平衡计分卡在电信企业渠道绩效管理的应用探析
发布时间：2018-11-09 15:05
【摘要】：正目前,电信行业的竞争愈演愈烈,为了迅速开展新业务,提高企业的经营业绩,各大运营商都纷纷加大营销渠道的投资和建设,争夺优质的营销渠道资源。营销渠道作为企业的一项重要资产,其运行效益的高低、收益的多少以及客户关系管理能力关系到企业的核心竞争力。随着企业规模的扩大和渠道管理的日益规范,科学合理的渠道绩效不可或缺,本文将在分析电信企业营销渠道现状和问题的基础上,引入以平衡计分卡为基本框架的绩效指标体系,从财务、客户、内部流程、学习和成长四个维度探究平衡计分卡在电信企业营销渠道的绩效评价的应用,以期客观地评价电信企业营销渠道绩效并推动绩效的持续提升。
[Abstract]:At present, the competition of telecommunication industry is becoming more and more fierce. In order to develop new business quickly and improve the business performance of enterprises, all the major operators have increased the investment and construction of marketing channels and scrambled for high-quality marketing channel resources. As an important asset of an enterprise, marketing channel has a close relationship with the core competitiveness of an enterprise, such as the level of its operating benefit, the amount of its income and the ability of customer relationship management. With the expansion of enterprise scale and the increasing standardization of channel management, scientific and reasonable channel performance is indispensable. This paper will analyze the current situation and problems of marketing channels in telecom enterprises. This paper introduces the performance index system based on balanced Scorecard, and explores the application of balanced Scorecard in telecom marketing channel from four dimensions: finance, customer, internal process, learning and growth. In order to objectively evaluate the telecom enterprise marketing channel performance and promote the continuous improvement of performance.
【作者单位】： 中国电信股份有限公司天津分公司;
【分类号】：F626
[Abstract]:At present, the competition of telecommunication industry is becoming more and more fierce. In order to develop new business quickly and improve the business performance of enterprises, all the major operators have increased the investment and construction of marketing channels and scrambled for high-quality marketing channel resources. As an important asset of an enterprise, marketing channel has a close relationship with the core competitiveness of an enterprise, such as the level of its operating benefit, the amount of its income and the ability of customer relationship management. With the expansion of enterprise scale and the increasing standardization of channel management, scientific and reasonable channel performance is indispensable. This paper will analyze the current situation and problems of marketing channels in telecom enterprises. This paper introduces the performance index system based on balanced Scorecard, and explores the application of balanced Scorecard in telecom marketing channel from four dimensions: finance, customer, internal process, learning and growth. In order to objectively evaluate the telecom enterprise marketing channel performance and promote the continuous improvement of performance.
【作者单位】： 中国电信股份有限公司天津分公司;
【分类号】：F626
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