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题名 陇南移动公司大客户服务营销体系设计
姓名 杨志雄
院系 管理学院
专业 工商管理(MBA)
学位名称 管理学硕士
外文题名 Design of Longnan Mobile Corporation customer service marketing system
第一导师姓名 董雅丽
关键词 陇南移动;大客户;服务营销;设计
外文关键词 Longnan mobile;large customers;service marketing;design
学科 管理学
摘要 2008年,由于电信行业内部进行了重组,通信行业进入了中国电信、中国移动、中国联通三大运行商的全业务时代,产品同质化程度和服务水平不断提高,行业竞争越来越激烈,而作为客户与企业之间桥梁的营销渠道已经成为各企业的一项战略性资源,而且其具有的企业独占性、不易在短期内进行模仿等特点,已逐渐成为各运营商重点关注的对象。 新形势的竞争格局已经形成,在这样的环境下,面对不同的服务对象、不同的客户需求、如何才能把有限的资源投入到与企业重大利益相关的大客户上,如何才能针对大客户日新月异的需求,提供有针对性的、“一站式"的解决方案,满足大客户各行业的信息化需求,发挥具有雄厚的网络基础和丰富的业务优势,努力创造客户价值,全面提升客户服务水平,从而在市场竞争日趋同质化的情况下找到业务新增点,赢得更大的发展空间,以及研究、制定、改进相应的大客户服务营销服务策略,对于甘肃移动陇南分公司客户服务长远发展以及大客户服务营销策略的研究都具有长远意义和指导作用 本篇文章在探讨陇南移动集团的服务营销理论在市场中的实际应用,同时对应如何维护集团与客户服务关系也进行了探讨,总结出规模化发展集团客户的方法,在提高客户的忠诚度,稳定地拓展集团客户,提升企业核心竞争力方面有些许的实用价值。
外文摘要 With the 2008 restructuring of the telecommunications industry , China Mobile, China Telecom , China Unicom, the three run business communications services and the degree of product homogeneity rising , increasing competition , and marketing channels as a connecting bridge between businesses and their customers have become a strategic resource, and its exclusive nature of the enterprise , the short term is not easy to imitate other features, the operators are increasingly becoming the focus of attention .The competitive landscape of the new situation has been formed, in such an environment , faced with different clients, different customer needs , how to invest limited resources to large customers with substantial business interests related to changing how for large customers needs, provide targeted , "one-stop " solution to meet the information needs of large customers in various industries , to play with a strong foundation and rich network of business benefits , efforts to create customer value, enhance customer service levels in order to find new points in the case of business competition in the market has become increasingly homogeneous , winning more room for development , as well as research , develop, improve customer service correspondingly large marketing services strategy, long-term development for mobile Longnan in Gansu Branch Customer service great customer service and marketing strategy research have long-term significance and guidance This paper examines the service marketing theory while the practical application of Longnan Mobile Group customer market areas also explored means of how to maintain the Group's customer service relationships and large-scale development of our customers, for enhancing its customer loyalty and satisfaction, effective stability and expand the Group's customers, enhance core competitiveness of enterprises, with a certain value.
研究领域 服务营销
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