移动通信运营商关系营销问题探讨

Acta Metallurgica Sinica(English letters)

移动通信运营商关系营销问题探讨

王小宁; 杨海荣

中国人民大学商学院; 北京邮电大学经济管理学院

收稿日期:2003-08-04 修回日期:1900-01-01 出版日期:2003-10-30

AdiscussiononrelationshipmarketingofmobilecommunicationcarriersinChina

WANG Xiao-ning 1; YANG Hai-rong 2

1.Business School; Remin University of China; 2.School of Economics and Management; BUPT;

Received:2003-08-04 Revised:1900-01-01 Online:2003-10-30

摘要/Abstract

摘要： 从营销的本质概念———交换来说,其内涵就是要研究围绕交换活动而发生、变化的各种关系,其中最主要的是公司与顾客的关系,同时也包括公司与竞争者、供应商、政府的关系以及公司内部的关系,这些关系的建立、维持与推进都会在很大程度上影响企业的营销能否成功和企业营销效益好坏。本文在分析我国移动运营商市场环境的基础上,提出了适合其发展的相关策略,希望能为发展变化中的移动运营商们尽绵薄之力。

关键词: 移动通信运营商, 关系营销, 营销策略, 市场分析

Abstract: From the angles of the essential concept of the marketing-exchange, its connotation is to research on the relationships which occur and change around the exchange activities, among which the most important one is the relationship between companies and customers, including the relationships between companies and competitors, suppliers, government, and those within the company. Their establishment, maintenance and development will have a great effect on the opportunity to win, and also the efficiency of marketing...

Key words: mobiletelecommunicationoperator, relationshipmarketing, marketingstrategies, marketsanalysis

中图分类号:

F632

王小宁; 杨海荣. 移动通信运营商关系营销问题探讨[J]. Acta Metallurgica Sinica(English letters).

WANG Xiao-ning 1; YANG Hai-rong 2. AdiscussiononrelationshipmarketingofmobilecommunicationcarriersinChina[J]. Acta Metallurgica Sinica(English letters).

[1]	胡桃. 无线营销的商业模式分析[J]. Acta Metallurgica Sinica(English letters), 2006, 8(4): 9-13.
[2]	周华锋; 袁磊. 以服务质量塑造中国移动通信运营商的竞争优势——基于“服务蓝图”的服务质量实证研究[J]. Acta Metallurgica Sinica(English letters), 2003, 5(2): 19-25.