【作者】 张阁；

【导师】 胡巍；

【作者基本信息】 上海交通大学 ， 工商管理， 2008， 硕士

【摘要】 在2000年公司成立时,上海电信就提出“率先将上海电信建设成为体现中国电信实力、具有国际综合竞争力的信息通信和信息服务子公司”这一战略目标。这些年来上海电信一直积极思索并多方实践,在企业转型的道路上不断前进。在社区市场上,上海电信所面临的信息化需求正在不断扩张,这是巨大的机遇。但另一方面,众多竞争对手也采取种种手段不断加大在社区市场的竞争力度。随着时间的推移,上海电信面临的竞争会日趋激烈。作为主导运营商的上海电信如何在新形势下应对社区市场的竞争?如何面向信息化需求实施技术、产品业务、经营服务、内部管理和外部联合等多方面的资源整合?如何为社区客户提供综合信息解决方案和相应服务?要解决这些问题,上海电信必须快速出击,在社区市场上形成一种有特色的社区营销模式。因此,本课题的研究有重大的现实意义和广泛的应用前景。本文首先对上海社区市场发展进行分析,重点指出信息化需求是社区市场的重大发展趋势。并对社区市场环境进行分析,指出社区存在着以客户为中心的多元参与方。在此基础上,笔者提出多方受益的社区营销模式模型,并对模型的特点和作用进行分析,以及对模式的具体建设实施提出设想,并进一步阐述上海电信应如何保障该模型的健康运行和良性发展,这是全文的创新之处。本文接着以5P理论为基础,对社区市场营销策略进行介绍,并对套餐设计和差异化策略进行重点阐述。本文最后以TC社区营销案例作为结束,指明课题研究有很大的现实意义和可行性。更多还原

【Abstract】 In 2000,while it was opened, Shanghai Telecom set up the strategic objective of building up Shanghai Telecom as a powerful and international competitive information communication and information service branch company of China Telecom . It has been actively probing and practicing ,and progressing at the road of transformation of company.In the market of community, Shanghai Telecom is facing more and more information needs as a big opportunity . However, many competitors are strengthening competitive forces by many ways. As time goes by , Shanghai telecom is facing more and more fierce competition.As a dominant company, how does Shanghai Telecom cope with the competition in community market? How does it unite technology and product and service and internal management and external union facing information needs ? how does it offer total information solution and service for community customers? To resolve these problems , Shanghai Telecom must build a community marketing pattern quickly . So this research is meaningful and has a wide application future.This paper introduced that information needs is an important development trend and pointed out there are many joiners in the community market. I designed a mode of‘multi-win’community marketing pattern and suggested Shanghai Telecom on how to fulfill it and make it develop healthily. Then this paper described community marketing strategy, while elaborating packages designing and difference marketing are very important. At last this paper ended with a case about a real community .更多还原