联通大客户营销策略研究-工商管理专业论文.docxVIP

在对中国联通大客户营销现状和问题分析的基础上，立足于麦肯 在对中国联通大客户营销现状和问题分析的基础上，立足于麦肯 锡公司的“7一S构架”理论，从战略实施、组织结构再造、营销队伍 建设和营销服务策略创新几个方面进行分析和研究，指出中国联通应 该在面向企业战略的大客户目标的指导下，充分发挥综合电信运营商 的业务优势，实施差异化的大客户营销服务策略，并通过关系营销、 建立和完善大客户关系管理系统等几个方面来提高大客户的满意度 和忠诚度。 关键词：联通电信大客户营销 Abst Abst ract Key accounts refer to those who are of strategic significance to the survival and development of telecommunication operators．Wi吐l Chinese telecommunication industry’S reform being deepened constantly,the competition pattern of the telecommunication market is changing deeply． In the face of key accounts bringing the big income and profit to telecommunication enterprises，key account marketing has already become the important mealls that the telecommunication operator seizes the commanding point of telecommunication market．As the latecomer of the domestic telecommunication market．CHDTA UNICOM faces the opportunities and challenges at the same time on the key accounts market． How to enhance key account marketing competence，strengthen the competitiveness，raise market share，has already become the most important thing of CHINA UNICOM’S managemem． Through analyzing the key account marketing current situation of CHINA UNICOM and existing problems，the author tries to use the theory knowledge studied and his experiences in practice to put forward pointedly the concrete countermeasure of improving the companys key accotmt marketing．The topic of the paper will be of certain directive significance to CHINA UNICOM，especially the practical work of key account marketing of branch companies． The author introduces the current situation and developing trend of the domestic telecommunication market，then the definition and classification of key accounts．Through analyzing key accounts’ consumption and demand feature，and using customer’S value model and SWOT analytical method，the author further studies the competitive environment of domestiC telecommunj cation and CHINA 15NICOM’S situation situation and existing problems of key accounts market