山西电信企业差异化营销分析-工商管理专业论文.docxVIP

第一章导论 第一章导论 1 1 摘 要 自从我国电信市场打破垄断、引入竞争以后，市场结构发生了根本性的变化， 由完全垄断经营演变为多家大型运营商并存的局面。目前，电信行业由于电信资 费大幅下调、电话初装费和附加费的取消使得电信收入急剧下降，加上业务内容 和服务品种的相似性使得异质竞争加剧，同质化趋势严重，ARPU 持续下滑，增 量不增收已经成为普遍现象。另外，南北拆分、领导层互换等因素的影响也给电 信行业的发展造成一定的影响，使整个行业面临前所未有的生存和发展压力。 在开放的市场环境中，我国电信企业要想在竞争中获得优势不外乎两种途径 即：差异化策略和低价策略。电信行业作为一个资金技术密集型行业，规模宏大 先期投入较高，而且各企业在业务创新能力、市场营销能力及客户服务能力等诸 方面存在缺陷，使得今天的电信企业必须走差异化之路，开展市场细分，及时掌 握市场动态，通过营销创新实现差异化，形成自己的差异化优势。 目前，电话业务增长迅速，宽带接入是发展的重点，增值业务是带动电话和 宽带发展的纽带，而差异化营销则是推动这三种业务进入快速道的工具和手段。 今后电信产业仍将持续增长，并继续成为带动国民经济发展的重要力量。山西的 通信能力作为山西经济发展水平的标志之一，发展水平如何一定程度上代表着山 西高科技发展水平，在“数字山西”建设使命中发挥着基础性、先导性、战略性 的作用。因此，处理好山西电信企业营销问题对于山西经济的腾飞和数字化建设 十分重要。 关键词：市场细分, 差异化营销, 竞争优势, 同质化, 异质化 山西电信企业差异化营销研究 山西电信企业差异化营销研究 Homogeneity, Homogeneity, Heterogeneous 2 ABSTRACT Since the market of telecommunication in our country breaks the monopoly, introducing the competition，the structure of market has changed fundamentally. Competition situation has developed from the totally monopolized to the situation that many large-scale operators coexist. The reason of telecommunication trade’s profit dropping sharply is that the telecommunication expenses has been reduced and the first time containing fee and extra charges are cancelled by a wide margin .In addition, business content and service’s similarity make heterogeneity competition aggravated, homogeneity trend aggravated, the value of ARPU gliding continuously. So, increasing number but not increasing value already becomes the general phenomenon. In addition, north and south’s dividing up, every enterprise’s leaders who are exchanged etc. all those factors that cause certain influence to the development of telecommunication trade, which make the whole trade face unprecedented the pressure of existence and development. In the open market environment, our country’s telecommunication enterprises which want to obtain the advantage in the competition, there are only two kinds of ways: different tactics and low price tactics. The tel