文档介绍：浙江大学管理学院工商管理硕士学位论文 SX联通中小企业客户网格化营销优化策略研究
摘要
随着新一轮国内电信业重组落下帷幕,目前的中国的电信市场形成了中国移动、中国
电信、中国联通三足鼎立之势。随着行业大客户及个人客户市场的饱和,电信运营商开始
将眼光聚焦到中小企业客户市场,如何在新形势下获得竞争优势、快速取得中小企业市场
突破成为当前电信运营商面临的首要问题。
重组后的 SX 联通,涉及到人员重组、文化融合、业务融合等压力最重,在全业务经
营中不具优势,营销体系还在不断探索优化。面对中小企业客户市场,SX 联通一直非常
重视,自 2010 年 6 月起,就开始试点网格化营销,并形成了简单的网格化运作体系。但
和竞争对手相比,中小企业客户市场份额不高,一线销售人员营销能力亟待提升,团队化
运作经验较欠缺,目前的网格化营销体系还存在不少问题。为更好地提升中小企业客户管
理水平,提升一线营销能力,本文通过深入一线调研,对 SX 联通中小企业客户营销体系
进行了充分研究。同时以网格化营销相关理论为基础,系统地对 SX 联通现有网格体系进
行了梳理,找出了存在的短板,并根据 SX 联通实际情况,设计了一套标准统一的中小企
业网格化营销优化方案,并提出了操作性强的网格优化运作管理模式,以便于 SX 联通更
好地应对激烈的市场竞争。
本文的研究具有以下两方面的意义:第一,对 SX 联通中小企业客户营销的现状进行
深入调研探讨,指明了现有体系存在的问题;第二,为改进并不断完善 SX 联通现有的中
小企业客户营销体系提供了理论支持和优化方案。
关键词:中小企业;营销体系;网格化;理论支持;优化方案
III
浙江大学管理学院工商管理硕士学位论文 SX联通中小企业客户网格化营销优化策略研究
Abstract
After a new round of munications anization, three full -services operators,
named China Mobile, China and China shaped a situation of tripartite
confrontation in Chinese operation market. As the market for those group and
individual customers is saturated, operators have begun to focus on those SMEs (small
and medium enterprises). Under this new situation, how to gain petitive advantage and
quickly make breakthroughs in the SMEs market is the first question that should be taken
considered by operators.
After the anization, China SX Branch with petitive advantage in
full-services operation, faces stress arising from staff anization, cultural convergence and
business alignment. SX Branch has been unceasingly exploring and optimizing its marketing
system. Meanwhile it puts a high value on SMEs market. SX Branch started the pilot test of
Gridding Marketing at June 2010, and since then it has formed the simple gridding operation
system. However, the market share of SMEs is not as high petitors. There is pelling
desire to promote the marketing ability and teamwork sprit of sales personnel, and to solve the
problems of current grid ma