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1、政企客戶論文：政企客戶市場(chǎng)營(yíng)銷差異化策略【中文摘要】隨著我國(guó)市場(chǎng)化改革的不斷深入，中國(guó)電信市場(chǎng)已初步形成了多家運(yùn)營(yíng)商共分天下的格局。面對(duì)電信市場(chǎng)競(jìng)爭(zhēng)的日益加劇，各企業(yè)必須進(jìn)行市場(chǎng)細(xì)分，確定冃標(biāo)市場(chǎng)，實(shí)施差異化營(yíng)銷。差異化營(yíng)銷，又稱差異性市場(chǎng)戰(zhàn)略或差異性市場(chǎng)營(yíng)銷，是指面對(duì)已經(jīng)細(xì)分的市場(chǎng)，企業(yè)選擇兩個(gè)或者兩個(gè)以上的子市場(chǎng)作為市場(chǎng)目標(biāo),分別對(duì)每個(gè)子市場(chǎng)提供針對(duì)性的產(chǎn)品和服務(wù)以及相應(yīng)的銷售措施。差異化營(yíng)銷策略可細(xì)分為產(chǎn)品策略、價(jià)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(yíng)銷作為研究對(duì)象,通過(guò)對(duì)具體企業(yè)的研究來(lái)透視差異化營(yíng)銷的一般規(guī)律
2、。首先，闡述木研究的時(shí)代背景和意義，在進(jìn)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(duì)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(duì)北海電信的市場(chǎng)營(yíng)銷環(huán)境進(jìn)行了SWOT分析。再次，從實(shí)施差異化營(yíng)銷的戰(zhàn)術(shù)層面，就產(chǎn)品、價(jià)格、服務(wù)和渠道四個(gè)方面,論述了北海電信公司采取的具體政企差異化營(yíng)銷措施、存在的問(wèn)題及解決方案。最后，對(duì)北海電信政企客戶實(shí)施差異化營(yíng)銷戰(zhàn)略進(jìn)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
