中国电信增值业务营销策划的分析和评价

中国电信增值业务营销策划的分析和评价目录摘要................................................................................................................................................IAbstract.........................................................................................................................................II引言..............................................................................................................................................III一、电信增值业务的概念及特征...................................................................................................4（一）电信增值业务的概念...................................................................................................4（二）电信增值业务的特征...................................................................................................4二、中国电信增值业务营销环境分析...........................................................................................5（一）中国电信内部环境分析...............................................................................................5（二）中国电信外部环境分析...............................................................................................6（二）中国电信增值业务SWOT分析.....................................................................................6三、客户需求分析及市场细分.......................................................................................................7（一）客户需求分析...............................................................................................................7（二）电信增值业务市场细分...............................................................................................8四、中国电信增值业务市场营销策略.........................................................................................10（一）产品服务策略.............................................................................................................10（二）价格策略.....................................................................................................................10（三）分销渠道策略.............................................................................................................11（四）品牌策略.....................................................................................................................11五、加强中国电信增值市场营销的策略.....................................................................................12（一）成立增值业务领导体系.............................................................................................12（二）制定业务管理规定.....................................................................................................12（三）强化培训.....................................................................................................................12（四）开发后台操作系统，启动代理渠道的营销工作.....................................................13（五）规范服务管理.............................................................................................................13六、结束语....................................................................................................................................14参考文献........................................................................................................................................15致谢................................................................................................................错误!未定义书签。I摘要中国电信通信产业正处于不断发展变化之中,电信运营商为适应市场竞争的要求,不断利用各种电信新技术,大力开拓各种新型电信业务,并通过发展新用户来谋求企业的巩固和发展。2001年12月11日,中国正式加入世界贸易组织,电信增值业务作为首先开放的电信领域于2002年1月1日对外开放。2001年6月,信息产业部根据新的需要发布了调整《电信业务分类目录》的通知,不但对基础电信业务和电信增值业务的每一类都作了细分,使业务范围限定得更细、更明确,而且对电信增值业务的种类进行了大幅度调整,进行了新的分类,并对其中的三大类作了详细的分类,使电信增值业务所涵盖的业务范围比以前更为丰富。大力发展电信增值业务将有利于落实“十五”计划纲要提出的以信息化带动工业化战略,加速利用信息技术和网络技术改造传统产业。鼓励各类投资主体依法进入增值电信市场,有利于电信业吸引资金和技术,保持发展后劲,改善面向全社会的服务质量,增加社会就业机会。本文首先阐述了电信增值业务的概念及特征，紧接着再分析了中国电信增值业务营销环境和客户需求分析及市场细分，然后再阐述了中国电信增值业务市场营销策略，最后重点叙述了中国电信加强增值市场营销的策略。关键词:中国电信；增值业务；营销；IIAbstractTelecommunicationindustryisinaconstantlychangingdevelopment,telecommunicationscarrierstomeetthedemandsofmarketcompetition,andconstantlyuseoftelecommunicationstechnology,andvigorouslyexploreavarietyofnewtelecomservices,andthroughthedevelopmentofnewuserstoseektheconsolidationanddevelopmentofenterprises.December11,2001,ChinaformallyjoinedtheWorldTradeOrganization,telecomvalue-addedtelecombusinessesasthefirstopenfieldonJanuary1,2002opening.June2001,MinistryofInformationIndustryissuedunderthenewneedsadjustment,notonlyforbasictelecomservicesandtelecomvalue-addedserviceshavebeenbrokendownforeachcategory,sothatlimitsthescopeofmoredetailedbusinessmoreclear,butthetypesoftelecommunicationsvalue-addedserviceswassubstantiallyadjustedtothenewclassification,andoneofthethreecategoriesmadeadetailedclassificationandenabletelecomvalue-addedservicesbusinessareacoveredbythemoreabundantthanpreviously.Vigorouslydevelopvalue-addedtelecombusinesswillbeconducivetoimplementingthe15Planproposedbytheinformationtechnologytostimulateindustrializationstrategy,acceleratetheuseofinformationtechnologyandnetworktechnologytotransformtraditionalindustries.Encourageallinvestorsintovalue-addedtelecommarketaccordingtothelawisbeneficialtothetelecommunicationsind