湖南电信公司的战略客户群体即政企客户,同时成为中国移动和中国联通两

大通信运营商争夺的焦点。湖南电信拓展政企客户市场,以优质完美的服务营销

策略深挖政企客户通信潜力,满足政企客户群的通信需求是我国社会信息化大发

展的需求和提高企业经营效益的有效途径。基于此,湖南电信公司希望在政企客

户市场,通过移动业务超常规的规模拓展,不断提高移动业务市场占有率,改善

固网份额日益被蚕食、固网收入持续下滑的被动局面。

本文综合运用管理学和服务营销定位的相关理论,分四章对湖南电信政企客

户服务营销策略改进方案进行了研究。第一章主要界定了需要研究的问题,并对

国内外通信业服务营销管理的研究现状进行了综述;第二章介绍了湖南电信公司

的发展历程、组织结构以及营销管理的基本情况,运用调研法、访谈法对湖南电

信政企客户服务营销现状进行调査,详细地剖析营销管理中存在的问题,并对问

题的成因进行阐述;第三章借鉴国内外先进电信企业的服务营销管理办法,提出

改进湖南电信政企客户服务营销管理体系的思路,并从目标客户精确化定位与营

销、提高感知和忠诚度等六个方面探讨了通过移动行业应用拓展带动政企客户移

动业务规模拓展的营销策略组合。第四章阐述了优化后的运行保障措施,改进后

面临的新问题、解决办法以及预期效果。

论文在理论分析的基础上,结合具体实践,对湖南电信服务营销管理体系改

进方案进行了研究,力求通过优化公司的服务营销策略来提高、发展和壮大湖南

电信的竞争实力。

关键词:湖南电信;政企客户;移动行业应用;服务营销策略

II

硕士学位论文

Abstract

Government and enterprise customers a strategic customer base in Hunan

Telecom, is also the focus of competition by the China Unicom and China Mobile

telecom operators. After entering as mobile services,Hunan Telecom major expansion

of government and enterprise customers market, to root out the potential for

government and enterprise customers communication quality and perfect service

marketing strategy to meet the communications needs of government and enterprise

customer base of large-scale development of China's social information needs and an

effective way to improve business efficiency. Based on this,the mobile services

market in the government and enterprise customers, unconventional scale

development,continuous improvement of the mobile business market share,improve

the fixed network share is increasingly being eroded, fixed-line revenues continued to

decline Hunan Telecom Company passive situation.

This integrated use of management and service marketing positioning theory.

Four chapters on government and enterprise customers of Hunan Telecom services

marketing strategy improvement program. The first chapter defines to study the

problem, and reviewed the research status quo of domestic and international

communications services marketing management; the second chapter describes the

basic situation of Hunan Telecom Company of the development process,

organizational structure, and marketing management, use of research investigation,

interview government and enterprise customers Hunan Telecom service marketing

status quo, a detailed analysis of the existing problems in marketing management, and

the causes of the problems set forth; Chapter learn advanced telecom enterprise

services marketing management approach proposed improvement of the management

system for Hunan Telecom government and enterprise customers service marketing

ideas,and precise positioning and marketing to target customers, improve six aspects

of perception and loyalty marketing strategy to expand through the application of the

mobile industry to expand driven by the size of the government and enterprise

customers mobile services combination. Chapter optimized to run safeguards,

improved face new problems,solutions and expected results.

This papers on the basis of theoretical analysis, combined with the concrete

practice of the of Hunan Telecom Services marketing management system

in