【文章內(nèi)容簡(jiǎn)介】 ...........688 / 194三、業(yè)務(wù)流程重組 ..........................................................................................................70第四節(jié) 時(shí)間管理 .....................................................................................................................72一、時(shí)間管理的基本原則 ..............................................................................................72二、時(shí)間管理的四個(gè)階段 ..............................................................................................74第五節(jié) 目標(biāo)管理 .....................................................................................................................75一、目標(biāo)的特性 ..............................................................................................................75二、目標(biāo)管理的由來及特點(diǎn) ..........................................................................................75三、目標(biāo)管理的三個(gè)步驟 ..............................................................................................76四、實(shí)施目標(biāo)管理常用的工具 ......................................................................................77第六章 市場(chǎng)營銷專業(yè)知識(shí) ..........................................................................................................78第一節(jié) 市場(chǎng)和市場(chǎng)營銷 .........................................................................................................78一、市場(chǎng)的概念及相關(guān)內(nèi)容 ..........................................................................................78二、市場(chǎng)營銷的概念 ......................................................................................................79三、營銷觀念的發(fā)展歷程 ..............................................................................................80第二節(jié) 營銷環(huán)境分析 .............................................................................................................85一、營銷環(huán)境分析的目的和內(nèi)容 ..................................................................................85二、宏觀環(huán)境分析 ..........................................................................................................85三、微觀環(huán)境分析 ..........................................................................................................86第三節(jié) 組織消費(fèi)者行為分析 .................................................................................................91一、組織消費(fèi)者的分類及特點(diǎn) ......................................................................................91二、組織購買決策的過程 ..............................................................................................92三、組織購買的類型 ......................................................................................................93四、影響組織購買行為的因素分析 ..............................................................................93第四節(jié) 市場(chǎng)調(diào)研 .....................................................................................................................94一、市場(chǎng)調(diào)研的概念 ......................................................................................................94二、市場(chǎng)調(diào)研的流程 ......................................................................................................94第五節(jié) 營銷戰(zhàn)略 .....................................................................................................................97一、營銷戰(zhàn)略概念 ..........................................................................................................97二、市場(chǎng)細(xì)分 ..................................................................................................................97三、選擇目標(biāo)市場(chǎng) ..........................................................................................................98四、市場(chǎng)定位 ................................................................................................................101第六節(jié) 市場(chǎng)營銷策略 ...........................................................................................................104一、市場(chǎng)營銷策略概述 ................................................................................................104二、產(chǎn)品策略 ................................................................................................................104三、促銷策略 ................................................................................................................106四、渠道策略 ................................................................................................................110五、價(jià)格策略 ................................................................................................................112第七節(jié) 服務(wù)營銷基礎(chǔ)知識(shí) ...................................................................................................115一、服務(wù)的概念與特性 ................................................................................................115二、服務(wù)營銷的特點(diǎn) ....................................................................................................115三、服務(wù)質(zhì)量管理 ........................................................................................................116四、顧客滿意度、忠誠度與重復(fù)購買行為分析 ........................................................120第八節(jié) 關(guān)系營銷、品牌營銷與戰(zhàn)略合作 ...........................................................................122一、關(guān)系營銷 ................................................................................................................1229 / 194二、品牌營銷 ................................................................................................................123三、戰(zhàn)略合作 ................................................................................................................124第七章 中國電信大客戶營銷服務(wù)策略 ....................................................................................125第一節(jié) 大客戶營銷服務(wù)體系 ...............................................................................................125一、大客戶營銷服務(wù)目標(biāo) ............................................................................................125二、體系架構(gòu) ................................................................................................................125三、各級(jí)機(jī)構(gòu)的主要工作職責(zé) ....................................................................................125四、大客戶的服務(wù)管控責(zé)任劃分 .............................................