本文關(guān)鍵詞：株洲電信分公司服務(wù)營(yíng)銷策略研究　出處：《湖南大學(xué)》2006年碩士論文　論文類型：學(xué)位論文

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【摘要】： 信息產(chǎn)業(yè)發(fā)展至今已經(jīng)進(jìn)入第四次浪潮,伴隨以內(nèi)容和應(yīng)用為中心時(shí)代的來(lái)臨,傳統(tǒng)的以網(wǎng)絡(luò)為中心的時(shí)代即將走到盡頭,傳統(tǒng)的競(jìng)爭(zhēng)手段,如廣告、渠道、價(jià)格等都不再是決定性的因素,唯有以客戶需求為導(dǎo)向,提高服務(wù)質(zhì)量,創(chuàng)造服務(wù)品牌才能支撐企業(yè)的持續(xù)發(fā)展。高水平的客戶服務(wù)是電信運(yùn)營(yíng)商做強(qiáng)的重要保證,電信運(yùn)營(yíng)商之間競(jìng)爭(zhēng)的焦點(diǎn)正從網(wǎng)絡(luò)資源的競(jìng)爭(zhēng)向差異化的服務(wù)競(jìng)爭(zhēng)轉(zhuǎn)變,服務(wù)已成為電信市場(chǎng)營(yíng)銷組合中舉足輕重的要素。 目前,株洲市電信行業(yè)競(jìng)爭(zhēng)異常激烈,株洲電信分公司只有采取并運(yùn)用科學(xué)合理的市場(chǎng)服務(wù)營(yíng)銷策略才能在激烈的市場(chǎng)競(jìng)爭(zhēng)中求得生存和發(fā)展。這些因素客觀上要求企業(yè)充分發(fā)揮自身優(yōu)勢(shì),制定和實(shí)施具有競(jìng)爭(zhēng)性的服務(wù)營(yíng)銷策略,不斷創(chuàng)新和完善公司服務(wù)營(yíng)銷體系,為公司總體戰(zhàn)略實(shí)現(xiàn)服務(wù)。 本文從宏觀、微觀這兩個(gè)層面分析了株洲電信分公司面臨的市場(chǎng)營(yíng)銷環(huán)境。在此基礎(chǔ)上,結(jié)合株洲電信分公司的現(xiàn)狀,利用SWOT分析工具詳細(xì)分析了株洲電信分公司導(dǎo)入服務(wù)營(yíng)銷的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)以及所面臨的威脅。然后,在市場(chǎng)細(xì)分的基礎(chǔ)上,提出了建立差異化服務(wù)戰(zhàn)略的構(gòu)想,并設(shè)計(jì)了差異化服務(wù)營(yíng)銷策略組合。 在差異化服務(wù)戰(zhàn)略的指導(dǎo)下,利用服務(wù)營(yíng)銷理論以及關(guān)系營(yíng)銷等相關(guān)理論,從內(nèi)、外兩部分構(gòu)建了株洲電信分公司服務(wù)營(yíng)銷體系。其中,外部營(yíng)銷策略包括產(chǎn)品、渠道、促銷、服務(wù)有形展示、服務(wù)過(guò)程等;內(nèi)部營(yíng)銷策略包括以尊重的態(tài)度對(duì)待員工、讓每塊金子都發(fā)光的用人哲學(xué)、全方位的激勵(lì)理念等。 最后,從組織、人員、流程、服務(wù)質(zhì)量管理以及支撐系統(tǒng)等方面對(duì)服務(wù)營(yíng)銷策略的貫徹、實(shí)施進(jìn)行全方位的保障,不斷創(chuàng)新和完善公司服務(wù)體系,提高客戶滿意度和忠誠(chéng)度。 本文以株洲電信分公司為對(duì)象,通過(guò)層層深入分析,提出一套較為實(shí)用的服務(wù)營(yíng)銷策略,希望本文的研究能為電信企業(yè)的管理者提供一定的參考。
[Abstract]:The development of information industry has entered 4th waves, along with the advent of the era of content and application as the center, the traditional network-centric era is coming to an end, the traditional means of competition, such as advertising, channels. Price is no longer the decisive factor, only customer demand oriented, improve the quality of service. The creation of service brands can support the sustainable development of enterprises. High level of customer service is an important guarantee for telecom operators to strengthen. The focus of competition among telecom operators is changing from the competition of network resources to the competition of differentiated services. Service has become a decisive factor in the telecom marketing mix. At present, Zhuzhou telecom industry competition is extremely fierce. Zhuzhou Telecom Branch only adopt and use scientific and reasonable marketing strategy in order to survive and develop in the fierce market competition. These factors objectively require enterprises to give full play to their own advantages. To formulate and implement competitive service marketing strategies, to continuously innovate and improve the company's service marketing system, and to serve the overall strategy of the company. This paper analyzes the marketing environment of Zhuzhou Telecom Branch from the macro and micro aspects. On this basis, combined with the status quo of Zhuzhou Telecom Branch. This paper analyzes the advantages, disadvantages, opportunities and threats faced by Zhuzhou Telecom Branch in detail by using SWOT analysis tools. Then, on the basis of market segmentation. This paper puts forward the conception of establishing the differentiated service strategy, and designs the combination of the differentiated service marketing strategy. Under the guidance of differentiated service strategy, using the service marketing theory and relationship marketing theory, the paper constructs the service marketing system of Zhuzhou Telecom Branch from the internal and external parts. External marketing strategies include product, channel, promotion, service tangible display, service process, etc. Internal marketing strategies include a respectful attitude towards employees, let each piece of gold shining philosophy of employment, all-around the concept of incentives. Finally, from the organization, personnel, process, service quality management and support system and other aspects of the implementation of service marketing strategies, the implementation of all-round protection, innovation and improvement of the company's service system. Improve customer satisfaction and loyalty. In this paper, Zhuzhou Telecom Branch as the object, through layers of in-depth analysis, put forward a set of more practical service marketing strategy, I hope this study can provide a certain reference for the managers of telecom enterprises.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：F626

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 歐昶;南京廣電寬帶業(yè)務(wù)營(yíng)銷策略研究[D];南京理工大學(xué);2009年

2 韓麒道;懷化電信農(nóng)村市場(chǎng)服務(wù)營(yíng)銷策略研究[D];中南大學(xué);2010年

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本文編號(hào)：1430171