关键词: 电信运营商, 营销控制, 控制模式

Abstract:

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.

Key words: Chinese telecom operators, marketing control, control mode