CD移动集团客户发展战略研究  

Research of CD Mobile's Group Client Developing Strategy

作　　者：杨南飞[1] 邵培基[1] 刘一[1] 李晓霞[1] 

机构地区：[1]电子科技大学,成都610054

出　　处：《电子科技大学学报（社科版）》2011年第5期51-58,76,共9页Journal of University of Electronic Science and Technology of China(Social Sciences Edition)

基　　金：四川省哲学社会科学重点研究基地--四川旅游发展研究中心立项资助课题(LY08-14)

摘　　要：近年来,国内电信业个人市场竞争日趋激烈,集团客户已经成为竞争的焦点。如何从战略层面来应对集团客户市场的竞争是中国移动集团CD移动急待解决的问题。对CD移动集团客户管理现状和营销环境进行分析基础上,制定了CD移动集团客户发展战略。然后对CD移动集团客户市场进行了细分,建立了CD移动集团客户价值评价体系,以37家不同行业的集团客户为样本,利用主成分分析法对集团客户当前价值-未来价值结构进行分析,据此对客户类型进行划分,并针对不同的客户类型提出了相应的营销策略。The competition of the domestic individual telecommunications industry market is becoming increasingly intense, and group client has become the focus of competition. How to deal with the competition of the group client market from a strategic level is a pressing problem that CD Mobile is faced with. In this paper, we firstly analyze the status of CD Mobile＇s group client business and marketing environment, draw up its marketing strategy, and conduct a customer market segmentation. Then we establish the group client value evaluation system. Choosing a sample of 37 clients in different sectors, we use principal componential analysis to evaluate their present value-future value structure and according to it, we divide the 37 group clients into 4 types, and give different marketing strategies against each type.

关 键 词：主成分分析 集团客户 营销战略 

分 类 号：F406.11[经济管理—产业经济]