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随着移动通信行业3G技术和业务的日益成熟,不同运营商3G业务品牌之间的同质化竞争越来越激烈。中国电信天翼品牌营销现阶段的重要任务就是提高用户忠诚度,保住现有市场份额,保持与社会公众的良好关系,提升市场占有率。在这样的背景下,关系营销是目前可供选择的一种比较符合天翼品牌现实需要的营销策略。这是由关系营销理论的内在价值和特殊性决定的。因为关系营销是把营销活动看成是一个企业与消费者、供应商、分销商、竞争者、政府机构以及其他公众发生互动作用的过程,其核心是建立和发展与这些公众的良好关系。关系营销的本质是通过用户与企业的双向沟通,实现用户与企业的合作共赢,同时关注社会总体利益,注重与用户、合作者、供应商、分销商、社会大众之间建立长期可信赖的关系。天翼品牌如能采取关系营销策略,将有效提升公众形象,挖掘新业务需求,提高客户满意度,进一步扩大业务量和提高市场占有率。
As the 3G technology and services of the mobile communications industry are increasingly mature, homogeneity competition among 3G service brands of different operators is more and more fierce. At this stage of China Telecom Tianyi brand marketing an important task is to improve customer loyalty, keep the existing market share, maintain good relations with the public, and increase market share. In this context, relationship marketing is currently available to choose a more in line with the actual needs of Tianyi brand marketing strategy. This is determined by the intrinsic value and particularity of the relationship marketing theory. Because relationship marketing treats marketing as a process of interaction between an enterprise and consumers, suppliers, distributors, competitors, government agencies and other publics, its core is to establish and develop good relationships with these publics. The essence of relationship marketing is to realize the win-win cooperation between users and enterprises through the two-way communication between users and enterprises, while paying attention to the overall interests of the society and paying attention to establishing long-term and trustworthy relationships with users, partners, suppliers, distributors and the general public relationship. If Tianyi brand marketing strategy can take a relationship, will effectively enhance the public image, tap new business needs, improve customer satisfaction, and further expand the business volume and increase market share.