上海电信大客户营销策略研究.pdf-硕士论文.pdf

上海交通大学
硕士学位论文
上海电信大客户营销策略研究
姓名:赵兴玮
申请学位级别:硕士
专业:工商管理
指导教师:吕巍
20080113
上海电信大客户营销策略研究

摘要

经过多年的改革,中国的电信业已从垄断逐步走向了开放。由此而
来的问题是企业如何面对日益激烈的市场竞争。而大客户作为企业利润
的主要贡献者,对电信业务收入的增长,以及企业未来的发展都有着举
足轻重的作用。如何根据大客户的需求特点,制定有针对性的营销策略,
是上海电信大客户营销工作中必须直面的现实问题。
本文从上海电信大客户营销的基本概念入手,对客户定义、服务组
织构架、渠道管理体系等方面做了详细的介绍。文章紧接着对上海电信
大客户营销现状进行了分析,着重阐述了上海电信的企业战略目标、大
客户营销现状,以及现阶段大客户营销存在的问题。文章随后从宏观环
境、微观环境两个方面,对上海电信大客户营销的环境做了分析,并归
纳了上海电信大客户营销的优势、劣势,以及潜在的机遇和威胁。最后,
文章根据 4P 营销理论,结合大客户营销的特点,从产品、价格、渠道、
行业细分客户营销策略和服务创新五个方面对大客户营销策略做了论
述。
本文所作的研究,既是对当前实际应用的电信大客户营销策略的整
理和归纳,又是对其进行的改进与完善。希望本文能为电信运营商大客
户营销工作的开展提供一定的参考和借鉴。

关键词:上海电信,大客户营销,4P 营销,服务创新
THE RESEARCH ON VIP CUSTOMERS’ MARKETING
STRATEGY OF SHANGHAI



ABSTRACT



After years of anization, China’s industry has been gradually
shaped from monopoly to an open market. How to eed in this far more
competitive market has ing a big problem faced by China’s
operators. Mean while, as a major source of profit, VIP customers’ market
plays an important role in the growth of total revenue and influence the future
development of operators. So, it is important and necessary for
Shanghai to make specific marketing strategies according to the
requirements of VIP customers.
Beginning with the concepts of VIP customers marketing of Shanghai
, the article made a detailed introduction about the definition and
classifying of the VIP customers, the instruction of service departments and
management of sales channel for the VIP customers. Then the article analysis
the strategic target of Shanghai and the current situation on the VIP
customers’ marketing. The article also points out the problems existing in
VIP customers’ marketing of Shanghai . Then the article continues
to analysis the macroscopic and microscopic circumstances faced by
Shanghai on VIP customers’ marketing and summarize the
competitive advantages and disadvantages as well as the potential
opportunities an