本文選題：天翼營(yíng)業(yè)廳　切入點(diǎn)：市場(chǎng)營(yíng)銷(xiāo)　出處：《東華大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：4G時(shí)代的到來(lái)改變了移動(dòng)通信的發(fā)展面貌,使得各運(yùn)營(yíng)商的競(jìng)爭(zhēng)格局有所變化,其面臨的機(jī)遇與挑戰(zhàn)不斷增加。隨著我國(guó)移動(dòng)通信4G技術(shù)的不斷發(fā)展,各運(yùn)營(yíng)商紛紛開(kāi)展相關(guān)的產(chǎn)品與服務(wù)研發(fā)工作,并進(jìn)行了大量的營(yíng)銷(xiāo)工作,以期盡快搶占市場(chǎng),提升市場(chǎng)占有率,獲取利潤(rùn)。本文以上海電信天翼營(yíng)業(yè)廳為研究對(duì)象,通過(guò)對(duì)通訊產(chǎn)品的介紹、營(yíng)銷(xiāo)現(xiàn)狀的分析將目前天翼營(yíng)業(yè)廳存在的營(yíng)銷(xiāo)問(wèn)題總結(jié)為:客戶(hù)轉(zhuǎn)化率低、移動(dòng)終端未進(jìn)行市場(chǎng)細(xì)分,銷(xiāo)量集中于低檔機(jī)型、客戶(hù)滿意低影響顧客忠誠(chéng)度、營(yíng)業(yè)廳人員質(zhì)量有待提高、服務(wù)意識(shí)不強(qiáng)。通過(guò)對(duì)上海電信營(yíng)業(yè)廳宏觀和微觀營(yíng)銷(xiāo)環(huán)境的分析得出上海電信營(yíng)業(yè)廳通訊產(chǎn)品營(yíng)銷(xiāo)環(huán)境的SWOT,從客戶(hù)職業(yè)、客戶(hù)年齡和通訊產(chǎn)品的細(xì)分三個(gè)角度對(duì)上海電信營(yíng)業(yè)廳通訊產(chǎn)品的目標(biāo)市場(chǎng)進(jìn)行分析,接著采用問(wèn)卷調(diào)查的方式對(duì)影響上海電信天翼營(yíng)業(yè)廳營(yíng)銷(xiāo)的因素進(jìn)行了實(shí)證分析,得出價(jià)格對(duì)客戶(hù)選擇使用哪家運(yùn)營(yíng)商,選擇哪個(gè)營(yíng)業(yè)廳影響最大,除了價(jià)格因素外,對(duì)客戶(hù)選擇電信營(yíng)業(yè)廳影響程度最大當(dāng)屬營(yíng)業(yè)廳的便利性。其次是口碑,這里的口碑由多種因素造成,其中既包括運(yùn)營(yíng)商在客戶(hù)心中的口碑,也包括該營(yíng)業(yè)廳客戶(hù)心中的口碑,所以說(shuō)提高該營(yíng)業(yè)廳在當(dāng)?shù)氐闹群兔u(yù)度對(duì)于營(yíng)業(yè)廳完善營(yíng)銷(xiāo)有較大幫助。再次是售后的服務(wù)質(zhì)量。最后,服務(wù)的等待時(shí)間、營(yíng)業(yè)廳的規(guī)模、服務(wù)人員的態(tài)度、促銷(xiāo)活動(dòng)、營(yíng)業(yè)廳的環(huán)境、服務(wù)人員的專(zhuān)業(yè)性的重要性程度依次遞減,在多數(shù)人看來(lái)的服務(wù)人員的專(zhuān)業(yè)性的影響程度最低,其緣由是隨著人們使用電信產(chǎn)品的年限增加,客戶(hù)對(duì)電信產(chǎn)品都有一定程度了解,對(duì)服務(wù)人員的專(zhuān)業(yè)解釋依賴(lài)度越來(lái)越低。在對(duì)上海電信天翼營(yíng)業(yè)廳營(yíng)銷(xiāo)環(huán)境、目標(biāo)市場(chǎng)和實(shí)證調(diào)研的基礎(chǔ)上,本文依據(jù)4P理論,提出產(chǎn)品策略上應(yīng)當(dāng)聚焦客戶(hù)需求,依托傳統(tǒng)固網(wǎng)優(yōu)勢(shì),實(shí)施FMC運(yùn)營(yíng);在價(jià)格策略上應(yīng)當(dāng)打破營(yíng)業(yè)廳無(wú)定價(jià)權(quán)的僵硬機(jī)制,流量套餐采取低價(jià)策略吸引移動(dòng)4G客戶(hù)和多搞一些價(jià)格上的促銷(xiāo)活動(dòng);在服務(wù)策略上應(yīng)當(dāng)提升服務(wù)的便利性;在渠道策略上應(yīng)當(dāng)拓展?fàn)I銷(xiāo)渠道,利用上海電信的O2O網(wǎng)絡(luò)平臺(tái)、互聯(lián)網(wǎng)營(yíng)銷(xiāo)完善現(xiàn)有廣告宣傳體系、做好不同時(shí)點(diǎn)的活動(dòng)促銷(xiāo)、進(jìn)行末梢營(yíng)銷(xiāo)等幾個(gè)方面進(jìn)行上海電信天翼營(yíng)業(yè)廳營(yíng)銷(xiāo)策略的重新設(shè)計(jì)。
[Abstract]:The arrival of 4G era has changed the development of mobile communication, changed the competition pattern of various operators, and the opportunities and challenges it faces are increasing. With the development of 4G technology of mobile communication in China, Various operators have carried out research and development of related products and services, and carried out a lot of marketing work in order to seize the market as soon as possible, enhance market share and gain profits. This paper takes the Tianyi Business Hall of Shanghai Telecom as the research object. Through the introduction of the communication products, the analysis of the present marketing situation summarizes the existing marketing problems in Tianyi Business Hall as follows: low conversion rate of customers, no market segmentation of mobile terminals, and concentrated sales volume on low-grade models. Low customer satisfaction affects customer