提高客户价值为宗旨的北郊电信市场营销战略及实施策略研究

上海交通大学硕士学位论文提高客户价值为宗旨的北郊电信市场营销战略及实施策略研究姓名：乐镔申请学位级别：硕士专业：工商管理指导教师：武邦涛20050326320053542005332005335WTO,,SWOT6TelefonicaNextel.,7THEMARKETINGSTRATEGYANDIMPLEMENTTACTICSOFNORTHTELECOMWITHPURPOSEOFIMPROVEMENTOFCUSTOMERVALUEAbstractBasedthedevelopmentandachievementofenterprisewithcostofhalfcenturypainstakingpractice,theSino-telecomshaveestablishedtheunderpinningindustryofnationaleconomy.WithinthedeeplyandprofoundlyChinamarketingopen,especiallyunderthecircumstanceofbecomingWTOcolleague,theTele-businesshadtofacetheglobalcompetitionandinternationalgamestandard.Thetraditionalmarketstructurederivedfromtheplanningeconomyhadbeencollapsed,themonopolypolicyofstrategicresourcehadexistnolonger,theforcefulcompetitorshadcrowdedinthelimitedmarketvolumefromtheoverseas,moreovertheinnovationofproductandtechnologyandthenovelcustomer’sdemandrapidlydevelopedeveryday.allabove,thatis,thesharpsituationforcetheSino-telecomstoarrangethenewstrategy,conductandadoptthemorefeasiblemarketingdetailedtacticsandimplementprocedure,whichisthecrucialpointtodeterminethefutureofcorporationdevelopment.RegardingtheNorthtelecomasthestudyobject,theanalysisprovidesthenovelmarketingstrategyandverifiesthestimulationofimplementtacticsviaobservingfeedback.Thethesisconsistssixchapters.Thechapter1describesthedevelopmentofSino-telecomsandbasicbackgroundofNorthtelecom;thechapter2appliestheSWOTtoweakprovisionofcorrespondingservice,theoutofdateofpromotionincurredthenegativeandcruelpricecompetition;thechapter3indicatesthemainproblem,whichrefertotheabsentofsystematicplanning,theshortofdefinitemarketingmodule,andthe8weakrecognitionofmarketdynamic;thechapter4learnsfromthesuccessfulexperienceoftherenownedTelefonicaandNextel,abstractsthecrucialpointsleadingtoaccomplishmentinmoderntelecombusiness,anddemonstratesthatthemarketingtacticsofNorthtelecomshouldfocusthecustomerexperience,andimprovementofcustomervalueandserviceeffectively;thechapter5concentratesintothenovelstrategy,whichconsiderstheimprovementofcustomerasthevitalpurposeofenterprise,andshouldbelocatedunderglobalinsight;finallythethesisanatomiesthedecisionsystemstructure,therestructurefrominteriortoexteriorresource,theadjustmentofoperation,andestablishmentofthecombinationbetweenforegroundandbackup,andconductsthefeasibilityofimplementendedasthedotofthestudy.ThethesiscanapplyandassisttheSinotelecom,whichisfacingthedilemmaandoperationdifficulty,toadapttheinteriorandexteriorcircumstance,toimprovethemarketingdegreesteadily,andtogaintheedgeunderthefierceglobalcompetition.Keywords:marketingstrategycustomervaluevitalpurposeadjustmentofoperationEMBA121.1:,,,80,,,,209090,1991~19962862,67%,,901.11998-2004(),20011211,,20011219,,,,,,,EMBA132004GDP2004952%200491381621427150.7386274.42004104316.813.35315.6,101.21999-2004EMBA141.3BTDoCoMoVodafone20031.181.41BTDoCoMoVodafone490046921.33BTDoCoMoVodafone.,WTO,,,,EMBA151.21.2.1(),602968.69249626132IPATMIDCICPICIP10060160114110119212.59,54.1816.871.2.2:()(),ATMNO.7780580EMBA16119188420021191473553.31.2.3:,2008,60020032500100200251670%30%10200441EMBA172.1WTO,,,,,,,,,,,,,,,,,,,,,,,,,,,.IP,,,,..,2.1.1EMBA182.1.2200330.720042003NGN16.2%2004123452003373G2004GSM20042004CDMA1X1102430CDMAEMBA19GSM/CDMA200412.2SWOT2.2.1.,,,..2.2.2.ITEMBA202.2.3.20082.2.4..:2.1SWOT-S:1..2.3.4.,-W:1.2.,3.4.-O1.2.20083.,SO:1.,2.WO:1.2.3.T-T1..2..3.ST:1.2.3.,.WT:1.2.3.EMBA213.1,.,,,,,.3.2,,ARPUEMBA22:17909100603.33.11.2.3.4.5..1.2.3.4.5.,,EMBA23EMBA244.1Telefonica2004Telefonica50041632003Telefonica98804370547020061.15Telefonica4.1.1Telefonica,4.1.2Telefonica40EBITDA31.3%,EMBA2520%.TelefonicaTelefonica4.1.3TelefonicaDOMOTICSTelefonica4.1.4Telefonica620025.1351.80%NTT3.39%1.69%1.23%1.47%Telefonica17004800Telefonica12%200620%EMBA264.1.5TelefonicaTelefonica4.2Nextel4.2.1NextelPPTNextelPTTPTTNextelPTT1993NextelNexteliDEN1995NexteliDENPTT/NextelPTTDirectConnectPTTPTTNextelARPUPTTNextel6010Nextel130090PTTPTT70600ARPUNextelNextelARPU707515%100%EMBA27NextelARPU25PTTPTTNextelARPUAT&TSprintPCSCingularVoiceStreamVerizonPTTARPUNextel2003Nextel2.1%SprintPCSAT&TCingularVerizonT-Mobile3.3%2.6%2.6%2.3%4.2%PTTPTT19992003Nextel18010001550NextelNextelIPNextelNextel,.4.2.2PTTPTTPTTPTTNextelPTTPTTSprintPCSVerizonPTTNextelNextelWASTPTT4.2.3.PTTNextelPTTVerizonNextelEMBA28Verizon57NextelVerizon0.52PTTNextelNextelVerizonNextelVerizonNextelPTTVerizonVerizonNextelVerizonNextelNextelNextel4.2.4.NextelPTTNextelPTTPTTPTTNextelPTT404500PTT500PTT0.150.35PTTPTTPTTPTTVerizon20400PTT4.2.5.NextelPTTPTTPTT40%PTT20%25%PTTPTTNextelNextelPTTNextelPTTNextelEMBA29NextelPTTNextelPTTPTTNextelPTTNextelPTT.EMBA30,,.5.11932.77%47.4%10010005.4/7.7%:1.:2.:3.:,.NTTEMBA315001000V=fabdeVabdeNTT,CRMIPEMBA32DDNDDN,1.,Transfix3519958%12%2.3.MBA5.2EMBA331234525%Paretorule1/2=/EMBA34=12EMBA35,1231120027Chinavnete22003eEMBA3632003120031121220%8080%3CRMCRMCRM,EMBA37512345.5.3ARPU,,800300200CTI168VoIPEMBA38webcallcenter800800211464kb/s2.5GEmailTSVODVoIPVODVoIPQQMSNVoIPVoiceOVERIPPSTNVoIPPSTNEMBA39VoIPICPISP80%10%ICP,,:EMBA405.4Brand,EMBA41,,,EMBA42M-zoneIBM200