本文選題：服務(wù)營(yíng)銷　切入點(diǎn)：策略　出處：《內(nèi)蒙古財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：進(jìn)入21世紀(jì)以來(lái),順應(yīng)國(guó)際形勢(shì)和市場(chǎng)發(fā)展規(guī)律,我國(guó)對(duì)原有的通信業(yè)進(jìn)行了大刀闊斧的改革,行業(yè)環(huán)境發(fā)生巨大變化。從目前我國(guó)電信業(yè)的格局來(lái)看,運(yùn)營(yíng)商競(jìng)爭(zhēng)正從產(chǎn)品競(jìng)爭(zhēng)逐步轉(zhuǎn)向品牌和服務(wù)的競(jìng)爭(zhēng),如何在復(fù)雜多變的市場(chǎng)中贏得主動(dòng)并能擴(kuò)大市場(chǎng),如何利用有效的營(yíng)銷資源來(lái)使自己的產(chǎn)品和服務(wù)得以推廣成為各個(gè)運(yùn)營(yíng)商提升競(jìng)爭(zhēng)力新的源泉。新形勢(shì)下,電信行業(yè)競(jìng)爭(zhēng)加劇,利潤(rùn)率下降,價(jià)格競(jìng)爭(zhēng)激烈,產(chǎn)品服務(wù)同質(zhì)化,客戶忠誠(chéng)度低。因此,內(nèi)蒙古聯(lián)通分公司需要對(duì)原有的服務(wù)營(yíng)銷策略進(jìn)行升級(jí)優(yōu)化,在為市場(chǎng)營(yíng)銷工作奠定良好基礎(chǔ)的同時(shí),也提高自身的市場(chǎng)競(jìng)爭(zhēng)力。本文以內(nèi)蒙古聯(lián)通分公司為研究對(duì)象,通過(guò)對(duì)其所面臨的市場(chǎng)環(huán)境和現(xiàn)有營(yíng)銷渠道的組織要素及組織方法的分析,發(fā)現(xiàn)對(duì)內(nèi)蒙古聯(lián)通公司進(jìn)行渠道優(yōu)化是十分必要的。在具體分析了內(nèi)蒙古聯(lián)通公司所面臨的優(yōu)劣勢(shì)、機(jī)遇和威脅的基礎(chǔ)上,依照服務(wù)營(yíng)銷前沿理論,重點(diǎn)對(duì)中國(guó)聯(lián)通內(nèi)蒙古分公司服務(wù)營(yíng)銷現(xiàn)狀及問(wèn)題進(jìn)行剖析和研究,進(jìn)而提出了公司在服務(wù)營(yíng)銷策略所采取的一系列措施。最后,為了保證有效實(shí)施,本文還進(jìn)一步闡述了應(yīng)采取的相關(guān)保障性措施。本文在對(duì)NPS實(shí)際數(shù)據(jù)的采集分析和相關(guān)理論的基礎(chǔ)上,進(jìn)一步對(duì)內(nèi)蒙古聯(lián)通公司服務(wù)營(yíng)銷策略進(jìn)行分析研究,具有較強(qiáng)的現(xiàn)實(shí)意義,在今后一段時(shí)間內(nèi)蒙古聯(lián)通公司服務(wù)營(yíng)銷具有一定的指導(dǎo)意義。
[Abstract]:Since entering the 21st century, in accordance with the international situation and the law of market development, our country has carried out a drastic reform of the original telecommunications industry, and the industry environment has undergone tremendous changes. Operator competition is gradually changing from product competition to brand and service competition. How to win initiative and expand market in complex and changeable market, How to make use of effective marketing resources to promote their products and services to become a new source for operators to enhance their competitiveness. Under the new situation, the competition in the telecommunications industry intensifies, the profit margin drops, the price competition is fierce, and the products and services are homogenized. Therefore, Inner Mongolia Unicom Branch need to upgrade and optimize the original service marketing strategy, while laying a good foundation for the marketing work, This article takes Inner Mongolia Unicom Branch as the research object, through the analysis of the market environment and the existing marketing channel organization elements and the organization method, the article takes the Inner Mongolia Unicom Branch as the research object, through the analysis of the market environment and the existing marketing channel organization factor and the organization method. It is found that it is necessary to optimize the channel of Inner Mongolia Unicom Company. On the basis of analyzing the advantages and disadvantages, opportunities and threats faced by Inner Mongolia Unicom Company, according to the service marketing frontier theory, This paper focuses on the analysis and research on the current situation and problems of service marketing in Inner Mongolia Branch of China Unicom, and then puts forward a series of measures taken by the company in the service marketing strategy. Finally, in order to ensure the effective implementation, On the basis of the collection and analysis of the actual data of NPS and related theories, this paper further analyzes the service marketing strategy of Inner Mongolia Unicom Company. The service marketing of Inner Mongolia Unicom Company has certain guiding significance in the future.
【學(xué)位授予單位】：內(nèi)蒙古財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F626;F274

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本文編號(hào)：1676210