运营商政企客户市场战略竞争优势探究.doc

运营商政企客户市场战略竞争优势探究 　　摘要：随着通信行业竞争的加剧，三大运营商都把政企客户的争夺作为重要的竞争领地。竞争战略的博弈推进行业的发展和演进，决定运营商竞争地位是否有利、是否持久。中国电信、中国联通政企客户策略已经成功转身，由固网切入转变为固网+行业信息化，并建立了与之配套的营销体系，吸引更成熟的行业合作伙伴加入；面对两大运营商在政企市场的进攻，中国移动成立了政企分公司，综合运用各种防御性竞争策略，同时也利用移动+行业信息化的策略进行反击。 中国移动把集团客户竞争定义为“客户价值的提升”，更关注政企信息化收入和市场的占有份额；中国电信制定了“中高端客户差异化”的政企发展策略；中国联通也把政企客户当作全业务竞争的助推器和打败对手的利剑。本文介绍了政企客户的重要性和政企客户市场的服务领域，分析了中国联通在市场竞争中具备的优势，并提出了建立政企客户市场竞争优势的策略。 关键词：运营商；政企客户；市场战略；联通 Abstract: with the communications industry competition intensifies, the three operators have competition for enterprise customers as a important competitive domain. Competitive strategy of the game to promote industry development and evolution, to determine whether operators competitive position is good, durable. China telecom, China unicom strategy has successfully turned to enterprise customers, by the fixed network transformation of fixed network + industry informatization, and set up the marketing system of form a complete set, attract a more mature industry partners to join; Facing the attack of the two operators in the enterprise market, China mobile set up branch of government and enterprises, the integrated use of various defensive competitive strategy, at the same time use mobile + industry informatization strategy to fight back. China mobile group clients competition is defined as “customer value”, pay more attention to enterprise information-based revenue and market share; High-end customers in China telecom has established “differentiation” of the enterprise development strategy; China unicom is also the enterprise customers as a whole business competition booster and defeat the opponent’s sword. This paper introduces the importance of enterprise customers and enterprise customers market services, analyzes the China unicom advantage in market competition, and put forward the establishing enterprise customers marketing strategy of competitive advantage. Key words: operators; Enterprise customers; Market strategy; Unicom 中图分类号：F626.