摘要通讯行业的三大巨头中国联通、中国移动和中国电信是三家同时具备全业务运营能力的电信运营商，经营范围包括了宽带、固话以及移动电话的服务内容。三家运营商三分天下，这说明中国的通信业开始依靠融合业务竞争市场的时代。“”根据市场的二八法则，政企大客户群体是广西电信的重点客户群，与此同时，广西的另外两家通讯行业巨头移动和联通也在极力争夺扩展政企客户高端群体的市场份额。这样，广西电信市场占有能力急需提升，怎样有效的开拓广西电信政企客户的数量，怎样给完美无缺的服务营销策略进行准确的定位和如何挖掘政企客户通信潜力以此来迎合政企客户群的对通信业务领域的要求，这对提高广西电信经营效益是最为关键的。广西三大通信巨头都拥有同质的通信产品，除了各运营商短期的市场占有份额及运营规模的大小有区别以外，它们的核心产品的成本基本相似。所以，谁能对客户需求精准定位，谁能构建起优质的服务营销体系，谁就能拥有稳定的政企客户市场并能拓展出崭新的客户市场的局面。本文是根据广西电信所市场占有情况，对三大通信业巨头的服务营销现状进行了综述，研究的依据是相关服务营销方面的理论。本文对广西电信政企客户市场情况及营销策略进行了具体的分析，在此基础上从更深的层次剖析了广西电信在政企客户服务营销存在的问题，并采用了SWOT分析法，对广西电信的优势和劣势，面临的挑战和机遇进行了深刻分析，并和其它两家通信业公司的政企客户服务营销策略进行了比较，找出存在的问题，提出应对的策略建议。关键词：广西电信公司政企客户群服务营销策略AbstractWiththefactthat“ChinaTelecom,ChinaMobile,ChinaUnicom”situationoftripartiteconfrontationtimesarriving,thethreetelecomoperatorswithaqualifiedfull-serviceoperationshavesteppedintothewhite-hotcompetitionsituationhenceforth.GovernmentandenterprisecustomersarethestrategiccustomergroupofGuangxiTelecom,arealsothecompetitionfocalpointoftheothertelecomoperatorsatthesametime.DevelopingthegovernmentandenterprisecustomersmarketofGuangxitelecom,usingthehigh-qualityandperfectservicemarketingstrategytotapthecommunicationpotentialitiesofgovernmentandenterprisecustomers,satisfyingthecommunicationneedsofgovernmentandenterprisecustomergroupnotonlycanmeettherequirementsofChina'ssocialinformationizedevelopment,butalsoistheavailableapproachtoimproveenterpriseoperationeffectiveness,andincreaseoperatingincome.Atpresent,thethreeoperatorshaveahomogeneouscoreproductsofcommunication,inadditiontothetemporarydifferencesbetweenthesizeofthenetwork,thecostsofthecoreservicesproductaresimilar.Therefore,onlytakingthecustomer’sdemandastheguidance,establishingthehighleveloftheservicemarketingsystemcandevelopthenewprospectscontinuouslybasedonupholdingtheexistinggovernmentandenterprisescustomermarket.Inthispaper,analysingthecurrentlymarketenvironmentofGuangxiTelecom,overviewingthecurrentsituationofthedomesticservicemarketingcommunicationsindustry,andthenreviewingtherelatedservicesmarketingtheoryinvolvedtheresearch,asthebasisoftheresearchpapers.InordertofurtherdiscoveryproblemsthoroughintheprocessofservicemarketingforgovernmentandenterprisecustomergroupinGuangxiTelecom,adetaileddescriptionofthestatusquoandtheservicemarketingstrategyofthegovernmentandenterprisescustomergrouphavebeendone,andthenthecomparationofthegroupscustomerservicemarketingstrategiesbetweenthesameindustryhavebeendone,theSWOTanalysismethodhasbeenadoptedtoanalysetheadvantages,disadvantagesandopportunitiesoftheservicemarketingstrategyofthegovernmentandenterprisescustomergroupinGuangxiTelecom,somedeficienciesexistedintheservicemarketingofthegovernmentandenterprisescustomergrouphasbee...
