中国电信临漳分公司营销策略研究

论文编号:GS181  论文字数:16659,页数:28 附任务书,开题报告,文献综述

摘  要
 中国电信集团公司成立于2002年，是我国特大型国有通信企业，连续多年入选“世界500强企业”，主要经营固定电话、移动通信、互联网接入及应用等综合信息服务。在追求企业价值增长的同时，中国电信集团公司坚持企业与社会、环境及利益相关者和谐共生，认真履行企业社会责任。随着国家2008年新一轮电信体制改革和2009年初发放第三代移动通信（3G）牌照，中国电信集团公司迎来了全业务经营和3G发展的新机遇、新挑战。
 本论文通过对有效的市场营销策略研究，建立临漳分公司和客户协调友好的关系，对于实现客户价值最大化、临漳分公司利益最大化以及临漳分公司核心竞争力的提高有着相当重要的指导意义。
 并且分别对竞争对手移动、联通为研究对象，对中国电信临漳分公司提出了一些相关的需要解决的和待解决的问题,深入的了解市场，分析市场，制定相关的市场营销策略。本论文以市场为体系，以现有的顾客以及潜在的顾客为研究对象,通过现场寻查,在此基础上,通过对市场细分的研究,建立了临漳分公司市场营销策略模式。在新的起点上，对于该公司的客户价值管理具有直接的指导作用,对于其他的移动通讯运营商具有一定的参考价值！这就要求公司制定有效的市场营销策略。

  关键词：中国电信；营销；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
目 录
1绪 论 1
1.1研究的背景与意义 1
1.2研究内容 1
2 市场营销策略相关理论简述 3
2.1市场营销策略产生背景 3
2.2市场营销策略的概念、内容与现实意义 4
3 中国电信临漳分公司所面临的现状 6
3.1中国电信临漳分公司简介 6
3.2中国电信临漳分公司产品分类与分析 9
    3.3中国电信临漳分公司市场营销策略存在的问题分析  8
4 竞争对手及国家政策法规 10
4.1竞争对手 12
4.2国家政策法规 14
5 临漳分公司的市场营销策略方案设计 18
5.1目标市场定位 18
5.2 4P策略 18
结束语 22
参考文献 23
致 谢 24

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