市場營銷理論基礎(chǔ)上,結(jié)合作者營銷策劃實際工作,對江蘇電信中小聚類市場拓展改進方案進行了研究,通過優(yōu)化營銷策略及渠道策略提升江蘇電信在此市場的競爭實力。
[Abstract]:With the issuance of 3G license, the market pattern has changed from 6 operators to 3. The operators have entered the era of full-service operation, and the competition has become more fierce because of the convergence of products. Target market differentiation, accurate marketing has become an important means to enhance market share and expand customer base. "small and medium-sized enterprises and cluster customers" market (referred to as small and medium-sized clustering market or business customer market) has a large space, large customer base and high overall consumption value, which is the focus of the three operators. How to use the existing resources to seize the market opportunities, to effectively design products for the pain point of the target customers, to formulate marketing plans, to organize marketing activities, and to enhance the market income. How to enhance channel ability, expand channel coverage, promote marketing ability and customer service ability, expand customer base. These problems have become the focus of attention of operators in the development of small and medium-sized clustering market [1]. The author of this paper engaged in marketing planning in Jiangsu Telecom for many years, combined with marketing theory and front-line work experience, from the perspective of customer segmentation, analyzes the characteristics of customers in small and medium-sized cluster markets, matches marketing strategies, and formulates channel optimization strategies. This paper puts forward the concept of "small contract" so as to achieve the ultimate goal of enhancing the whole business income of Jiangsu Telecom small and medium clustering market. This paper makes use of the literature research method, the information research method, synthetically uses the marketing theory such as the market subdivision 4PX 4C 4R, has carried on the thorough research to the Jiangsu Telecom small and medium clustering market expansion. In the first chapter, the research object is determined, the research background, the significance of target market research, and the research method and theory are presented. The second chapter analyzes the marketing theory which will be used in this paper, and analyzes and compares it. The successful cases of other provinces are introduced for reference. In the third chapter, Jiangsu Telecom small and medium clustering market is further subdivided from two dimensions of consumption and industry characteristics to prepare for the following matching marketing strategy. The fourth chapter formulates the medium and small cluster marketing strategy, and designs each topic marketing activity in time. The fifth chapter explains the marketing management strategy from four angles: the main points of channel coverage, the implementation of channel construction, the improvement of channel ability and channel coordination. The sixth chapter puts forward the concept of small contract management according to the characteristics of middle and small cluster market, and analyzes the concrete implementation measures. At the same time in the foreign cooperation also worked out the exploration plan. Based on the marketing theory and the author's practical work of marketing planning, this paper studies the improvement scheme of Jiangsu Telecom's small and medium cluster market. Through the optimization of marketing strategies and channel strategies to enhance the competitive strength of Jiangsu Telecom in this market.
【學(xué)位授予單位】：南京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F626;F274

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