【作者】 史双； 齐佳音； 舒华英；

【Author】 Shi Shuang,Qi Jia-yin,Shu Hua-ying (Economics and Management School, Beijing University of Posts and Telecommunications,Beijing 100876)

【机构】 北京邮电大学经济管理学院；

【摘要】 基于目前我国电信运营商先后开展积分活动的现状,针对固网运营商提出了一套积分营销方案设计理论。通过对已开展积分营销的三个行业的研究,总结出积分营销的总体特征。结合已有的分析结论,设计出固网运营商积分营销的决策流程和营销策略。更多还原

【Abstract】 Based on the actuality that Telecoms Operators develop integral activities successively, this paper advances a set of theories for integral marketing design , which aims at the fixed-line operators .According to the researches on three industries that have developed integral marketing ,we summarize the characteristics . This paper synthesizes conclusions above, and designs a set of decision process and marketing strategy of integral marketing fitted for fixed-line operators.更多还原