中国电信政企客户ICT业务营销策略研究
The ICT Business Marketing Strategy Research of China Telecom Enterprise Customer
Abstract
本文主要围绕ICT（信息通信服务）业务的产品特点，基于市场细分理论（STP理论）、市场营销的4P理论及国外电信运营商的在ICT业务方面的发展经验，对中国电信政企客户ICT业务的营销现状进行分析。 其中，根据市场细分理论（STP理论）和消费者行为分析理论，对政企客户市场进行了行业细分，分析了不同行业客户的消费者需求，梳理了中国电信ICT业务市场营销存在的问题，树立以客户为中心的4P营销理念，提出中国电信ICT业务营销的4P模型。在产品规划方面，要面向互联网企业转型，以客户为中心，重视产品质量，实现产品快速迭代，坚持核心产品自己开发，边缘产品整合运营，进行与传统业务深度捆绑和融合；在价格方面，捆... Through studying ICT features, STP theory, 4P theory and foreign telecom operators’ experience in ICT, this paper analyzes the marketing status of China Telecom ICT and provides several strategies about development of ICT. By studying STP theory and consumer behavior analysis theory, the customer of China Telecom has been further subdivided into several classes. And then the paper analyzes the c...