發(fā)布時間：2018-10-12 21:45

【摘要】：20世紀90年代以來，在良好的政治經(jīng)濟環(huán)境下，中國移動不斷發(fā)展壯大，在通信運營商中處于領(lǐng)先位置。電信重組后，給電信企業(yè)的發(fā)展和競爭帶來了前所未有的機遇與挑戰(zhàn)，特別是個人高價值客戶市場因其重要的戰(zhàn)略價值與利潤空間將成為各運營商重兵必爭之紅海。個人高價值客戶市場的競爭格局將產(chǎn)生變化,如何分析自身個人高價值客戶市場優(yōu)劣勢？如何走適合自己情況的個人高價值客戶競爭之路?為解決以上問題，需要對個人高價值客戶的穩(wěn)定策略進行深入研究。 本文以邵陽移動為研究對象，分析了邵陽移動所處的競爭環(huán)境，并提出了邵陽移動在個人高價值客戶穩(wěn)定工作中面臨的主要問題。作者運用客戶關(guān)系管理相關(guān)知識，系統(tǒng)運用實證分析和理論分析相結(jié)合的方法，綜合及深入分析邵陽移動當前個人高價值客戶管理存在問題并提出穩(wěn)定策略。本人首先回顧和梳理了有關(guān)客戶關(guān)系管理的國內(nèi)外研究動態(tài)，并介紹了客戶關(guān)系管理的理論綜述；其次分析了邵陽移動現(xiàn)有的個人高價值客戶管理策略，以及在管理過程中存在的問題及其原因；然后，，依據(jù)客戶關(guān)系管理理論，提出邵陽移動個人高價值客戶穩(wěn)定策略的具體內(nèi)容，包括深化個人高價值客戶市場細分、完善個人高價值客戶深層服務(wù)、加強服務(wù)營銷界面功能，提升個人高價值客戶經(jīng)理服務(wù)營銷能力的四個方面；最后，探討了邵陽移動個人高價值客戶穩(wěn)定策略的實施過程及保障措施。 目前，國內(nèi)對通信行業(yè)個人高價值客戶穩(wěn)定策略的方案研究較少，代表性成果不多，沒有形成系統(tǒng)理論。論文根據(jù)邵陽移動的個人高價值客戶管理的現(xiàn)狀提出了穩(wěn)定策略，旨在增強企業(yè)品牌競爭力，提高企業(yè)競爭力。
[Abstract]:Since the 1990s, under the favorable political and economic environment, China Mobile has been developing and expanding, and it is in the leading position in the telecommunication operators. After the telecom reorganization, it brings unprecedented opportunities and challenges to the development and competition of telecom enterprises. Especially, the individual high-value customer market will become the Red Sea for the operators because of its important strategic value and profit space. The competition pattern of individual high value customer market will change. How to analyze the advantages and disadvantages of personal high value customer market? How to take the road of individual high value customer competition that suits their own situation? In order to solve the above problems, it is necessary to study the stability strategy of individual high-value customers. This paper takes Shaoyang Mobile as the research object, analyzes the competitive environment of Shaoyang Mobile, and puts forward the main problems that Shaoyang Mobile faces in the stable work of individual high value customers. Based on the knowledge of customer relationship management and the combination of empirical analysis and theoretical analysis, the author synthetically and deeply analyzes the problems existing in Shaoyang Mobile's current personal high-value customer management and puts forward some stable strategies. First of all, I review and comb the domestic and foreign research trends of customer relationship management, and introduce the theory of customer relationship management, and then analyze the existing personal high value customer management strategy of Shaoyang Mobile. Then, according to the theory of customer relationship management, it puts forward the specific content of Shaoyang mobile personal high-value customer stabilization strategy, including deepening the market segmentation of individual high-value customers. Perfecting the deep service of individual high value customer, strengthening the function of service marketing interface, enhancing the service marketing ability of personal high value customer manager; finally, Shaoyang mobile personal high-value customer stability strategy implementation process and protection measures. At present, the domestic research on individual high value customer stabilization strategy in communication industry is less, representative achievement is not much, and no system theory has been formed. According to the current situation of Shaoyang Mobile's personal high value customer management, the paper puts forward a stable strategy to enhance the brand competitiveness of enterprises and enhance the competitiveness of enterprises.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F626

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本文編號：2267700