浅析电信企业的营销管理.doc

中文摘要
自2002年5月电信分拆之后,我国电信市场的竞争愈演愈烈,营销对于电信市场竞争的作用也日显重要。以中国电信、中国网通、中国移动、中国联通等为首的电信运营商在中国的电信市场上你争我夺, 电信企业的角色也正从运营商向服务商转变。
随着中国电信行业竞争格局的形成,品牌已经成为了主导运营商的竞争利器,品牌资产是电信运营商创造和维持可持续竞争优势的资源,如何全方位的打造品牌的优势和对消费者的吸引力,则成为了当前和今后一段时期运营商的一项系统工作。
除了品牌战略的实施,作为电信行业的各主体运营企业在挖掘潜在市场扩大现有市场份额的同时,如何确保现有市场份额、留住老客户,提高客户忠诚度,成为企业处于日趋激烈的市场竞争环境下能够立于不败的关键所在。
另外,电信竞争已从传统的物理网络建设等转移到业务创新。为了消解竞争,确立优势并在市场中取得胜利,各运营商争锋相对,互相推出类似的竞争性业务。电信企业应对这些市场挑战的重要策略之一就是可以通过实施营销再造,创建以市场为导向、以客户为中心、以效益为目标的新的营销管理体系,培育出具有竞争优势的且可持续的营销能力。
关键词: 品牌营销客户忠诚度营销能力营销再造营销策略
Abstract
After the division of China munication in May,2002, petition of the market of our country e more and more drastic, the function that marketing contribute to the petition e more and more important day by day. The role of enterprises are changing from operation to service.
Competed the formation of the structure and form along with the Chinese profession, the brand has e the predominance carries camp pany'petition sharp weapon, brand property is advantage that the resources that the carries camp pany creates to can keep on petitive advantage with maintaining, how to create the brand all-directions with to the attraction of the consumer, then e the front with from now on a period carries camp pany's a system work.
Moreover, the petition have changed the business from traditional work developments etc. creative. The business enterprise replies the one of the important strategies that these markets challenge is to pass to put into practice the marketing give a new life, creating to set up to regard market as to leads to, regard customer as the center, with performance for target of new marketing management system, grow to have petitive advantage of and the marketing ability that can keep on.
Key words: Brand marketing Loyalty of customer
Marketing ability Marketing recreation
Marketing strategy
浅析电信企业的营销管理
美国的一位市场策略专家曾有言:“拥有市场比拥有工厂更重要。”企业的决策层不懂市场营销就无法领导和维持企业的生存和发展。市场营销就是在变化的市场环境中,旨在满足消费需要,实现企业目标的商务活动过程,包括市场调研、选择目标市场、产品开发、产品定价、渠道选择、产品促销、提供服务等一系