研究生签名： 时间： 年 月 日
导师签名： 时间： 年 月 日I
摘要
随着中国通信行业竞争越来越激烈，酒店集团客户对运营商收入和利润的贡献逐渐增强，如何
有效的开拓酒店集团客户市场成为各大运营商关注的焦点。另一方面，通讯技术的进步和互联网时
代的到来，使得酒店集团客户对通信产品和信息服务的质量提高了更高的要求，因此，如何及时地
满足不同酒店集团客户的多样化需求，如何与酒店集团客户保持良好的合作关系以及提高酒店集团
客户的忠诚度，争取在激烈的电信市场竞争中不断保持竞争优势，这些都是石河子市电信公司在酒
店集团客户营销过程中正面临着并亟待解决的重要问题之一。因此，石河子市电信公司非常有必要
也亟需制定出科学的、合理的市场营销策略，这是关于公司经营成败的大问题

正是在上述的背景下，本文以石河子市电信公司为例，在充分理解酒店集团客户特点以及市场
营销等相关理论知识的基础上，首先对石河子市电信公司酒店集团客户的营销策略及其市场营销现
状进行深入探讨与分析，以找出其营销过程中存在的问题。然后，运用 SWOT 分析法分析石河子市电
信公司酒店集团客户营销所处的环境、优劣势、机会和威胁。最后，运用竞争优势定位理论、营销
组合理论，并结合石河子市电信公司的实际情况，尝试构建正确的酒店集团客户营销策略优化方案，
主要包括开展针对细分市场突破中高端的差异化营销、完善酒店集团客户关系营销体系、推广酒店
集团客户体验式营销、建立有效的酒店集团老客户保有策略以及构建基于提高酒店集团客户感知和
忠诚度为重点的服务营销

最后，结合各地先进企业的管理经验和平时实际工作情况，提出了确保营销优化策略能够顺利
实施的的一些方法与建议，为石河子电信公司酒店集团客户的拓展提供更加合适的营销策略。另外，
本文的研究对于其他企业的客户拓展策略也有一定的借鉴作用，有利于该类企业改进自身的客户营
销策略，更好的推动客户拓展工作的顺利开展

关键词：电信行业；酒店集团客户；营销策略优化II
Abstract
With the increasingly fierce competition in China&39;s communications industry, hotel group customers
on the operator&39;s revenue and profit contribution gradually increased, how to effectively develop the hotel
group customer market has become the focus of major operators. On the other hand, the progress of
communication technology and the arrival of the Internet era, making the hotel group customers on the
quality of communications products and information services to improve the higher requirements, therefore,
how to meet the diverse needs of different hotel groups in a timely manner, how and Hotel group customers
to maintain good relations of cooperation and improve the loyalty of hotel group customers, in the fierce
competition in the telecommunications market to maintain a competitive advantage, which are Shihezi City
Telecom in the hotel group customer marketing process is facing and urgent to be resolved One of the
important issues. Therefore, Shihezi City Telecom is also very necessary and urgent need to develop a
scientific and reasonable marketing strategy, which is on the company&39;s success or failure of the big
problem.
It is in the context of the above, this paper to Shihezi City Telecom, for example, in the full
understanding of the hotel group customer characteristics and marketing and other related theoretical
knowledge on the basis of the first Shihezi City Telecom Group hotel customers marketing strategy and its
market Marketing in-depth discussion and analysis to find out the problems in its marketing process. Then,
using the SWOT analysis method to analyze the environment, advantages and disadvantages, opportunities
and threats of customer marketing of Shihezi Telecom Company Hotel Group. Finally, using the theory of
competitive advantage positioning theory and marketing combination theory, combined with the actual
situation of Shihezi Telecom Company, we try to build the correct customer group marketing strategy
optimization plan, including the breakthrough in the market segmentation in the high-end differentiation
marketing, Hotel group customer relationship marketing system, to promote the hotel group customer
experience marketing, the establishment of an effective hotel group old customers to maintain the strategy
and build based on the hotel group to enhance customer awareness and loyalty as the focus of service
marketing.
Finally, some methods and suggestions to ensure the smooth implementation of the marketing
optimization strategy are put forward, which will provide a more suitable marketing strategy for the
development of the hotel group customers in Shihezi Telecom Company, combining with the management
experience and the actual work of the advanced enterprises. In addition, the research of this paper has some
reference for other enterprises&39; customer development strategy, which is beneficial to the enterprises to
improve their own customer marketing strategy, and better promote the smooth development of customer
development work.
Keywords：Telecommunication industry; Hotel Group; Marketing Mix StrategyIII
目 录
摘要....I
Abstract..........II
第 1 章 绪论......1
1.1 研究背景和意义...... 1
1.1.1 研究背景....... 1
1.1.2 研究意义....... 1
1.2 国内外相关研究现状.......... 2
1.2.1 国内相关研究现状... 2
1.2.2 国外相关研究现状... 3
1.3 研究方法和内容...... 4
1.3.1 研究方法....... 4
1.3.2 主要研究内容及其框架.......5
第 2 章 相关理论综述..6
2.1 市场营销理论概述.. 6
2.1.1 市场营销组合理论... 6
2.1.2 竞争优势定位理论... 6
2.2 营销分析模型...........6
2.3 集团客户的概念及其市场特征......8
第 3 章 石河子市电信公司酒店集团客户营销现状...........10
3.1 石河子市电信公司概况...10
3.2 石河子市电信公司酒店集团客户市场营销现状........
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