【作者】 章勇；

【导师】 徐新华；

【作者基本信息】 南昌大学 ， 工商管理硕士（专业学位）， 2017， 硕士

【摘要】 2008年5月电信行业进行第四次重组,电信行业出现新联通、新移动、和新电信三足鼎立格局,随着4G牌照的发放,三家运营商都进入全业务经营时代,特别是中国经济进入新常态,通信业市场的竞争也更加激烈。4G时代,中国联通依托制式优势进入高速发展的时代,在4G时代延续高速发展势头显得极为重要。电信行业注重规模效益,也就是更多的市场占有率能够使收入以及利润增加,在市场的竞争里占据领先地位。江西省GDP超过1.67万亿,常住人口超过4565万,江西省企业总数量已超过37万,政企和商务客户有很大的通信市场,市场的竞争也异常激烈。正是因为集团客户在决策、社会以及经济等方面起着极其重要的作用,使得其成为了江西联通争夺市场占有率的核心尤其在通信经济新常态中。本篇文章通过江西联通的例子,探讨运营商关于如何发展集团客户的市场营销策略。本篇文章给出探讨的意义和目的,总述和研究国内与国外的电信行业关于集团客户的营销战略理论的过往和有关文章,并且通过江西联通的例子,透过对细分市场和企业管理战略理论等进行综合探讨,继而更深入的对江西联通集团客户的市场竞争进行分析,找出江西联通在关于集团客户进行市场营销是产生的问题,针对每一个问题给出解决办法,转型升级服务系统以及针对集团客户的营销管理模式。更多还原

【Abstract】 The fourth reorganization of the telecommunications industry in May 2008,telecom industry appeared the new China Unicom,mobile,and new telecom tripod pattern,with 4G licenses issued,the three operators into the whole business of the times,especially the Chinese economy has entered a new normal,communications industry,the market competition is more intense.4G era,China Unicom relying on the standard advantages into the era of rapid development,the continuation of the momentum of rapid development in the 4G era is extremely important.The telecommunications industry focus on economies of scale,which is more market share to make income and profit increase,occupy the leading position in the market competition.Jiangxi Province,more than GDP 1 trillion and 670 billion,the resident population of more than 45 million 650 thousand,the total number of enterprises in Jiangxi province has more than 370 thousand enterprises,and business customers have great communication market,market competition is fierce.Precisely because of the group’s customers in decision-making,social and economic plays a very important role,making it become the core of the market share of Jiangxi Unicom,especially in the new normal communication economy.Through the example of Jiangxi Unicom,this article discusses how to develop the marketing strategy of the group customers.This article presents the meaning and purpose,overview and research of domestic and foreign telecommunication industry on group customer marketing strategy theory in the past and the,and by Jiangxi Unicom examples and on segments of the market and the enterprise strategic management theory through comprehensive study,and then more in-depth of Jiangxi Unicom Group customer market competition analysis,find Jiangxi Unicom on group customer marketing is a problem in,are given for each problem solution,transformation and upgrading of the service system and for the group customer marketing management mode.更多还原