loyalty, and the quality of staff in the business office needs to be improved. Through the analysis of the macro and micro marketing environment of the Shanghai Telecom Business Hall, it is concluded that the SWOT of the Shanghai Telecom Business Office Communication Product Marketing Environment, from the customer occupation, This paper analyzes the target market of communications products in Shanghai Telecom Business Hall from three angles of customer age and communication product segmentation, and then makes an empirical analysis of the factors affecting the marketing of Shanghai Telecom Tianyi Business Hall by means of questionnaire survey. It is concluded that the price has the greatest influence on the customer's choice of which operator to use and which business hall to choose. Besides the price factor, the greatest influence on the customer's choice of the telecom business hall is due to the convenience of the business hall. The second is word of mouth. The word of mouth here is caused by a variety of factors, including both the word of mouth of the operator in the customer's heart, and the word of mouth in the heart of the customer of the business hall. Therefore, to improve the visibility and reputation of the business office in the local area is of great help to the business hall in perfecting its marketing. Again, it is the after-sale service quality. Finally, the waiting time of the service, the size of the business office, the attitude of the service personnel, and the promotion activities. In the environment of the business hall, the importance of the professionalism of the service personnel decreases in turn. In most people's view, the professional nature of the service personnel has the least influence, because the reason is that as the number of years people use telecommunication products increases, Customers have a certain degree of understanding of telecommunications products, and rely less and less on the professional interpretation of service personnel. Based on the marketing environment, target market and empirical research of the Tianyi Business Hall of Shanghai Telecom, this paper bases on 4P theory. The paper puts forward that product strategy should focus on customer demand, rely on the advantages of traditional fixed network, implement FMC operation, and break the rigid mechanism of no pricing power in business hall in price strategy. The traffic package should adopt a low price strategy to attract mobile 4G customers and engage in more promotional activities on the price; on the service strategy, it should enhance the convenience of the service; on the channel strategy, it should expand the marketing channels and make use of the O2O network platform of Shanghai Telecom. Internet marketing consummates the existing advertising propaganda system, does well the different time point activity promotion, carries on the terminal marketing and so on several aspects carries on the Shanghai Telecom Tianyi business hall marketing strategy redesign.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F626;F274

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