中國(guó)電信臨漳分公司營(yíng)銷策略研究

工商管理論文編號(hào):GS181  論文字?jǐn)?shù):16659,頁數(shù):28 附任務(wù)書,開題報(bào)告,文獻(xiàn)綜述

目 錄
1緒 論 1
1.1研究的背景與意義 1
1.2研究?jī)?nèi)容 1
2 市場(chǎng)營(yíng)銷策略相關(guān)理論簡(jiǎn)述 3
2.1市場(chǎng)營(yíng)銷策略產(chǎn)生背景 3
2.2市場(chǎng)營(yíng)銷策略的概念、內(nèi)容與現(xiàn)實(shí)意義 4
3 中國(guó)電信臨漳分公司所面臨的現(xiàn)狀 6
3.1中國(guó)電信臨漳分公司簡(jiǎn)介 6
3.2中國(guó)電信臨漳分公司產(chǎn)品分類與分析 9
    3.3中國(guó)電信臨漳分公司市場(chǎng)營(yíng)銷策略存在的問題分析  8
4 競(jìng)爭(zhēng)對(duì)手及國(guó)家政策法規(guī) 10
4.1競(jìng)爭(zhēng)對(duì)手 12
4.2國(guó)家政策法規(guī) 14
5 臨漳分公司的市場(chǎng)營(yíng)銷策略方案設(shè)計(jì) 18
5.1目標(biāo)市場(chǎng)定位 18
5.2 4P策略 18
結(jié)束語 22
參考文獻(xiàn) 23
致 謝 24

摘  要
 中國(guó)電信集團(tuán)公司成立于2002年，是我國(guó)特大型國(guó)有通信企業(yè)，連續(xù)多年入選“世界500強(qiáng)企業(yè)”，主要經(jīng)營(yíng)固定電話、移動(dòng)通信、互聯(lián)網(wǎng)接入及應(yīng)用等綜合信息服務(wù)。在追求企業(yè)價(jià)值增長(zhǎng)的同時(shí)，中國(guó)電信集團(tuán)公司堅(jiān)持企業(yè)與社會(huì)、環(huán)境及利益相關(guān)者和諧共生，認(rèn)真履行企業(yè)社會(huì)責(zé)任。隨著國(guó)家2008年新一輪電信體制改革和2009年初發(fā)放第三代移動(dòng)通信（3G）牌照，中國(guó)電信集團(tuán)公司迎來了全業(yè)務(wù)經(jīng)營(yíng)和3G發(fā)展的新機(jī)遇、新挑戰(zhàn)。
 本論文通過對(duì)有效的市場(chǎng)營(yíng)銷策略研究，建立臨漳分公司和客戶協(xié)調(diào)友好的關(guān)系，對(duì)于實(shí)現(xiàn)客戶價(jià)值最大化、臨漳分公司利益最大化以及臨漳分公司核心競(jìng)爭(zhēng)力的提高有著相當(dāng)重要的指導(dǎo)意義。
 并且分別對(duì)競(jìng)爭(zhēng)對(duì)手移動(dòng)、聯(lián)通為研究對(duì)象，對(duì)中國(guó)電信臨漳分公司提出了一些相關(guān)的需要解決的和待解決的問題,深入的了解市場(chǎng)，分析市場(chǎng)，制定相關(guān)的市場(chǎng)營(yíng)銷策略。本論文以市場(chǎng)為體系，以現(xiàn)有的顧客以及潛在的顧客為研究對(duì)象,通過現(xiàn)場(chǎng)尋查,在此基礎(chǔ)上,通過對(duì)市場(chǎng)細(xì)分的研究,建立了臨漳分公司市場(chǎng)營(yíng)銷策略模式。在新的起點(diǎn)上，對(duì)于該公司的客戶價(jià)值管理具有直接的指導(dǎo)作用,對(duì)于其他的移動(dòng)通訊運(yùn)營(yíng)商具有一定的參考價(jià)值！這就要求公司制定有效的市場(chǎng)營(yíng)銷策略。

  關(guān)鍵詞：中國(guó)電信；營(yíng)銷；策略
China Telecom Marketing StrAtegy Branch of Lin Zhang
Abstract
   Chinese Telecom Munication Group Company had been established in 2002, Is Our country Extra large type State-owned Correspondence Enterprise, Relates many year being selected “the world 500 strong enterprises”, main management fixed telephone, mobile communication, Internet turning on and application and so on comprehensive information service. Grows which during the pursue enterprise value, Chinese Telecommunication Group Company persisted the enterprise and the society, the environment and the benefit counterparts harmonious par agenesis, fulfills the enterprise society responsibility earnestly.
   As our country informationization construction main army, Chinese Telecommunication Group Company exerts oneself the development and the promoted informationization application, causes the informationization achievement benefit and the social various professions and broad masses diligently. Was successively more than 20 professions and the general enterprises provides the pointed informationization solution, the service domain has developed from the foundation correspondence to the system integration, the network security, the video frequency conference, the video frequency monitoring, outside the data central trust, the call center and the network maintenance the package, the network management, the disaster backup, aspects and so on synthesis information consultant; Fulfills the telecommunication popularization service obligation earnestly, serves positively " three agricultural ", persisted the advancement “the village telephones” the project and “thousand to ten thousand villages” the informationization demonstration project, the realization “three electricity goes to the country” the promoted work; On own initiative provides “basic necessities of life for the general common people to use” and so on the aspect comprehensive information services, for the impetus informationization and the industrialization fusion, speeds up the countryside informationization construction, reduces the city and countryside numeral gap, the convenient common people enjoyed the information new life to make should have the contribution.
   In 2008 the new turn telecommunication organizational reform and at the beginning of 2009 provided the third generation along with the country the mobile communication (3G) license plate, Chinese Telecommunication Group Company has welcomed the entire account executive and the 3G development new opportunity, the new challenge. In the new beginning, the enterprise marketing strategy formulation is very important!

Key words:Chinese telecom munication;Group marketing present;Global strategy