【摘要】：4G技術(shù)作為新興技術(shù),在給使用者帶來(lái)更快速便捷的互聯(lián)網(wǎng)體驗(yàn)外,也為運(yùn)營(yíng)商帶來(lái)了前所未有的機(jī)遇和挑戰(zhàn)。隨著虛擬運(yùn)營(yíng)商的加入,電信行業(yè)三大運(yùn)營(yíng)商之間的市場(chǎng)競(jìng)爭(zhēng)日趨激烈,集團(tuán)客戶收入占電信運(yùn)營(yíng)商的營(yíng)業(yè)收入的比重越來(lái)越高,運(yùn)營(yíng)商的關(guān)注重點(diǎn)開(kāi)始由傳統(tǒng)的電信業(yè)務(wù)轉(zhuǎn)向集團(tuán)客戶領(lǐng)域。面臨新的行業(yè)競(jìng)爭(zhēng)環(huán)境,運(yùn)營(yíng)商如何卓有成效的開(kāi)展對(duì)集團(tuán)客戶領(lǐng)域的研究分析,如何構(gòu)建有針對(duì)性的集團(tuán)客戶營(yíng)銷策略,將對(duì)電信運(yùn)營(yíng)商能否在未來(lái)相當(dāng)?shù)囊欢螘r(shí)期內(nèi)獲得市場(chǎng)高地產(chǎn)生重要影響,也事關(guān)企業(yè)未來(lái)的核心競(jìng)爭(zhēng)力的形成和提升�？偟膩�(lái)說(shuō),論文分析了QZ移動(dòng)公司現(xiàn)有的集團(tuán)客戶概況和營(yíng)銷方法,認(rèn)為QZ移動(dòng)公司現(xiàn)有的集團(tuán)客戶營(yíng)銷策略在缺陷,需要針對(duì)公司目前的營(yíng)銷策略存在的問(wèn)題進(jìn)行有針對(duì)性的改進(jìn),不斷優(yōu)化已達(dá)到的最優(yōu)。所以,論文一開(kāi)始使用了PEST分析法、五力分析模型等研究方法對(duì)新的競(jìng)爭(zhēng)條件下QZ移動(dòng)公司集團(tuán)客戶市場(chǎng)進(jìn)行了深入的研究,利用SWOT分析法對(duì)中國(guó)電信和中國(guó)聯(lián)通兩大主要競(jìng)爭(zhēng)對(duì)手的情況進(jìn)行了分析,然后,基于自身特點(diǎn)的不同對(duì)集團(tuán)客戶進(jìn)行重新的市場(chǎng)細(xì)分,將客戶的價(jià)值與需求相結(jié)合,針對(duì)目標(biāo)市場(chǎng)提出了市場(chǎng)定位策略。最后,提出了改善QZ移動(dòng)公司集團(tuán)客戶營(yíng)銷策略的對(duì)策。通過(guò)論文的研究,希望可以有助于QZ移動(dòng)公司充分發(fā)展壯大集團(tuán)客戶,解決目前公司在集團(tuán)客戶市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇、市場(chǎng)定位、營(yíng)銷策略實(shí)施等諸多方面的問(wèn)題,實(shí)現(xiàn)集團(tuán)客戶市場(chǎng)對(duì)公司的營(yíng)業(yè)利潤(rùn)的貢獻(xiàn)度的提升,為改善QZ移動(dòng)公司在傳統(tǒng)弱勢(shì)市場(chǎng)及弱勢(shì)業(yè)務(wù)的表現(xiàn)提出指導(dǎo)借鑒。
[Abstract]:4G technology, as a new technology, not only brings users a faster and more convenient Internet experience, but also brings unprecedented opportunities and challenges to operators. With the entry of virtual operators, the market competition among the three major operators in the telecommunications industry is becoming more and more intense, and group customers' income accounts for an increasingly high proportion of the operating income of telecom operators. The focus of attention of operators began to shift from traditional telecom services to group customers. Facing the new industry competition environment, how to carry out the effective research and analysis to the group customer domain, how to construct the targeted group customer marketing strategy, It will have an important impact on whether telecom operators can obtain the market heights in a similar period of time in the future, and will also affect the formation and promotion of the core competitiveness of enterprises in the future. In general, the paper analyzes QZ Mobile's existing group customer profile and marketing methods, and considers that QZ Mobile's existing group customer marketing strategy is flawed. Aiming at the problems existing in the current marketing strategy of the company, it is necessary to continuously optimize the optimal ones that have been achieved. Therefore, at the beginning of this paper, we use pest analysis method, five-force analysis model and other research methods to study the QZ mobile group customer market under the new competitive conditions. SWOT analysis method is used to analyze the situation of two main competitors of China Telecom and China Unicom. Then, based on the differences of their own characteristics, the group customers are re-segmented to combine the value and demand of the customers. The market positioning strategy is put forward for the target market. Finally, the paper puts forward the countermeasures to improve the customer marketing strategy of QZ Mobile Group. Through the research of the thesis, I hope it can help QZ mobile company to fully develop and strengthen group customers, solve the problems of group customer market segmentation, target market selection, market positioning, marketing strategy implementation and so on. In order to improve QZ mobile company's performance in traditional weak market and weak business, the contribution of group customer market to the company's operating profit is improved.
【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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