在全球化的市场竞争环境之中,随着顾客需求的个性化、多样化与需求层次的提高,电信企业以价格竞争为核心手段的同质化的营销模式已经走到尽头,而以差异化服务为主要特征的大客户营销模式已日益成为电信企业营销创新的一种选择。大客户管理作为企业的一种长期的、具有战略意义的 In the globalized market competition environment, with the individualization, diversification and demand level of customer demand increasing, the homogeneous marketing model of telecommunication enterprises with price competition as the core means has come to an end. However, Service as the main feature of the large customer marketing model has become an increasingly innovative telecommunications business marketing an option. Big client management as a long-term business, strategic