电信企业基于3G时代的精准营销

Precision Marketing of Telecommunication Corporation in 3G Times

3G牌照的发放意味着以数据业务为主体的通信时代的来临,电信企业间的竞争将更加白热化。电信企业销售费用持续上升,销售收入的增长幅度却逐年下降,传统的大众营销理念已不适应电信领域的变革,营销的创新对于电信企业显得尤为重要。有鉴于此,在明晰电信企业精准营销的概念和内涵的基础上,分析了我国电信企业进行精准营销的必要性,并对电信企业的3G市场进行了科学的分析,研究并提出了电信企业在3G时代进行精准营销的举措。

The issue of 3G license means that the age of data service is imminent and the competition among telecommunication corporations will be increasingly intense. In recent years, the annual sale growth of telecommunication corporations has come down while the marketing cost is continuously going up. This indicates that the tra- ditional concept of mass marketing is not suitable for the innovation of telecommunication and a new marketing strategy is significant for telecommunication corporations. Therefore, based on a concise concept and connotation of precision marketing, this paper shows the necessity of carrying out the precision marketing in domestic telecommunication corporations. Moreover, some measures of precision marketing are proposed for telecommunica- tion corporations, considering the different marketing environments in 3G times. This research will be much val- uable and practical for the marketing of domestic telecommunication corporations.