基于价值的电信商业客户营销服务策略研究

Research on Value-based Marketing Service Strategy for Telecom Commercial Customers

商业客户是电信客户群中的一个重要群体,其数量大、效益高,也是各大运营商激烈竞争的主要对象。本文从浙江电信商业客户的市场构成情况和营销服务现状分析入手,提出了基于客户价值的商业客户的多渠道组合营销服务策略,旨在通过为客户创造价值的同时,提升电信商业客户存量保有和增量激发的有效性。

Commercial customers are an important target group among the telecom customer cluster, who are large in quantity and high in economic return. Thus this group attracts fierce competition from major telecom service providers. Based on the analysis of the market structure and marketing services for telecom commercial customers in Zhejiang Province, this paper comes up with the customer-value-based, multi-channel integrated marketing service strategy for commercial customers, aiming to improve the storing quantity of the telecom commercial customers and also the effectiveness of stimulated increment while creating value for the customers.