【摘要】： 市場(chǎng)項(xiàng)目相對(duì)來(lái)看更加的注重于定性的判斷與趨勢(shì)的研究,這是與其他項(xiàng)目不太一致的地方,若能夠通過(guò)項(xiàng)目管理的方法進(jìn)一步提升市場(chǎng)項(xiàng)目的執(zhí)行效率,提升項(xiàng)目的利用價(jià)值,是我們學(xué)習(xí)項(xiàng)目管理需要學(xué)習(xí)與強(qiáng)調(diào)的方面。 國(guó)際知名的咨詢公司埃森哲參考國(guó)際上先進(jìn)的電信管理與營(yíng)銷理念,為中國(guó)電信深圳分公司制訂了高效率營(yíng)銷的流程體系,所有的營(yíng)銷應(yīng)從客戶研究出發(fā),應(yīng)基于對(duì)客戶的理解制定營(yíng)銷策略、渠道政策、評(píng)價(jià)指標(biāo)等等�！案咝薁I(yíng)銷流程”深刻的指出了目前電信運(yùn)營(yíng)商在營(yíng)銷方面存在的問(wèn)題,就是過(guò)于強(qiáng)調(diào)產(chǎn)品政策,強(qiáng)調(diào)企業(yè)自身的能力,忽略了客戶的需求。 為更好的落實(shí)高效率營(yíng)銷流程的實(shí)施,提升企業(yè)的營(yíng)銷能力,我們?cè)谑袌?chǎng)研究的理論指導(dǎo)下,以項(xiàng)目管理的推進(jìn)要求,組織了一次全深圳人口的抽樣調(diào)研,對(duì)整個(gè)深圳市的人口進(jìn)行了全面的研究,掌握人口狀況、生活軌跡、電信需求等情況,并以此指導(dǎo)電信營(yíng)銷策略的制定。 本文重點(diǎn)對(duì)幾個(gè)方面的內(nèi)容進(jìn)行了闡述：高效率營(yíng)銷流程以及市場(chǎng)研究的理論指導(dǎo)、項(xiàng)目管理的工作方法、深圳人口調(diào)研項(xiàng)目組織安排、電信應(yīng)對(duì)策略研究等方面,強(qiáng)調(diào)的是市場(chǎng)需求的判斷對(duì)市場(chǎng)營(yíng)銷策略制定的參考價(jià)值。
[Abstract]:Market projects are relatively more focused on qualitative judgment and trend research, which is not consistent with other projects, if the project management method can further improve the efficiency of market project implementation, To enhance the value of the use of the project, is our learning project management needs to learn and emphasize the aspects. Accenture, an internationally renowned consulting company, has drawn up an efficient marketing process system for China Telecom Shenzhen Branch, referring to the advanced international telecom management and marketing concepts. All marketing should proceed from customer research. Marketing strategies, channel policies, evaluation indicators, etc., should be based on customer understanding. The "efficient marketing process" profoundly points out the existing problems of telecom operators in marketing, that is, too much emphasis on product policy, emphasizing the ability of the enterprise itself, and neglecting the needs of customers. In order to better implement the efficient marketing process and enhance the marketing ability of enterprises, we organized a sampling survey of the whole Shenzhen population under the guidance of the theory of market research and the requirements of project management. This paper makes a comprehensive study on the population of Shenzhen, grasps the situation of population, life track, telecommunication demand and so on, and guides the formulation of telecommunication marketing strategy. This paper focuses on several aspects: the efficient marketing process and the theoretical guidance of market research, the working methods of project management, the organization and arrangement of the population survey project in Shenzhen, the research of telecommunication response strategy, and so on. What emphasizes is the market demand judgment to the marketing strategy formulation reference value.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F272;F626;C924.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 鄧光璞;項(xiàng)目管理在農(nóng)村健康調(diào)查管理中的應(yīng)用研究[D];南方醫(yī)科大學(xué);2012年

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本文編號(hào)：2330222