2008年5月24日,《关于深化电信体制改革通告》的颁布标志着电信行业

第三次重组正式启动。同年10月14日,全国同时有三家全业务电信运营商,

他们分别是中国移动、中国电信、中国联通,竞争比以往更加激烈。集团客户、

个人客户、家庭客户的细分客户概念也被更明确的提出来。

在电信业的三类细分客户中,集团客户属于高值客户。因为集团客户不仅

能够为运营商带来显著的经济效益,更为其带来品牌影响力及行业示范作用等

增值效益。随着国内电信行业的竞争加剧,集团客户成为各运营商必争的重点。

本研究针对内蒙古呼和浩特移动集团客户市场,进行了宏观、中观行业及

微观的三个层面的研究与分析,综合运用PEST分析法、波特五力模型分析法及

SWOT分析法来实现以上三个层面的研究。通过以上系统的分析总结,得出了内

蒙古呼和浩特移动公司在集团客户市场上的现状以及存在的问题。并结合国内

外经典的服务营销理论和实践提出相应的解决方案。力求使研究结果给呼和浩

特移动集团客户服务营销实践活动的开展提供良好的借鉴。

关键词:呼和浩特移动,集团客户,服务营销策略

I

Abstract

In May 24, 2008,the promulgation of the on deepening the reform of telecom

system notification marks the launch of the third time the telecom industry

restructuring. In the same year on October 14,the national has three full business

operators at the same time. They are China mobile, China telecom and China Unicom.

The competition more intense than ever before. Group clients, family and individual

customers customer segmentation concept has also been more specific.

In the three telecommunication customer segments, group clients belong to high

value customers. Because of the group clients not only can bring significant economic

benefits for the operators,more of it brings brand influence and industry

demonstration function of value-added benefits. As the domestic telecommunications

industry competition,group clients become the focus of all the operators

This study aimed at Inner Mongolia Hohhot mobile group customer market, and

make the macro, meso and micro three levels of research and analysis. Integrated use

of PEST analysis, porter five model analysis and SWOT analysis method to realize

the above three aspects of research. Through the above analysis summary of the

system,and obtained the Hohhot in Inner Mongolia mobile companies in the group

client market present situation and existing problems. And combined with classic

service marketing theory and practice both at home and abroad put forward the

corresponding solutions. Strive to make the results to the Hohhot mobile group

customer service development provides a good reference for marketing practice.

Key words: Hohhot mobile, group clients,the service marketing strategy

II