中南大学硕士学位论文 铁通娄底分公司宽带业务服务营销策略研究 姓名：彭东 申请学位级别：硕士 专业：工商管理 指导教师：龚艳萍20081128摘要随着电信体制改革的进一步深入和产品同质化的加剧，电信市场 竞争日益激烈传统语音业务快速走向低值化和微利化，互联网业务 正在成为各主导电信运营商实施业务转型的关键所在，其竞争重点逐 步由产品转向服务的竞争本文首先结合娄底铁通互联网宽带市场实际，用服务营销、战略 管理等理论分析了娄底铁通宽带业务服务营销的内外部环境电信行 业的市场技术环境、市场需求环境发生了重大的变化，总体市场增幅 逐渐回落娄底铁通的内部资源，按照存在形式，可以分为有形资源 和无形资源两大类有形资源主要是指网络设备等实物资源，无形资 源包括知识资源、组织资源、关系资源、人力资源等从宏观环境分 析、行业环境分析、竞争环境分析、五力模型分析等几个方面对娄底 铁通外部环境进行了研究其次，从娄底铁通宽带业务服务的传递、服务的定价策略、差异 化的服务策略等几方面对娄底铁通宽带服务营销现状进行了详细的 分析通过对娄底铁通的互联网市场进行抽样问卷调查，得出了娄底 铁通宽带用户的消费行为及偏好等，并进一步对娄底铁通当前宽带服 务营销策略存在的问题进行了深入的分析研究。
在上述分析和研究的基础上，分别以电信产品的特性、7Ps服务 营销组合和服务质量差距模型等理论为指导，从六个不同的角度对娄 底铁通宽带服务营销策略提出了相应的改进建议这些改进建议是相 辅相成的，都是围绕“以顾客为核心”来展开讨论宽带业务是中国铁通实施集团战略转型的支柱业务娄底铁通做 为一个(地级)市分公司，在开展客户营销服务活动时，应该采取多种 服务营销组合的方式，坚持以客户需求为中心不仅要满足客户的现 实需要，而且还要善于发现其潜在需求娄底铁通要在调整外部环境 (市场竞争)的策略及内部环境(组织机构）的基础上，针对市场环境的 不断变化制定和实施相应的服务营销组合策略，满足客户需求的多样 化，提升客户满意度，以不断提高产品的市场占有率和适应宽带业务 发展的需要，从而达到预期的营销目标关键词娄底铁通，宽带，服务营销，策略ABSTRACTThe market competition of the telecommunication is fierce day by day with the further deepening of telecom reform and the product homogenization aggravating. The traditional speech business moves towards low worthing and meagre profit fast, the Internet business is becoming the key that all leading telecommunication operator put business into practice transforming. The focal point of the competition turns from products to the competition of the service step by step.This article combination with the conditions of the Internet broadband market of the Loudi Railway Telecom at first, and then has analyzed business of marketing broadband services to internal and external environment conditions of the Loudi Railway Telecom, significant change have happened which in terms of tel ecommunication industry market technology environment, market demand environment , The growth rate for total market decrease by gradually. Loudi Railways internal resources can be divided into two broad categories which according to the existing form, which are tangible and intangible resources, tangible resources mainly refer to Physical resources such as the network equipment,etc; invisible resource including knowledge resource, organizing resource, relation resource, human resources,etc. Go on research the external environment of the Loudi Railway telecom from the analysis of the macroeconomic environment、the trade environment、 the competitive environment、the five-forces framework, and so on.Secondly, it is detailed to carry on the analysis to the broadband service marketing current situation of the Loudi Railway telecom which from broadband business service transmission、pricing strategies of the servic、the differentiated Services Marketing Strategies,etc. Through the Internet market in Loudi Railway telecom conducting a sampling survey, it has come to obtain the preference and behavior of the Loudi Railway telecom broadband user , and so on, and has further carried on deep analysis and research to the service marketing tactics existing problem of broadband at present of the Loudi Railway telecom.On the basis of above-mentioned analyzing and studying, according to theories such as the characteristics of telecommunications products, 7Ps services marketing mix and the service quality gap model,etc. which put forward the corresponding improvement suggestion to the Broadband Service Marketing strategy of Loudi Railway telecom from the different from six angle, these improved suggestion be complemented each other, to organize discussion around " Customer focus " all.The broadband business is the business of the pillar which China Tietong will be putting Group Strategy Transformation into practice. As a (level) City branch, While developing the activity of customers marketing service, we should take the way in which many kinds of service marketing mix and persist in taking the customers needs as centre. Not only to meet the practical needs of customers, but also good at finding its potential demand. Under the constant change of the market environment, Loudi Railway telecom should be on the basis of adjustment which is aimed at the external environment tactics (market competition) and the internal environment (organization), make and implement corresponding services marketing mix tactics and satisfy diversification of customers demand, promote customer degree of satisfaction, so as to increase the market share of the products and adapt to the needs of the development of broadband services constantly, thus reach the expected marketing target.KEY WORDS Loudi Railway Telecom, broadband, service marketing, strategy 原剎牲声明Mi本人声明，所呈交的学位论文是本人在导师指导下进行的研究 工作及取得的研究成果。
尽我所知，除了论文中特别加以标注和致谢 的地方外，论文中不包含其他人已经发表或撰写过的研究成果，也不 包含为获得中南大学或其他单位的学位或证书而使用过的材料与我 共同工作的同志对本研究所作的贡献均已在论文中作了明确的说明作者签名：乃日期：少牙年"月#日学隹泠文版权使用梭权书本人了解中南大学有关保留、使用学位论文的规定，即：学校 有权保留学位论文并根据国家或湖南省有关部门规定送交学位论文， 允许学位论文被査阅和借阅；学校可以公布学位论文的全部或部分内 容，可以采用复印、缩印或其它手段保存学位论文同时授权中国科 学技术信息研究所将本学位论文收录到《中国学位论文全文数据库》， 并通过网络向社会公众提供信息服务作者签名：P/i 导师签名年"月？？曰第1章绪论1.1。