【摘要】：江西DX是江西省最大的固定網(wǎng)絡(luò)運(yùn)營(yíng)商、第二大移動(dòng)通信運(yùn)營(yíng)商。按用戶屬性可將江西DX政企客戶市場(chǎng)分為行業(yè)客戶市場(chǎng)和中小企業(yè)市場(chǎng)。政企客戶市場(chǎng)經(jīng)過(guò)幾年的高速增長(zhǎng),政企客戶市場(chǎng)規(guī)模在運(yùn)營(yíng)商中最大,市場(chǎng)占有率也是最高的,但增長(zhǎng)速度放緩。中小企業(yè)市場(chǎng),由于單體價(jià)值不是特別高,市場(chǎng)群體特別廣泛,現(xiàn)有營(yíng)銷(xiāo)渠道難以全部覆蓋。因此,此部分市場(chǎng)在江西DX內(nèi)部的重視程度相對(duì)較弱,競(jìng)爭(zhēng)對(duì)手對(duì)此部分市場(chǎng)的關(guān)注度也不高。從國(guó)家宏觀環(huán)境來(lái)看,國(guó)家提出“互聯(lián)網(wǎng)+”戰(zhàn)略和大眾創(chuàng)業(yè)萬(wàn)眾創(chuàng)新,為中小企業(yè)發(fā)展創(chuàng)造良好的市場(chǎng)環(huán)境和政策環(huán)境。對(duì)江西DX而言,中小企業(yè)市場(chǎng)蘊(yùn)藏著巨大的市場(chǎng)機(jī)會(huì)。本文通過(guò)對(duì)江西DX中小企業(yè)市場(chǎng)營(yíng)銷(xiāo)策略進(jìn)行分析,發(fā)現(xiàn)存在的問(wèn)題,并提出優(yōu)化改進(jìn)意。作者提出,江西DX要抓住中小企業(yè)市場(chǎng)機(jī)會(huì),實(shí)現(xiàn)自身收入和份額雙提升,必須從營(yíng)銷(xiāo)渠道和產(chǎn)品體系兩方面對(duì)中小企業(yè)市場(chǎng)營(yíng)銷(xiāo)策略進(jìn)行優(yōu)化:在營(yíng)銷(xiāo)渠道方面,必須建立一套立體化的專(zhuān)業(yè)渠道體系,代理渠道、實(shí)體渠道、網(wǎng)絡(luò)渠道三者有機(jī)組合,擴(kuò)大銷(xiāo)售半徑,深度覆蓋中小企業(yè)市場(chǎng),挖掘中小企業(yè)市場(chǎng)潛力。在產(chǎn)品體系方面,江西DX將緊緊圍繞中國(guó)電信轉(zhuǎn)型3.0要求,提供智能平臺(tái)、智能管道和智能應(yīng)用服務(wù),打造中小企業(yè)市場(chǎng)的差異化優(yōu)勢(shì)。
[Abstract]:Jiangxi DX is the largest fixed network operator and the second largest mobile communication operator in Jiangxi Province. According to the user attribute, Jiangxi DX government and enterprise customer market can be divided into industry customer market and small and medium-sized enterprise market. After several years of rapid growth, the government and enterprise customer market is the largest among operators, the market share is also the highest, but the growth rate is slowing. Small and medium-sized enterprise market, because the single value is not particularly high, the market group is particularly extensive, the existing marketing channel is difficult to cover all. Therefore, the attention of this part of the market in Jiangxi DX is relatively weak, and the competitors pay little attention to this part of the market. From the point of view of the national macro environment, the state puts forward the "Internet" strategy and mass entrepreneurship innovation, so as to create a good market environment and policy environment for the development of small and medium-sized enterprises. For Jiangxi DX, the market of small and medium-sized enterprises contains huge market opportunities. Based on the analysis of the marketing strategy of DX small and medium-sized enterprises in Jiangxi Province, this paper finds out the existing problems and puts forward the idea of optimization and improvement. The author points out that in order to seize the market opportunity of small and medium-sized enterprises and realize the double promotion of their own income and share, Jiangxi DX must optimize the marketing strategy of small and medium-sized enterprises from two aspects of marketing channels and product system: in the aspect of marketing channels, It is necessary to establish a set of three-dimensional professional channel system, agency channel, entity channel and network channel, expand the sales radius, deeply cover the market of small and medium-sized enterprises, and tap the market potential of small and medium-sized enterprises. In terms of product system, Jiangxi DX will closely focus on the requirements of China Telecom Transformation 3.0, provide intelligent platform, intelligent pipeline and intelligent application services, and build the differentiation advantage of small and medium-sized enterprise market.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274

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