資源描述：
《政企客戶論文：政企客戶市場營銷差異化策略》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在工程資料-天天文庫。
1、政企客戶論文：政企客戶市場營銷差異化策略【中文摘要】隨著我國市場化改革的不斷深入，中國電信市場已初步形成了多家運營商共分天下的格局。面對電信市場競爭的日益加劇，各企業(yè)必須進行市場細(xì)分，確定冃標(biāo)市場，實施差異化營銷。差異化營銷，又稱差異性市場戰(zhàn)略或差異性市場營銷，是指面對已經(jīng)細(xì)分的市場，企業(yè)選擇兩個或者兩個以上的子市場作為市場目標(biāo),分別對每個子市場提供針對性的產(chǎn)品和服務(wù)以及相應(yīng)的銷售措施。差異化營銷策略可細(xì)分為產(chǎn)品策略、價格策略、渠道策略以及促銷策略。本文從微觀層面，以廣西區(qū)電信北海公司政企客戶的差異化營銷作為研究對象,通過對具體企業(yè)的研究來透視差異化營銷的一般規(guī)律
2、。首先，闡述木研究的時代背景和意義，在進行文獻(xiàn)綜述的基礎(chǔ)上提出本文的研究思路和方法，并對相關(guān)理論予以概述。其次，分析了北海電信所處的內(nèi)部和外部環(huán)境，尤其是對北海電信的市場營銷環(huán)境進行了SWOT分析。再次，從實施差異化營銷的戰(zhàn)術(shù)層面，就產(chǎn)品、價格、服務(wù)和渠道四個方面,論述了北海電信公司采取的具體政企差異化營銷措施、存在的問題及解決方案。最后，對北海電信政企客戶實施差異化營銷戰(zhàn)略進行了總結(jié)，并指出了本文的不足之處，提出了以后的完善方向。【英文摘要】Withtheunceasingdevelopmentandperfect!onoftheChinesemarketiza
3、tion,thetelecommunicationsindustryofChinahasinitiallybecometheonethatmanycompaniescansharewith?Confrontedwiththeincreasinglyfiercecompetitonofthetelecommunicationsindustry,allthecompaniesshouldsegmentthemarket,confirmthetargetmarketandcarryoutdifferentiatedmarketing?Differentiatedmark
4、etingisalsocalleddifferentiatedmaketingstrategyordifferentiatedmarketingmanagementwhichmeansthecompaniesshouldchoosetwoormoresubmarketasthetargetmarket,andsupplyeachsubmarketwiththeorientedproducts,servicesandthesalesmeasurescorrespondinglywhentheyareconfrontedwiththesegmentedmarket?T
5、hedifferentiatedmarketingcanbedividedintoproductsstrategy,pricestrategy,channelstrategyandsalespromotionstrategy.Fromthemicrocosmicpointofview,thisarticletakethestatecoscusomersofGuangxiBeihaiTelecommunicationCompanyasthestudyobjectinordertofindthegeneralruleofdifferentiatedmarketingt
6、hroughthestuyofthisspecificcompany.Firstly,thisarticlestatedthebackgroundandthesignificanceofthestudy,andtheresearchideasandmethodsweretoldinthebaseofliteraturereview,therelatedtheorieswerestatedaswelLSecondly,thisarticleanalizetheinternalandexternalenvironmentofBeihaiTelecommunicatio
7、n,andmadetheSWOTanalizationofitscompetitionsituationspecially.Thirdly,formtheimplementofthedifferentiatedmarketingpointofview,thisarticleexpoundedthemeasuresBeihaiTelecommunicationcompanytakes,theproblemsexistsanditssolutions,whichwasstatedfromfouraspects,products,price,servicandcharr
8、nel.A
