【摘要】：中國(guó)移動(dòng)作為世界用戶規(guī)模最大的移動(dòng)通信運(yùn)營(yíng)商,自2000年4月20日成立以來,迅速發(fā)展壯大,已經(jīng)連續(xù)9年被美國(guó)《財(cái)富》雜志評(píng)為世界500強(qiáng),2010年排名第77位,在移動(dòng)通信行業(yè)具有非常特殊的地位。中國(guó)移動(dòng)發(fā)展至今,客戶總?cè)藬?shù)已經(jīng)達(dá)到7億,遠(yuǎn)遠(yuǎn)領(lǐng)先于競(jìng)爭(zhēng)對(duì)手。集團(tuán)客戶作為通信運(yùn)營(yíng)商業(yè)務(wù)收入增長(zhǎng)的重要保證之一,對(duì)公司運(yùn)營(yíng)起著至關(guān)重要的作用,在移動(dòng)通信市場(chǎng)上的重要性也越來越突出。 本文對(duì)FX分公司的集團(tuán)客戶市場(chǎng)現(xiàn)狀、營(yíng)銷策略、競(jìng)爭(zhēng)形勢(shì)、集團(tuán)客戶流失原因及存在問題進(jìn)行了系統(tǒng)分析。運(yùn)用競(jìng)爭(zhēng)戰(zhàn)略理論中的差異化戰(zhàn)略對(duì)集團(tuán)產(chǎn)品進(jìn)行了差異化組合,運(yùn)用SWOT模型對(duì)FX移動(dòng)的優(yōu)劣勢(shì)、機(jī)會(huì)和挑戰(zhàn)進(jìn)行了分析,并提出相應(yīng)的營(yíng)銷策略。集團(tuán)客戶保有營(yíng)銷策略研究是基于電信行業(yè)重組的大環(huán)境下,對(duì)FX地區(qū)黨政軍等重點(diǎn)集團(tuán)、大中型企業(yè)、個(gè)體經(jīng)營(yíng)業(yè)戶在使用手機(jī)、固話、專線、無線商務(wù)電話等集團(tuán)業(yè)務(wù),以及三家運(yùn)營(yíng)商在用戶數(shù)量、競(jìng)爭(zhēng)策略等情況進(jìn)行調(diào)查分析的基礎(chǔ)上進(jìn)行的。在上述分析的基礎(chǔ)上,結(jié)合FX移動(dòng)的實(shí)際情況提出了FX移動(dòng)的集團(tuán)客戶營(yíng)銷策略,即針對(duì)不同集團(tuán)客戶市場(chǎng)的差異化產(chǎn)品組合策略、提升客戶經(jīng)理人員整體素質(zhì)和積極性的培訓(xùn)激勵(lì)策略、提高集團(tuán)客戶滿意度和忠誠(chéng)度的服務(wù)質(zhì)量提升策略和與集團(tuán)客戶保持關(guān)聯(lián)的營(yíng)銷策略。
[Abstract]:As the largest mobile communication operator in the world, China Mobile has developed rapidly since it was founded on April 20, 2000. It has been ranked the world's top 500 by Fortune magazine for 9 consecutive years and ranked 77th in 2010. In the mobile communication industry has a very special position. China Mobile development so far, the total number of customers has reached 700 million, far ahead of competitors. Group customers, as one of the important guarantee of business revenue growth of communication operators, play a vital role in the operation of the company, and the importance of group customers in the mobile communication market is becoming more and more prominent. This paper makes a systematic analysis on the market situation, marketing strategy, competition situation, the reasons of group customer turnover and the existing problems of FX Branch. This paper uses the differentiation strategy in the competitive strategy theory to combine the group products, analyzes the advantages and disadvantages, opportunities and challenges of the FX mobile by using the SWOT model, and puts forward the corresponding marketing strategies. The research of group customer retention marketing strategy is based on the general environment of telecom industry reorganization, to the FX area party, government and army and other key groups, large and medium-sized enterprises, self-employed businesses in the use of mobile phones, fixed telephone, special lines, wireless business phone and other group business. And the three operators in the number of users, competitive strategy on the basis of investigation and analysis. On the basis of the above analysis, combined with the actual situation of FX Mobile, this paper puts forward the group customer marketing strategy of FX Mobile, that is, the differentiated product combination strategy for different group customer markets. The training incentive strategy to improve the overall quality and enthusiasm of the customer manager, the service quality promotion strategy to improve the group customer satisfaction and loyalty, and the marketing strategy to maintain the relationship with the group customer.
【學(xué)位授予單位】：遼寧工程技術(shù)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F626;F274

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本文編號(hào)：2248638