x省电信公司通用积分业务开发研究工商管理专业论文.docxVIP

X省电信公司通用积分业务开发研究摘要 X省电信公司通用积分业务开发研究 摘要 随着价格竞争和技术替代等因素的影响，传统的基础固话业务己不可 避免地步入了加速下滑的趋势，挽救固网电信的唯一出路就是从传统的电 信运营商向综合信息服务商转型，“号码百事通’’业务就是一个全新的探 索。但是，号码百事通在提高客户的业务黏性上还有一定的欠缺，而通用 积分业务模式则很好地解决了这个问题。 本文通过对X公司所处的外部营销环境和内部各类资源的深入剖析， 以及对当地经济、人口和消费情况的数据分析，认为X公司机遇与挑战并 存，必须坚持转型战略，强化创新体系，充分发挥现有的资源优势，大力 开发创新的转型产品。 当地的经济发展潜力以及消费市场和新一轮消费升级的数据表明，通 用积分业务的目标市场容量很大，对客户进行的业务需求问卷调查统计数 据也充分表明这项业务很受客户欢迎，业务发展潜力不可低估。 本文最后研究了通用积分业务发展的产品设计、业务定价、渠道选择 和促销推广的营销策略，并对该业务的运营实施提出了相关设想。 关键词：电信通用积分业务开发 The The Study of General Integral Service Development For X Telecommunication Company ABSTRACT With the influences of price competition，technology substitution and other factors，the traditional fixed．1ine business has inevitably entered the accelerated downwaM trend．The only way to save the fixed．1ine telecom iS restructuring from the traditional telecom operator to integrated information service provider．The ”number know．all”business is a new exploration．However，number know．all has some lack in enhancing the business stickiness of customers，and the general integral business model is a good solution to this problem． Based on the in-depth analysis of external marketing environment in which X company delies and internal various resources which X company has，through the data analysis of the local economy，population and consumption，the X Company exists both opportunities and challenges．It must insist to the strategy in transition，strengthen the innovation system．It should also give full play to the advantage of existing resources and develops the innovative products． The local economic development potential，the datas of consumer market and new round of upgrading consumption indicate that the goal market capacity of integration business is very big．The customer’S business needs survey statistics also show that the business gains the customer popularity very much．The business development potential can not be underestimated． Finally，The article studies the marketing strategy of product design，business pricing， chan