基于4I理论的SPCL移动通信市场营销策略

Marketing Strategy of SPCL Mobile Communication Based on 4I Theory

随着移动通信产业的发展和用户消费水平的增长,用户的需求呈现出越来越多元化和个性化的特点,不同行业、不同性质的用户对通信服务的要求也不尽相同。同时,市场竞争日趋激烈,垄断局面逐步瓦解,营销模式粗放、营销手段单一、缺乏统一管理体系和策略的问题渐渐暴露,基于此,以高质量发展理念为核心,文中从深挖用户需求、提升营销效率、实现高质量拓客的市场营销和管理策略方面进行研究和分析。

With development of mobile communication industry and the growth of user consumption level,the demand of users is becoming more and more diversified and personalized,and users of different industries and natures have different requirements for communication services.At the same time,the market competition is becoming increasingly fierce,the monopoly situation is gradually disintegrating,the marketing mode is extensive,the marketing means are single,and the problem of lacking a unified management system and strategy is gradually exposed.Based on this,with the concept of high-quality development as the core,this paper conducts research and analysis on the aspects of marketing and management strategies to tap user needs,improve marketing efficiency,and achieve high-quality customers.