玉林电信农村家庭客户市场营销策略研究论文.doc

摘  要 2008 年电信体制实行改革后，中国电信、中国联通、中国移动三大运营商在 中国的通信市场形成了全业务运营的“三足鼎立”局面。2009 年 1 月 7 日，工业 和信息化部分别向电信、移动、联通颁发了三张 3G 牌照，这又为三大运营商带来 了新的机遇和挑战，市场的竞争将更加激烈。中国电信如何守住大阵地，开拓新 领域、占领制高点，创造新业绩，成为了中国电信企业必须回答的问题。 本文为破解以上难题，以市场营销理论为指导，运用科学的调查方式，潜心 研究了玉林电信在农村家庭客户市场的发展策略。认为玉林电信要制定一个有效 的农村家庭客户市场发展策略，就必须在分析自身及竞争对手的前提下，结合玉 林农村家庭客户市场的特点，采取有效的价格策略、渠道策略、产品策略和促销 策略，这样才能在玉林农村家庭客户市场的开拓中取得成功，占领农村家庭客户 市场，对扩大移动市场份额具有重要的意义。 本文分为绪论、研究的理论概述、玉林电信农村家庭客户市场的调查、玉林 电信农村家庭客户市场用户分析、玉林电信农村家庭客户细分市场的价值分析、 结论等六个章节，详细阐述了玉林电信在农村家庭客户市场的发展策略的酝酿、 形成、运用与取得的成效。 本文的不足之处在于收集信息不够全面，对竞争对手的信息了解不够细致， 同时缺乏对竞争对手长远目标、基本假设、现行战略与能力等的详细分析。本文 旨在通过对服务营销工作探索的体会交流，以获得更为专业的指导与帮助。 关键词：玉林电信，农村家庭客户市场，市场细分，营销策略 I Abstract After the 2008 reformation, the three biggest operators, China Telecom, China Unicom and China Mobile formed a situation of tripartite confrontation of whole-business operation in Communication Market in China. On January 7th, 2009, Ministry of Industry and Information issued three 3G licenses to China Telecom, China Mobile, and China Unicom, which brings new opportunity and challenge to the three biggest operators, and the compete would be more severe. For China Telecom, how to hold the field, how to explore new field, how to occupy the commanding height to create new performance become the problem it must solve. For solve the above problems, under the direction of advanced theory of marketing management, using scientific survey, the author dives into the development strategy of China Telecom, Yulin Branch in the client market of rural family. If Yulin Branch wants to work out an effective development strategy of the market management system for mobile of rural family, it must combine the characteristics of the rural market management system for mobile of Yulin to adopt effective pricing strategy, placing strategy, product strategy and merchandising strategy. Thus it can success in exploring the rural market management system for mobile, occupy the client market of rural family. It signifies increasing market share. This