摘要
面对空前竞争激烈的通信市场,传统的粗放式运营已无法满足运营商的发展需求。在5G时代即将全面开启的背景下,客户需求的碎片化导致了市场的碎片化,需要更加精细的营销方式,从而为不同细分市场提供差异化的产品和服务。以基站为单位,构建了客户发展、终端销售、流量运营三个模型,从目标区域、目标客户、匹配产品等方面对精细化运营进行了探索与研究。
In the face of the unprecedented fierce competition in the communication market,the traditional extensive operation has been unable to meet the development needs of operators.In the background of 5g era,the fragmentation of customer demand leads to the fragmentation of the market,which requires more sophisticated marketing methods,so as to provide different products and services for different market segments.Taking the base station as a unit,it constructs three models of customer development,terminal sales and traffic operation,and explores and studies the refined operation from the aspects of target area,target customer and matching products.
作者
李文姿
王向前
LI Wenzi;Wang Xiangqian(Business College of Shanxi University,Taiyuan 030031,China;Marketing department of China mobile communications group shanxi Co.LTD,Taiyuan 030000,China)
出处
《太原学院学报（自然科学版）》
2020年第3期46-50,共5页
Journal of TaiYuan University:Natural Science Edition
关键词
基站
运营商
精细化运营
模型
base station
operator
fine operation
model
