国际电信运营商电信市场细分的比较分析

Comparison and Analysis of Market Segmentation of International Telecom Operators

根据日本NTT公司和KDD公司、法国电信及香港电讯的电信市场细分的案例分析可知 ,国际电信运营企业的市场细分分别以单一变量和多变量为基准 ,市场细分的变量主要有5种 :电信消费水平、客户规模、客户营业额、客户的重要性和策略性客户。国际电信运营企业在细分商业客户往往遵循一些共性的法则 ,如以客户价值为基础。

From case study of NTT, KDD, France Telecom and HongKong Telecom on telecom market segmentation, we could conclude that market subdivision include single-variable criteria and multiple variables ones. Five major variables are telecom consumption level, customer scale, customer turnover, importance of customer and strategic customer. Some common rules are followed by these international telecom operators in business customer subdivision, such as customer valuebase, matching the type of customer relationship and reflecting the requirement features of different market segment.