运营商大客户价值细分模型及营销应用  

The model and application on value class of operators' VIP costumer

作　　者：曹青原[1] 尹涛[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《北京邮电大学学报（社会科学版）》2009年第2期52-56,共5页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

摘　　要：客户价值细分并采取相应差异化竞争战略是电信运营商的首选战略,目前,国内的大客户细分方法标准单一且针对营销不足,为此在层次分析法基础上探讨了运营商大客户价值细分的模型,并在实地进行营销试验,填补了其理论和应用空白。同时结合不同大客户价值特点提出了营销策略,实地证明的渠道营销、服务营销、产品/业务营销等具体措施的营销效果,可为将来通信运营商的客户价值细分和针对性营销策略提供参考。The very important person （VIP） of telecommunications industry is of a relatively small number but profitable part of gold customers. Operators of fixed telecom network with VIP customers in China have a long operating history, rich in primitive accumulation. However, their traditional marketing methods in today＇ s increasingly fierce competition and rising momentum of customer demand, are gradually failing to meet the needs of domestic market, also behind the international advanced telecommunications enterprises. As the telecom industry a public service - oriented businesses with a range of economic and homogenization of the product characteristics, different telecom strategies have become the preferred ones for the telecom enterprises. And based on the customer consumption and related areas of the overall industry, the customer value segmentation of VIP is the basis of marketing strategy, as well as one of marketing elements. This paper will discuss suitable strategies for different characteristics of VIP, including channel marketing, service marketing, product / business marketing, and integrated marketing approaches.

关 键 词：大客户 价值细分 营销应用 运营商 

分 类 号：F62[经济管理—产业经济]