基于顾客满意的企业市场营销战略研究―以中国移动通信企业为例.doc

题 目: 基于顾客满意的企业市场营销战略研究 ――以移动通信企业为例 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘 要 我国移动通信市场发展迅猛,经过改革重组,电信领域已打破垄断,移动通信公司面临着前所未有的挑战，主要集中在联通、电信和两个方面。联通公司通过存话费送手机抢占高端客户，网通“小灵通”低廉的话费赢得低端用户的青睐，移动公司的时常营销处于两头夹击的困境之中。本文总结了我国移动通信市场发展的现状、特点和挑战，分析了移动公司内部存在的不足，同时也研究了移动通信市场的现状、发展趋势和竞争形势。移动通信市场潜力出科学的预测，指出随着农村经济的快速发展和农民生活水平的提高，今后移动的主要发展目标在农村，城镇妇女是一个很大的潜在客户群，移动必须细分品牌，调整产品策略、价格策略、 拓展营销渠道，作好促销工作。并提出了移动要继续保持或扩大市场优势应在营销策略上采取的对策。移动公司 CS 策略必须革新，充分重视分析诊断与顾客的每一个接触点，动态地把握用户的消费心理及消费趋向，注意定期、定量、综合测定顾客满意度；同时提高移动公司的网络质量，丰富移动通信公司的产品品牌，根据多样化品牌，结合品牌和服务质量，灵活科学地制订适合不同客户群的价格标准；同时应选择适当的媒体组合和宣传方式，实施整合传播；进一步借助现代销售方式，广泛利用商业零售营销网络，建立对代理商的监控体系，拓展营销渠道。 竞争态势Title: Customer satisfaction and Marketing strategy Abstract Mobile telecommunication market develops rapidly in China. Monopolization in telecom field has been broken after reformation and reconstruction. Mobile Communication Company faces unprecedented challenge because of competitors, Unicom, Telecom and issue of single way charge. Unicom tries to occupies high end subscribers market through giving free mobile phone to subscribers when they prepay communication fee, while CNN Company gains favor of low end subscribers because of very low communication fee of “wireless phone”. Mobile Communication Company is in the middle now. Its ARPU value shows downtrend. This essay concludes development status quo, character and challenge of china mobile communication market. On this basis, scientifically forecasts the market potential of mobile communication market and recommends the strategy that Mobile Communication Company needs to improve marketing marketing in order to keep and expand its market advantage. CS strategy Mobile Communication Company carries out must emphasize renovation of service and diagnosing analyzing every contact point with subscribers, dynamically grasping subscribers’consuming psychology and trend, periodically, rationally and comprehensively measuring subscri