SX联通中小企业客户网格化营销优化策

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III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IVAbstractAfteranewroundoftelecommunicationsreorganization,threefull-servicesoperators,namedChinaMobile,ChinaTelecomandChinaUnicomshapedasituationoftripartiteconfrontationinChinesetelecomoperationmarket.Asthemarketforthosegroupandindividualcustomersissaturated,telecomoperatorshavebeguntofocusonthoseSMEs(smallandmediumenterprises).Underthisnewsituation,howtogainacompetitiveadvantageandquicklymakebreakthroughsintheSMEsmarketisthefirstquestionthatshouldbetakenconsideredbytelecomoperators.Afterthereorganization,ChinaUnicomSXBranchwithnocompetitiveadvantageinfull-servicesoperation,facesstressarisingfromstaffreorganization,culturalconvergenceandbusinessalignment.SXBranchhasbeenunceasinglyexploringandoptimizingitsmarketingsystem.MeanwhileitputsahighvalueonSMEsmarket.SXBranchstartedthepilottestofGriddingMarketingatJune2010,andsincethenithasformedthesimplegriddingoperationsystem.However,themarketshareofSMEsisnotashighitscompetitors.Thereisacompellingdesiretopromotethemarketingabilityandteamworkspritofsalespersonnel,andtosolvetheproblemsofcurrentgridmarketingstrategy.TheauthormadeanextensiveanddetailedresearchoncurrentmarketingmodeadoptedbySXBranchforSMEs,inorderthatthelevelofcustomermanagementforSMEswillbeupgraded,andthemarketingabilityofsalespersonnelwillbeimprovedaswell.Furthermoreonthebasisofgridmarketing,thispapersystematicallycombsthecurrentandmaingridoperationsystem,pointouttheexisteddisadvantages.Finally,basedentirelyontheactualconditionsofSXbranch,asetofstandardunifiedgridmarketingOptimizationSchemeforSMEshasbeendesigned,andanOptimizationSchemeforoperationmanagementpatternhasbeenproposedbytheauthorinorderthatChinaUnicomSXbranchcouldbettercopewithfiercemarketcompetition.Thispaperhasthefollowingtwomeanings:firstly,itmakesathoroughstudyonthestatusofmarketingsystemadoptedbyChinaUnicom,SXBranchforSMEs,meanwhileitpointsouttheexistingproblemsincurrentmarketingsystem.Secondly,theoreticalsupportandoptimizationschemearegivenbytheauthor,inordertosupporttheoperationofSXBranch,withcontinuouslyimprovementofcurrentSMEsmarketingsystem.Keywords:SMEs,Marketingsystem,GriddingMarketing,TheoreticalSupport,OptimizationScheme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V目次浙江大学研究生学位论文独创性声明........................................................................................I致谢...............................................................................................................................................II摘要.............................................................................................................................................IIIAbstract.......................................................................................................................................IV1绪论............................................................................................................................................11.1研究背景.............................................................................................................................11.1.1国内外电信产业发展综述...........................................................................................11.1.2SX联通的发展历程......................................................................................................11.2问题的提出及研究意义.....................................................................................................21.2.1中小企业客户市场的挑战与机遇...............................................................................21.2.2新形势对中小企业营销提出了更高要求...................................................................31.2.3本文的研究意义...........................................................................................................41.3研究方法与思路.................................................................................................................51.3.1研究方法.......................................................................................................................51.3.2研究思路与框架...........................................................................................................62SX联通中小企业客户营销模式现状分析..............................................................................82.1SX联通客户群营销体系架构............................................................................................82.1.1SX联通组织体系架构...................................................