發(fā)布時間：2018-11-13 19:34

【摘要】： 市場項目相對來看更加的注重于定性的判斷與趨勢的研究,這是與其他項目不太一致的地方,若能夠通過項目管理的方法進一步提升市場項目的執(zhí)行效率,提升項目的利用價值,是我們學習項目管理需要學習與強調的方面。 國際知名的咨詢公司埃森哲參考國際上先進的電信管理與營銷理念,為中國電信深圳分公司制訂了高效率營銷的流程體系,所有的營銷應從客戶研究出發(fā),應基于對客戶的理解制定營銷策略、渠道政策、評價指標等等�！案咝薁I銷流程”深刻的指出了目前電信運營商在營銷方面存在的問題,就是過于強調產品政策,強調企業(yè)自身的能力,忽略了客戶的需求。 為更好的落實高效率營銷流程的實施,提升企業(yè)的營銷能力,我們在市場研究的理論指導下,以項目管理的推進要求,組織了一次全深圳人口的抽樣調研,對整個深圳市的人口進行了全面的研究,掌握人口狀況、生活軌跡、電信需求等情況,并以此指導電信營銷策略的制定。 本文重點對幾個方面的內容進行了闡述：高效率營銷流程以及市場研究的理論指導、項目管理的工作方法、深圳人口調研項目組織安排、電信應對策略研究等方面,強調的是市場需求的判斷對市場營銷策略制定的參考價值。
[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.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F272;F626;C924.2

【引證文獻】

相關碩士學位論文 前1條

1 鄧光璞;項目管理在農村健康調查管理中的應用研究[D];南方醫(yī)科大學;2012年

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本文編號：2330222