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MBA硕士论文_南安电信企业客户4G业务营销策略研究DOC

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文本描述
摘要
企业客户可以为通信运营商带来稳定且较高的收入,其重要性不言而喻

想要快速拓展 4G 业务,企业客户无疑成为所有运营商最应该聚焦的群体。企业
客户的 4G 业务拓展要点是快速、正确地响应和满足其需求,提供基于 4G 网络
并将各类信息化产品集合在移动终端上的综合服务方案,实现业务融合捆绑增
强客户粘性,成为拓展企业客户的利器

本文简要介绍了国内 4G 业务发展情况和南安电信公司企业客户的 4G 业务
发展情况,采用 PEST 法、五力模型、SWOT 法等分析工具对南安电信所处的宏
观环境和行业环境、拥有的优势和机会、面临的劣势和威胁进行分析总结,同
时在对企业客户进行行业特征和需求分析的基础上,深入实地调查,并结合 4P
理论提出了六个针对企业客户的 4G 业务营销策略

本文通过研究南安电信对企业客户的 4G 业务营销策略,总结出南安电信应
按行业深挖企业客户信息化需求,结合重点信息化产品推广 4G 业务,同时加强
社会渠道的管理,提升客户经理能力,实现商机闭环管理,充分利用全业务的
优势实现差异化营销,提高客户的服务感知度,才能快速、有效地拓展企业客
户的 4G 市场。该研究将有助于理清南安电信企业客户市场的 4G 业务营销策略
和相应的措施实施保障,为南安电信、其他分公司和同行企业在企业客户市场
的 4G 业务发展提供了一定的指导和参考

关键词:南安电信 企业客户 4G 业务 营销策略II
Abstract
Enterprise customers can bring stable and high revenue to communications
operators, and its im portance is self-evident. Therefore, communications operators
should focus on the enterprise customers when they want to develop the 4G business
quickly. The keys to develop enterprise customers&39; 4G business are responding and
meeting their needs fast and correctly , providing integrated services solutions based
on 4G network and converging the information applications to the mobile terminals,
in order to achieve business fusion bundled, enhance customers&39; stickiness and form a
unique tool in the development of enterprise customers.
This paper briefly introduces the development of 4G business in China and the
development of 4G busi ness of Nanan Telecom&39;s enterprise customers, using PEST
analysis, five force m odel and SWOT analysis to analyze the m acro environment,
industry environment, advantages, opportun ities, disadvantages, and threatens of
Nanan Telecom, meanwhile, being based on analyzing the industry characteristics and
needs of the enterprise customers, investigating real situation in depth, and combining
with 4P theory to propose six 4G busine ss marketing strategies for the developm ent
of enterprise customers market.
In this paper, through the research of Nanan Telecom on enterprise customers 4G
business marketing strategy to lead a c onclusion that Nanan T elecom should dig
deeply information requirement of enterprise customers through industries, combined
with key information products to promote 4G business, at the sam e time, strengthen
the management of social ch annels, enhance custom er managers’ ability, achieve
business opportunities closed-loop m anagement, make full use of the advantages of
the full business to achieve dif ferentiated marketing, and im prove customers
perception of service, in or der to expand rapidly and ef fectively in the enterpris e
customers&39; 4G market. The research will help to clarify the 4G business m arketing
strategies of enterprise customers&39; market in Nanan Telecom and its corresponding
implementing guarantee, and provide the guidance and reference for the developmentIII
of the enterprise customers market 4G business of the Nanan Telecom, other branches
and peer companies.
Key words: Nanan Telecom Enterprise customers 4G business
Marketing strategiesV
目录
第 1 章 绪论 ....1
1.1 研究背景和意义 ...1
1.2 研究的内容和方法 ...........3
1.2.1 研究内容.........3
1.2.2 研究方法.........4
1.3 论文的创新点 .......4
1.4 本文研究局限性 ...5
第 2 章 文献综述与相关理论概述 ..........6
2.1 文献综述 ...6
2.2 相关理论概述 .......9
2.2.1 市场营销概念.9
2.2.2 市场营销组合策略.....9
2.2.3 PEST 分析法及其应用9
2.2.4 五力模型及其应用.. 10
2.2.5 SWOT 分析法及其应用....... 11
2.2.6 4P 分析及其应用 .... 11
2.3 本章小结12
第 3 章 南安电信企业客户 4G 业务发展环境分析 ........13
3.1 宏观环境分析 .... 13
3.1.1 政治环境分析.......... 13
3.1.2 经济环境分析.......... 14
3.1.3 社会文化环境分析.. 14
3.1.4 技术环境分析.......... 15
3.2 行业环境分析 .... 17
3.2.1 竞争者分析.. 17
3.2.2 潜在进入者分析...... 18
3.2.3 替代者分析.. 19VI
3.2.4 供应商分析.. 19
3.2.5 购买者分析.. 19
3.3 本章小结20
3.3.1 宏观环境分析结论.. 20
3.3.2 行业环境分析结论.. 21
第 4 章 南安电信企业客户 4G 业务发展概况 23
4.1 国内 4G 业务发展概况.. 23
4.2 国内 4G 业务发展趋势.. 23
4.3 南安电信企业客户 4G 业务发展概况.. 24
4.3.1 南安电信概况.......... 24
4.3.2 南安电信品牌情况.. 24
4.3.3 南安电信企业客户 4G 业务发展情况 ....... 25
4.4 南安电信企业客户业务 SWOT 分析 .... 26
4.4.1 优势.. 26
4.4.2 劣势.. 27
4.4.3 机会.. 28
4.4.4 威胁.. 28
4.5 本章小结29
第 5 章 南安电信企业客户 4G 业务营销策略 30
5.1 需求挖掘与产品创新策略 ........ 30
5.1.1 4G 时代企业客户的消费特性 ........ 30
5.1.2 细分市场,深入挖掘企业客户的需求...... 30
5.1.3 需求匹配,提供重点产品与综合解决方案.......... 32
5.2 价格策略 ....
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