上高电信市场营销策略研究.pdfVIP

要 当前，随着新一轮电信重组的完成，中国电信业由六大运营商 （中国移动、 中国电信、中国网通、中国联通、中国铁通、中国卫通）重组成了中国移动、中 国联通、中国电信三家综合运营商。每家运营商都可从事固定电话、移动电话、 宽带业务等，也即全业务。全业务的运营标志着各大电信运营商一场惨烈的撕杀 即将开始。 在全业务运营开始前，中国移动一枝独秀，其业务收入稳居所有电信运营商 之首，其雄厚的资本优势及全面的社会渠道优势在电信市场上左右逢源，而其他 几家运营商则惨淡经营。全业务的运营为其他运营商的绝地反击提供了展示的舞 台。在此背景下，上高电信如果还是依赖传统的营销模式和思维，则很难在今后 激烈的市场竞争中取胜。唯有改变营销模式和思维，通过引入先进的营销理念来 组织、指导一线市场的营销活动才有可能适 今后现代市场竞争的需要。通过对 上高电信所面临的经营现状及所面临的经营问题的研究分析，同时借鉴国外发达 国家（地区）的先进电信运营管理经验，结合上高电信市场的实际，阐述了适合 上高电信分公司的营销策略。 要对上高电信的现有营销模式进行创新；重点做好全员营销；以客户为中心 来做好渠道建设；在制定营销政策时注意差异化营销；在实际营销过程中推行关 系营销；重视客户的退出与流失；科学合理处理营销危机 （服务纠纷）；适时建 设及调整企业文化。 关键词：上高电信 市场营销 竞争 营销创新 1 Abstract Currently,with a new round of telecom recombination completed,six major operators in Chinas telecommunications in past(China Mobile, China Telecom, China Netcom, China Unicom, China Railcom, China Satcom)have become three main operators including China Mobile, China Telecom and China Unicom. Each operator can be engaged in fixed telephone, mobile phones, broadband services, which we can call them full-service .As a result,operating full-service will cause fierce competition among these operators. Before operating full-service,China mobile was very thriving and its business income stood in the first place among all operators. China mobile ever was very popular on the telecommunications market with advantage of its abundant fund and the advantages of a comprehensive social channels while other operators were hard in business. Full-service operating will provide chances for other operators in secureing more market shares.In this context,Telecom of the area of Shanggao will be difficult to win in the future market competition if it is still dependent