鄂尔多斯联通公司服务营销策略分析word论文.docxVIP

combinationwithChinastelecommunicationsindustry,servicefeatures,fromaconsumer pointofview,thecostpointofview,convenientangle,angleofcommunication, competitionandinnovationangleperspectiveofmarketingsituationanalysisofOrdos, ChinaUnicomservice,servicemarketingsystemtofurtherclarifytheexistingproblems anddeficiencies.Meanwhile,theuseoftraditionalSWOTanalysis,OrdosUnicomfacing internalandexternalmarketingenvironment,challengesandopportunitiesin-depth analysis,anduseitasbackground,proposedconsumersegment,costcontrol,convenient servicemarketing,servicemarketingcommunicationsservicemarketingandservice marketinginnovationcompetitionsixstrategiesaimedatimplementationservicesthrough newmarketingstrategytopromotetheOrdosUnicomtoachieveanewleapandupgrade in the future.Keywords: Services MarketingTacticsErdosUnicom Company目录第一章绪论........................................................11.1研究背景及意义..............................................11.2研究的方法..................................................21.3主要研究内容及研究思路......................................21.3.1 论文研究的内容.......................................21.3.2 本文将解决的关键问题.................................31.3.3 研究思路.............................................3第二章服务营销理论概述............................................42.1服务营销的概念与特征........................................42.2服务营销与传统市场营销的区别................................42.3服务营销理论的发展..........................................52.4服务营销6C理论6第三章鄂尔多斯联通服务营销现状分析................................93.1鄂尔多斯联通概况............................................93.2鄂尔多斯联通服务营销现状....................................93.3鄂尔多斯联通服务营销体系存在的问题.........................113.3.1 从消费者角度看—消费者细分严重不足..................123.3.2 从成本角度看—综合成本考虑不全面....................123.3.3 从便利角度看—渠道服务能力欠缺......................133.3.4 从沟通角度看—与消费者沟通不畅......................143.3.5 从竞争角度看—竞争能力仍待加强......................143.3.6 从创新角度看—缺乏常效创新机制......................15第四章鄂尔多斯联通营销环境分析...................................16第五章鄂尔多斯联通服务营销策略....................