本文選題：南安電信　切入點(diǎn)：企業(yè)客戶　出處：《華僑大學(xué)》2017年碩士論文

【摘要】：企業(yè)客戶可以為通信運(yùn)營(yíng)商帶來穩(wěn)定且較高的收入,其重要性不言而喻。想要快速拓展4G業(yè)務(wù),企業(yè)客戶無疑成為所有運(yùn)營(yíng)商最應(yīng)該聚焦的群體。企業(yè)客戶的4G業(yè)務(wù)拓展要點(diǎn)是快速、正確地響應(yīng)和滿足其需求,提供基于4G網(wǎng)絡(luò)并將各類信息化產(chǎn)品集合在移動(dòng)終端上的綜合服務(wù)方案,實(shí)現(xiàn)業(yè)務(wù)融合捆綁增強(qiáng)客戶粘性,成為拓展企業(yè)客戶的利器。本文簡(jiǎn)要介紹了國(guó)內(nèi)4G業(yè)務(wù)發(fā)展情況和南安電信公司企業(yè)客戶的4G業(yè)務(wù)發(fā)展情況,采用PEST法、五力模型、SWOT法等分析工具對(duì)南安電信所處的宏觀環(huán)境和行業(yè)環(huán)境、擁有的優(yōu)勢(shì)和機(jī)會(huì)、面臨的劣勢(shì)和威脅進(jìn)行分析總結(jié),同時(shí)在對(duì)企業(yè)客戶進(jìn)行行業(yè)特征和需求分析的基礎(chǔ)上,深入實(shí)地調(diào)查,并結(jié)合4P理論提出了六個(gè)針對(duì)企業(yè)客戶的4G業(yè)務(wù)營(yíng)銷策略。本文通過研究南安電信對(duì)企業(yè)客戶的4G業(yè)務(wù)營(yíng)銷策略,總結(jié)出南安電信應(yīng)按行業(yè)深挖企業(yè)客戶信息化需求,結(jié)合重點(diǎn)信息化產(chǎn)品推廣4G業(yè)務(wù),同時(shí)加強(qiáng)社會(huì)渠道的管理,提升客戶經(jīng)理能力,實(shí)現(xiàn)商機(jī)閉環(huán)管理,充分利用全業(yè)務(wù)的優(yōu)勢(shì)實(shí)現(xiàn)差異化營(yíng)銷,提高客戶的服務(wù)感知度,才能快速、有效地拓展企業(yè)客戶的4G市場(chǎng)。該研究將有助于理清南安電信企業(yè)客戶市場(chǎng)的4G業(yè)務(wù)營(yíng)銷策略和相應(yīng)的措施實(shí)施保障,為南安電信、其他分公司和同行企業(yè)在企業(yè)客戶市場(chǎng)的4G業(yè)務(wù)發(fā)展提供了一定的指導(dǎo)和參考。
[Abstract]:The importance that corporate customers can bring stable and high revenues to telecommunications operators is self-evident. Enterprise customers are undoubtedly the most focused groups of all operators. The key to 4G business expansion for enterprise customers is to respond to and meet their needs quickly and correctly. Providing a comprehensive service scheme based on 4G network and aggregating all kinds of information products on mobile terminal to realize business integration and enhance customer stickiness. This paper briefly introduces the development of 4G service in China and the development of 4G service in Nanan Telecom Company, and adopts PEST method. This paper analyzes and summarizes the macro environment and industry environment of Nanan Telecom, the advantages and opportunities, the disadvantages and threats faced by Nanan Telecom, and analyzes the industry characteristics and needs of enterprise customers. This paper studies the 4G business marketing strategy of Nanan Telecom to the enterprise customers, and puts forward six 4G business marketing strategies for enterprise customers based on 4P theory. It is concluded that Nanan Telecom should dig deeply into the needs of customers' informatization according to the industry, combine with key information products to promote 4G business, at the same time, strengthen the management of social channels, enhance the ability of account managers, and realize the closed-loop management of business opportunities. Make full use of the advantages of the whole business to achieve differentiated marketing, improve customer service awareness, in order to quickly, Effectively expand the 4G market of enterprise customers. This research will help to clear up the 4G business marketing strategy of Nanan telecom customer market and the corresponding measures to implement the protection for Nanan Telecom. Other branches and peers in the enterprise customer market 4G business development provides some guidance and reference.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F626;F274

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