發(fā)布時間：2018-02-04 18:00

  本文關鍵詞： 徐州電信 寬帶業(yè)務 服務 營銷策略　出處：《西安理工大學》2008年碩士論文　論文類型：學位論文

【摘要】： 寬帶業(yè)務作為信息化過程中最富有生命力的業(yè)務,前景廣闊,寬帶網絡建設使各個領域的人們的思想觀念、生活方式等發(fā)生了革命性的變化,推進了社會發(fā)展領域的變革。 寬帶業(yè)務領域早已是各個固網運營商投入大量人力、資金互相爭奪的領域。江蘇省徐州電信作為徐州地區(qū)互聯網寬帶業(yè)務的主導電信運營商,充分強化自身在寬帶業(yè)務方面的核心優(yōu)勢,樹立專業(yè)寬帶服務品牌,充分發(fā)掘各類用戶的需求,提高寬帶內容服務和增值服務的多樣化,開發(fā)靈活的資費政策及個性化的解決方案,不斷提高徐州電信寬帶業(yè)務的可持續(xù)發(fā)展能力。 本文分為五個部分:第一部分分析了徐州電信寬帶業(yè)務所處的市場宏觀及微觀環(huán)境,并運用五力模型SWOT矩陣模型進行了競爭狀況分析。第二部分在調查問卷的基礎上運用大量的數據圖表分析進行消費者行為影響因素及過程分析。第三部分通過大量調研數據的分析,對徐州電信寬帶業(yè)務的營銷現狀及存在的問題進行了剖析。對徐州電信寬帶業(yè)務進行了有效的目標市場選擇及市場定位,以有效的獲得競爭優(yōu)勢。第四部分通過把4P和4C理論相結合起來的應用方式,在產品策略方面,注重研究新產品開發(fā),服務創(chuàng)新管理和品牌策略;在價格策略方面,運用模型剖析徐州電信寬帶業(yè)務的實際定價;在促銷策略方面,綜合廣告策略,銷售促進,創(chuàng)新直接營銷來具體探討;在渠道策略方面,詳盡分析和設計了銷售渠道及重點客戶關系管理策略。第五部分提出了營銷策略實施的建議與控制,提出徐州電信寬帶業(yè)務應由關系營銷向文化營銷方向發(fā)展的策略。 本文以徐州電信寬帶業(yè)務的發(fā)展為主線,多層面進行論述。研究分析寬帶新產品,營銷新模式,對電信公司如何根據自身資源,搞好客戶導向的服務營銷,大力開發(fā)寬帶業(yè)務市場提出了自己的見解,對徐州電信公司寬帶業(yè)務的持續(xù)發(fā)展和領導決策提供了參考。
[Abstract]:Broadband business, as the most vigorous business in the process of informatization, has broad prospects. Broadband network has revolutionized people's ideas and lifestyles in various fields, and promoted the transformation in the field of social development.
The field of broadband business is already the fixed network operators to invest a lot of manpower, funds to fight each other. In Jiangsu Province, Xuzhou Telecom broadband Internet as Xuzhou's leading telecom operators, fully strengthen their own core strengths in the broadband business, establish a professional broadband service brand, to fully explore the various needs of users, improve the diversification of broadband content services and value-added services, solutions for the development of a flexible tariff policy and personalized, and constantly improve the sustainable development ability of Xuzhou Telecom broadband services.
This paper is divided into five parts: the first part analyzes the Xuzhou Telecom broadband business in the market of macro and micro environment, and the use of the five force model and SWOT matrix model of the competitive analysis of the situation. The second part on the basis of the questionnaire using a large amount of data chart analysis and process analysis of consumer behavior influencing factors. The third part through the analysis a large number of research data, the marketing situation of Xuzhou Telecom broadband business and the existing problems are analyzed. The broadband business in Xuzhou Telecom is the target market selection and market positioning effectively, to effectively obtain the competitive advantage. In the fourth part, through the application of the 4P and 4C theory are combined, in terms of product strategy study on new product development, focusing on service innovation management and brand strategy; in the aspect of price strategy, the actual use of model analysis of Xuzhou Telecom broadband services Pricing; in the promotion strategy, advertising strategy, sales promotion, direct marketing innovation to discuss; in the channel strategy, detailed analysis and design of sales channels and key customer relationship management strategy. The fifth part puts forward the suggestions for the implementation of marketing strategy and control system, proposed the Xuzhou Telecom broadband services should be the development of relationship marketing to culture the direction of the marketing strategy.
This paper takes the development of Xuzhou Telecom broadband service as the main line, multi levels were discussed. Research and analysis of new broadband products, new marketing mode, the telecommunications company according to their own resources, improving customer-oriented marketing services, vigorously develop the broadband services market put forward their own ideas, provide a reference for sustainable development of Xuzhou Telecom broadband service the decision-making of the leadership.

【學位授予單位】：西安理工大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F626

【引證文獻】

相關期刊論文 前1條

1 韓東旭;楊春明;;北方縣級聯通公司寬帶營銷策略[J];時代金融;2012年12期

相關碩士學位論文 前1條

1 冼志成;肇慶移動集團客戶市場營銷效率研究[D];華中科技大學;2011年

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本文編號：1490808