湖南电信服务营销策略研究

湖南大学硕士学位论文湖南电信服务营销策略研究姓名：邓玄申请学位级别：硕士专业：工商管理指导教师：李平20060412II12342012345678IIISWOTIVVAbstractAlongwiththerapiddevelopmentofcomputerandnetworkandtheInternetcommunicationstechnology,thestructureoftheglobaltelecommunicationsindustryisundergoingprofoundchanges.Itmainlyshows:(1)Moving,broadband,datumization,recreationalcharacteristicarebecomingmoreobvious;(2)Thevaluechainofthetelecommunicationindustryhasgotunprecedentedextension,theecosphereofthetelecommunicationindustryisexpandingdaybyday;(3)Theglobalizationtrendofthetelecommunicationservicehasalreadybecameinevitable;(4)Fixedtelephoneoperatorreceivedthestrongimpactfrommobilecommunication.Withthereformandcompletionrecombinated,Chinesetelecommunicationindustrywelcomesthehigh-speeddevelopingperiod.Now,telecommunicationindustryislivingtheadvancedleveloftheworld,andstillkeepingthegooddevelopingstatmentnomatternetworkabilityoruser'sscaleofourcountry,nomatterapplicationofnewtechnologyordevelopmentofnewbusiness,withtheaggravationofthemarketcompetitionandgradualprogressofthenewbusinessandtheemerginginanendlessstreamofnewtechnology,itbroughtenormouspressureandchallengetotraditionalfixedtelecommunicationoperator.Thetelecommunicationindustryofourcountrydemonstratedprogressively:Overallincomeandgrowthrateoftotalamountofbusinessobviouslyslowdown,thegrowthoftelephonesubscriber'soverallscaleslowsdownprogressively,marketlifespanenteredamatureperiod,traditionalbusiness-Speechbusinessmovetowardslowvalueandmeagreprofitprogressively,thefixedtelephonenetworkandthemovenetworkoperatorpresentthephenomenonthatamountincreasingbutinputunincreasing,flowabilityofusersisstrengthenednotably,theshorteningoftheaveragetimeinthenetworkofusers.expertspointoutthatthedevelopmentoftelecommunicationindustryofChineseappearsaflexpointindistinctlygothroughahighspeedofmorethan20year.Undertheenvironmentofsuchnewsituationandcompetition,AstheleadingoperationenterprisesofHunancommunicationtrade,theHunanTelecomcouldestablishinanunassailablepositioninthemarketcompetition,anditcouldimprovethekeycompetitivenessofenterprisesreallybyclearthereservationofstrategyandfinishthetransitiontotheintegratedinformationfacilitatorassoonaspossible.TransitionisnotasingleconceptbutatrendofmeetingchallengevoluntarilythatVIcomplywithdomesticandinternationaltechnology,market,greatchanginginexorableofcompetitionpattern,italsorealizesindustry’ssustainabledevelopmentandpromoteinherentofenterpriseinternationalunderanewsituation.ThetoppriorityofthetelecommunicationsofHunan’sworkisadvancingthemanagementmode’stransition,finishingthetransitionofmarket-oriented,regardcustomerasthecentremanagementmode,regardbenefitasthegoalassoonaspossible.Thenewmanagementmodeistoregardcustomerandexperienceasthecore,investigatingusers'demandinginfurther,regardingtheinnovatingasthestartingpoint,stepinguptechnologyandbusiness’sinnovation,createoutstandingproductsandservicethatcangainthecustomer,improvingmarketingability,satisfingabundantandindividualizedcommunicationrequirementofsocietydaybyday,finishingtherole’sreservationoftheinformationfacilitator,realizingthefastgrowthofthebusinessfinallyandmakingmoreprofits.ThistextmakesasimpledescriptiontooverviewofHunanTelecomatfirstandanalyzesthatthetradecompetitionofHunanTelecomdemonstrateseightcharacteristicandtrend:(1)Thetrendofsubstitutabilitycompetitionbetweenthebusinessisobviousdaybyday;(2)Turnfromthecompetitionofthetraditionalbusinesstothecompetitionbasedonvalue-addedserviceofthenetwork;(3)Expanduser'sscalecompetitiontothedevelopmentcompetitionsoftheconsumer’ssecondmarket;(4)Turnfromtheprice’smeanswhicharethemaincompetitionstothecompetitionsofserviceandbrandprogressively;(5)Turnfromtheexclusivecompetitiontocooperationandthemodeofwinthecompetitionasmuchaspossible;(6)Turnfromtheindividualbusinesstomultiplebusiness,omni-directionalcompetition;(7)TheVIPcustomerbecomesthefocusthatthestockmarket’sfightingfor;(8)Marketingmeansandmethodareseriousdaybyday.analyzingbasedontheabove-mentionedtelecommunicationtrades,thetextusesrelevantconceptsandtheoriesofservicemarketingbycollectingandsortingoutandanalyzingthedataswhicharerelatedwiththeinsideofHunanTelecomenterprises,analysingtheservicemarketing’scurrentsituationofHunanTelecomsystematic,itpointesoutthemainproblemsthattheservicesandmarketingoftheHunanTelecomatpresentis:First,theproductsdesignedideathatthecustomerleadsarenotdeepened,notwelldonethemarketsurveyindevelopmentofthenewproducts,notunderstandthecustomer'sdemandtruly,settingoutfromsubjectivelyofenterprises,causecustomertounacceptanceofnewproduct,itcan'tgivefullplaytomanyassociationadvantageofproductsellthetrussinguptypewhenVIItelecommunicationmarket’scompetitionpricetakingplace;Second,thebrandofcustomercognitiondegreeisnothigh,HunanTelecomdoesnotproducethesurgingbrand,especiallyhavenoplanningofcustomer'sbrand,thefuturecompetitionwillbeacompetitionofthebrand;Third,thechannelmarketingisindifferent,certaindisparityofpersonnel'squalityexsite,conflictionandcontradictionofthechannelcan'tbewellsolved,thecustomer'ssatisfaction