【作者】 孙超；

【导师】 谭克虎；

【作者基本信息】 北京交通大学 ， 工商管理， 2008， 硕士

【摘要】 2007年是中国电信行业快速发展的一年,各大运营商、众多虚拟运营商以及增值业务提供商进行的商业化运作逐步成熟,竞争格局十分严峻。中国网通山东分公司作为山东省的主导运营商,也积极地参与到了白热化的竞争中去,通过对数据支撑、市场投放、售后服务、客户关怀等多方面的核心能力的对战,中国网通山东分公司没有如愿以偿的得到规划的市场份额,未完成计划的销售目标,甚至出现了收入和业务的负增长状况。经调查,通过高端访谈和业务常务工作交流后发现,出现业务负增长情况的原因有许多,其中的问题有的来自数据支撑,有的来自管理体制,有的来自发展战略,但更多的则是来自经营管理和营销策略。经过历时五个月的信息材料整理、逻辑结构编排和具体数据采编,本文谱写了七章内容,分别阐述了市场营销理论,分析了中国网通山东分公司的内、外部营销环境,透视了中国网通山东分公司的市场竞争和市场细分状况,最终给予了从营销理念到渠道策略的一揽子营销策划方案。本文从多个角度对中国网通山东分公司当前的营销策略存在的问题进行了分析和归纳,通过中国网通山东分公司这个实际企业的现象,抓住了中国电信行业营销策略存在部分问题的本质,为下一步更好的建设山东省电信行业打下了坚实基础,并丰富了我国电信行业营销策略理论。更多还原

【Abstract】 2007, telecommunication industry of China has been quickly developing in this year. The business operations of main telecom providers, virtual telecom providers and value-add service providers are getting into more and more mature, competition situations are severe. As leading service provider, China Network Communication corporation (CNC) Shandong Branch positively join the tough competitions, by fighting on data supports, market operations, after-sales services and customer care, CNC Shandong branch has not get the strategic market share, not achieved the planned sales targets, moreover, their business are getting to shrink.After investigations, by talking with marketing leaders and sales managers, we are aware of that the matter of business shrink has lots of reasons which are especially on account of data supports, management systems, developing strategies and marketing tactics as well.Through 5 months hard works, I have finished information sum-up, logic structure arrangement and statistics collections for this thesis, which has 7 chapters totally, separately describe marketing theory, analyze the external and internal marketing circumstances, penetrate into CNC Shandong branch’s competitions and finally bring up the entire solution for marketing strategy and channel system.Thesis analyzes and concludes the matters of CNC Shandong branch has on marketing strategy aspect with multiple angles, grasp the essence of marketing strategy of china telecommunication industry by adopting the real phenomenon of CNC Shandong branch, build up the solid foundation for carrying out future’s works and enrich the marketing theory subjects of our country.更多还原