上海电信大客户营销策略分析研究.pdfVIP

上海电信大客户营销策略研究 摘 要 经过多年的改革，中国的电信业已从垄断逐步走向了开放。由此而 来的问题是企业如何面对日益激烈的市场竞争。而大客户作为企业利润 的主要贡献者，对电信业务收入的增长，以及企业未来的发展都有着举 足轻重的作用。如何根据大客户的需求特点，制定有针对性的营销策略， 是上海电信大客户营销工作中必须直面的现实问题。 本文从上海电信大客户营销的基本概念入手，对客户定义、服务组 织构架、渠道管理体系等方面做了详细的介绍。文章紧接着对上海电信 大客户营销现状进行了分析，着重阐述了上海电信的企业战略目标、大 客户营销现状，以及现阶段大客户营销存在的问题。文章随后从宏观环 境、微观环境两个方面，对上海电信大客户营销的环境做了分析，并归 纳了上海电信大客户营销的优势、劣势，以及潜在的机遇和威胁。最后， 文章根据4P 营销理论，结合大客户营销的特点，从产品、价格、渠道、 行业细分客户营销策略和服务创新五个方面对大客户营销策略做了论 述。 本文所作的研究，既是对当前实际应用的电信大客户营销策略的整 理和归纳，又是对其进行的改进与完善。希望本文能为电信运营商大客 户营销工作的开展提供一定的参考和借鉴。 关键词：上海电信，大客户营销，4P 营销，服务创新 THE RESEARCH ON VIP CUSTOMERS’ MARKETING STRATEGY OF SHANGHAI TELECOM ABSTRACT After years of reorganization, China’s telecom industry has been gradually shaped from monopoly to an open market. How to succeed in this far more competitive market has becoming a big problem faced by China’s telecom operators. Mean while, as a major source of profit, VIP customers’ market plays an important role in the growth of total revenue and influence the future development of telecom operators. So, it is important and necessary for Shanghai Telecom to make specific marketing strategies according to the requirements of VIP customers. Beginning with the concepts of VIP customers marketing of Shanghai telecom, the article made a detailed introduction about the definition and classifying of the VIP customers, the instruction of service departments and management of sales channel for the VIP customers. Then the article analysis the strategic target of Shanghai Telecom and the current situation on the VIP customers’ marketing. The article also points out the problems existing in VIP customers’ marketing of Shanghai Telecom. Then the article continues to analysis the macroscopic and microscopic circumstances faced by Shanghai Telecom on VIP customers’ marketing and summarize the competitive advan