电信运营商营销控制模式的应用研究

Application Research on the Marketing Control Modes in Chinese Telecom Operators

根据营销业绩目标的可量化程度和营销活动过程的透明度,将我国电信运营商的营销控制模式分为结果控制模式、过程控制模式、自我控制模式和他人控制模式,并结合企业实际情况对各个控制模式的具体内容和适用条件进行了详细说明,旨在改善我国电信运营商的营销管理工作,提高营销绩效。

Based on the quantifiable levels of marketing performance objectives and the transparency of the marketing activities,the author divides the marketing control modes of Chinese telecom operators into four types,the result control mode,the process control mode,the self-control mode and the others control mode.Then through combining with the situation of Chinese telecom operators,the author explains the specific contents and applicable conditions of the four control modes.This paper will help to improve the marketing management level and marketing performances of Chinese telecom operators.