本文選題：電信行業(yè)　切入點(diǎn)：酒店集團(tuán)客戶　出處：《石河子大學(xué)》2017年碩士論文

【摘要】：隨著中國(guó)通信行業(yè)競(jìng)爭(zhēng)越來越激烈,酒店集團(tuán)客戶對(duì)運(yùn)營(yíng)商收入和利潤(rùn)的貢獻(xiàn)逐漸增強(qiáng),如何有效的開拓酒店集團(tuán)客戶市場(chǎng)成為各大運(yùn)營(yíng)商關(guān)注的焦點(diǎn)。另一方面,通訊技術(shù)的進(jìn)步和互聯(lián)網(wǎng)時(shí)代的到來,使得酒店集團(tuán)客戶對(duì)通信產(chǎn)品和信息服務(wù)的質(zhì)量提高了更高的要求,因此,如何及時(shí)地滿足不同酒店集團(tuán)客戶的多樣化需求,如何與酒店集團(tuán)客戶保持良好的合作關(guān)系以及提高酒店集團(tuán)客戶的忠誠(chéng)度,爭(zhēng)取在激烈的電信市場(chǎng)競(jìng)爭(zhēng)中不斷保持競(jìng)爭(zhēng)優(yōu)勢(shì),這些都是石河子市電信公司在酒店集團(tuán)客戶營(yíng)銷過程中正面臨著并亟待解決的重要問題之一。因此,石河子市電信公司非常有必要也亟需制定出科學(xué)的、合理的市場(chǎng)營(yíng)銷策略,這是關(guān)于公司經(jīng)營(yíng)成敗的大問題。正是在上述的背景下,本文以石河子市電信公司為例,在充分理解酒店集團(tuán)客戶特點(diǎn)以及市場(chǎng)營(yíng)銷等相關(guān)理論知識(shí)的基礎(chǔ)上,首先對(duì)石河子市電信公司酒店集團(tuán)客戶的營(yíng)銷策略及其市場(chǎng)營(yíng)銷現(xiàn)狀進(jìn)行深入探討與分析,以找出其營(yíng)銷過程中存在的問題。然后,運(yùn)用SWOT分析法分析石河子市電信公司酒店集團(tuán)客戶營(yíng)銷所處的環(huán)境、優(yōu)劣勢(shì)、機(jī)會(huì)和威脅。最后,運(yùn)用競(jìng)爭(zhēng)優(yōu)勢(shì)定位理論、營(yíng)銷組合理論,并結(jié)合石河子市電信公司的實(shí)際情況,嘗試構(gòu)建正確的酒店集團(tuán)客戶營(yíng)銷策略優(yōu)化方案,主要包括開展針對(duì)細(xì)分市場(chǎng)突破中高端的差異化營(yíng)銷、完善酒店集團(tuán)客戶關(guān)系營(yíng)銷體系、推廣酒店集團(tuán)客戶體驗(yàn)式營(yíng)銷、建立有效的酒店集團(tuán)老客戶保有策略以及構(gòu)建基于提高酒店集團(tuán)客戶感知和忠誠(chéng)度為重點(diǎn)的服務(wù)營(yíng)銷。最后,結(jié)合各地先進(jìn)企業(yè)的管理經(jīng)驗(yàn)和平時(shí)實(shí)際工作情況,提出了確保營(yíng)銷優(yōu)化策略能夠順利實(shí)施的的一些方法與建議,為石河子電信公司酒店集團(tuán)客戶的拓展提供更加合適的營(yíng)銷策略。另外,本文的研究對(duì)于其他企業(yè)的客戶拓展策略也有一定的借鑒作用,有利于該類企業(yè)改進(jìn)自身的客戶營(yíng)銷策略,更好的推動(dòng)客戶拓展工作的順利開展。
[Abstract]:With the increasingly fierce competition in the communications industry in China, the contribution of hotel group customers to the operators' income and profits has gradually increased. How to effectively develop the hotel group customer market has become the focus of attention of the major operators. On the other hand, With the development of communication technology and the advent of the Internet era, the customers of hotel group have raised higher requirements for the quality of communication products and information services. Therefore, how to meet the diversified needs of customers of different hotel groups in a timely manner, How to maintain a good cooperative relationship with hotel group customers and improve the loyalty of hotel group customers, and strive to maintain competitive advantage in the fierce competition in the telecommunications market. These are one of the important problems that Shihezi City Telecom is facing in the process of hotel group customer marketing. Therefore, Shihezi City Telecom Company is very necessary and urgent to formulate scientific and reasonable marketing strategy. This is a big question about the success or failure of the company. It is under the above background that this paper takes Shihezi City Telecom Company as an example, on the basis of fully understanding the characteristics of hotel group customers and related theoretical knowledge such as marketing, etc. First of all, the marketing strategy and marketing status of hotel group customers of Shihezi City Telecom Company are discussed and analyzed in order to find out the problems in the process of marketing. This paper uses SWOT analysis method to analyze the environment, advantages and disadvantages, opportunities and threats of customer marketing of hotel group of Shihezi City Telecom Company. Finally, using competitive advantage positioning theory, marketing combination theory, Combined with the actual situation of Shihezi telecom company, this paper tries to construct the correct optimization scheme of customer marketing strategy of hotel group, which mainly includes developing differentiated marketing aiming at breaking through the middle and high end of the market segment. Perfect the hotel group customer relationship marketing system, promote the hotel group customer experience marketing, establish effective hotel group old customer retention strategy and build the service marketing based on improving the hotel group customer perception and loyalty. Finally, Combined with the management experience of advanced enterprises in various places and the actual working situation in peacetime, the paper puts forward some methods and suggestions to ensure the successful implementation of the marketing optimization strategy. In addition, the research in this paper can be used as a reference for the customer expansion strategy of other enterprises. This kind of enterprises can improve their own customer marketing strategy and promote the smooth development of customer expansion.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F719.2;F274

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