通信企业服务营销管理

“通信企业服务营销管理”是湖南电信本着“用户至上,用心服务”的理念,从2000年底开始推行尝试的一种全新的营销管理模式,其基本内涵是以企业提供的所有电信业务为载体,遵循以市场为导向,以客户为中心．以效益为目标的经营方针,按照不同的客户群体设立前端组织机构,为顾客提供大规模的订制化服务,针对电信行业全程全网的特点,建立多方位、广覆盖、全业务、全封闭、分层次的终身服务、终身营销的市场体系,力求实现对客户群的最大覆盖,有针对性地开展营销,主要通过转变观念,细分客户市场,加速内部改革,实施业务流程重组,建立健全营销渠道,实施全员营销和组合营销,倡导个性化、亲情化服务等主要措施在全省全面推广。

On service marketing management of telecom enterprises

Service marketing management in telecom enterprises is a fairly new marketing management mode, which is carried out in the end of the year 2000 and based on the idea of "customer first, service foremost". Its basic connotation is to take all the telecom services as the carrier to provide large-scale services for the customers according to the different customer groups. This should follow the principle of taking the market as the guidance, the customer as the center and the profits as the aim. According to the characteristics of the telecom industry, the large-scale, whole-services and fully-sealed market system of service and marketing for the whole life should be built to achieve the utmost coverage of the customer groups. The telecom enterprises should change their ideology, fasten inner reform, carry out the business process reengineering, build the marketing channels and propose the services with personality and emotion.