【作者】 刘勤；

【导师】 贾怀京；

【作者基本信息】 北京邮电大学 ， 工商管理， 2008， 硕士

【摘要】 本文试图运用营销管理学知识,从以下几个方面论述河南网通大客户营销策略。针对目前河南网通大客户投入高、风险大、传统语音业务和基础数据业务不断萎缩等特点,通过对当前电信产业及河南网通大客户情况分析,结合河南省经济发展和行业信息化的深入推进,提出河南网通大客户营销策略。研究河南网通大客户营销策略,对河南网通的企业转型,增强核心竞争能力,具有一定的现实意义。本文从河南网通大客户领域竞争环境分析入手,运用SWOT分析法、PEST分析法和波士顿分析法等多种手段,分析竞争环境,确定核心竞争能力和竞争关键因素,针对大客户行业的特点,提出组合营销方案。文中主要针对不同客户群的行业信息化发展制定了组合营销策略,分别为:农村信息化、政务信息化、金融信息化、企业信息化和教育信息化进行探讨和研究。通过对上述五种信息化方案进行研究,分别制定不同的组合营销策略。更多还原

【Abstract】 This paper tries to use knowledge of marketing management from the following areas discussed Henan Netcom major clients marketing strategy. In light of Henan Netcom major clients input high, the risks are great, traditional voice and basic data services, such as multi-continuous shrinkage characteristics of the current telecommunications industry through Henan Netcom major clients and the situation analysis, economic development and integration in Henan Province of the information industry - depth development of Henan Netcom to major clients marketing strategy. Henan Netcom major clients on marketing strategies, enterprises in Henan Netcom restructuring, and enhance core competitiveness, and have some practical significance. This paper from the field Henan Netcom major clients start of the competitive environment, use SWOT analysis, the Boston PEST analysis and analysis and other means to analysis of the competitive environment, the identification of core competitiveness and key competitive factors, in view of the characteristics of the customer industries, proposed Combination marketing programs. The main text of the different customer base of the development of the information industry developed a combination of marketing strategies, namely: rural information, and administrative information, financial information, business information and education information to explore and research. Based on the above information program conducted five studies were developed different combinations marketing strategy.更多还原