电信行业营销评估研究及案例分析工商管理专业论文.docxVIP

电信行业营销评估研究及案例分析摘要 电信行业营销评估研究及案例分析 摘要 本文试图运用管理学的基础理论知识，结合一系列具有典型代表意义 的，涉及话音、宽带等主要电信产品的实战案例分析，总结、提炼出电信运 营商在营销评估方面的体系、流程和可借鉴运用的方法。营销评估是电信运 营商在市场竞争充分环境下精确营销的一个有机部分，它与营销策划、营销 执行共同组成精确营销的闭环，是精确营销的保证，是电信运营商在当前正 在摸索研究但是还没有形成固定体系的对企业发展具有重要影响作用的工 作之一。由于电信行业属于高科技的服务行业，其本身的特性决定了营销评 估的复杂性和高难度。对电信行业营销评估进行系统的研究和总结，并且将 其与电信企业的营销实际有机结合，对于提高企业核心竞争力是十分有意义 的。本文根据营销方案的生命周期，通过理论和实践相结合的方法，重点阐 述了营销方案的预评估、后评估以及全程评估的流程、指标、内容和方法， 旨在提出一套具有现实可操作性的营销评估的体系。 关键词：电信行业、营销评估、案例分析 RESEARCH RESEARCH oN MARKETING ASSESSMENT oF TELECOM INDUSTRY AND CASE STUDY ABSTRACT The paper attempts to refine and summarize the system，the process and useful methods in the marketing assessment conducted by tel ecom operators． based on the fundamental management theory and combined with a list of typical case study on the major telecom products such as broadband and speech． As a component part of exact marketing under the full competition in the telecom market，marketing assessment，together with marketing planning and marketing execution，composes the closed loop of exact marketing．Functioning as guarantee of the exact marketing，marketing assessment which sheds significant impact on the business development constitutes one of the tasks which telecom operators currently investigate but have not formed a wide—accepted system yet．Telecom industry belongs to high technological service industry and its features define the complicity and high difficulty of marketing assessment．Systematic research and summarization on marketing assessment in the telecom industry,combined with the marketing practice of telecom enterprises，would shed lights on enhancing the core competitiveness of telecom enterprises．According to the life circle of a marketing scheme and by integration of theory and practice，the paper elaborates such aspects as pre—assessment and post—assessment of a marketing scheme and the process， index，content and methodology of full assessment，and aims at offering a feasible system of marketing assessment． KEY WORDStelecom