XX市电信网络营销策略研究.doc

摘要：网络营销，是一种新型的营销活动，它以因特网为营销渠道，并以其为传播媒介，提供大量商品信息，以便顾客能在网络上完成整个购买决策的过程，并满足公司最低成本、最短时效的需求。网络营销与传统的营销模式相当不同，它是一种互动、直接的营销模式，网络营销可以立即与消费者互动，有针对性的提供符合顾客需求的产品，因此容易使得服务达到一对一营销，所以被广大公司所追捧。中国电信股份有限公司徐州分公司（简称“徐州电信”）成立于2002年，是我国特大型国有通信企业。徐州电信作为徐州主要的电信企业和最大的基础网络运营商，拥有徐州第一大固定电话网络，覆盖徐州各城乡，在丰县、沛县、睢宁县三县、邳州市、新沂市二市、以及铜山区、鼓楼区、云龙区、贾汪区、泉山区、开发区等六区设立全资子公司，在全市范围内经营电信业务。选择该公司的网络营销策略进行分析，有助于丰富我国电信类公司的营销手段。

　　　本文针对徐州电信公司营销问题做了以下内容的研究：首先对徐州电信公司营销现状进行分析，了解徐州电信所处的宏观环境和微观环境；通过分析徐州电信，了解徐州电信的网络营销战略；最后根据徐州电信的营销战略，建议徐州电信可以采取的营销战略。

关键字  徐州电信；网络营销；国有企业

Abstract：The network marketing is a new type of marketing activities, it use the Internet as the marketing channel and media, to provide a large number of commodity information, so that customers can complete the whole process of purchase decision by just one click on the internet which also meet the minimum cost, the shortest time demand requirement of the company. The network marketing and traditional marketing model are totally different, it is a kind of direct interaction marketing mode, network marketing can immediately interact with consumers, provide products and services to meet customer demand, so it is easy to make effect to improve the sales volume, because of all the advantages mentioned above, it is frequently used by the big companies. China Telecom Group Corporation (hereinafter referred to as "China Telecom") was founded in 2002, it was China's large state-owned communications enterprise. As the basic network operator of China , it was the major telecommunications companies and it is the largest, it has the world's largest fixed-line telephone network, covering both urban and rural areas, which connects the world, the sub-companies existed all around China. And provide services in the national scope. Using the network marketing strategy of CMCC as analysis object and the result can help to enrich the Chinese telecom company marketing means.

　　　This study research the issues existed and gives out the suggestions: First, analysis the current status of the China Telecom Corp marketing status, understand the macro and micro environment of China Telecom, through the analysis of China Telecom, understand its network marketing strategy, and give suggestions to China Telecom’s marketing strategy.

Keywords China Telecom; network marketing; large companies.