北京移动高端客户的服务与管理研究

发布时间：2018-02-25 03:27

本文关键词： 高端客户满意度服务与管理北京移动　出处：《北京邮电大学》2012年硕士论文　论文类型：学位论文

【摘要】：自1995年中国GSM数字电话网正式开通,历经近20年的飞速发展,中国移动通信用户数量逐年猛增。据国内三大运营商半年年报显示,2012年国内用户总数已超过10亿(10.46亿),继续蝉联世界第一。如此庞大的用户数量同时也说明：我国的移动通信业已从快速发展期进入成熟期。目前国内移动通信市场由双寡头演变成的三国鼎立已有4年之久,且不说国门外虎视眈眈的国外运营商一直在等待进入中国市场的禁锢解除,仅就从2008年到2012年,由于市场争夺者由二变三,市场竞争行为复杂程度,竞争手段多样性已经是层出不穷。中国移动是国内市场上最早提供移动通信服务的运营商,发挥先行优势得以成为行业内最大企业,掌握着大多数业内高端客户。北京由于其首都的独特定位,高端客户数量和素质更是优于国内其他省市。研究北京移动如何在新竞争时期继续保持市场占有第一的位置,是本文研究的主要目的之一。无论是外界竞争还是企业盈利的需求,高端客户的销售与管理都是北京移动重中之重的工作,高端客户的服务与管理是客户服务工作中最重要的一个方面。本文从实际出发,首先,通过相关文献综述,对服务、服务质量、客户满意度及客户满意度指数模型做了详细的回顾,以此理论进而分析了北京移动VIP客户满意度指数改进模型,为后文模型的应用提供了理论依据；其次,对本文主要研究对象—北京移动高端客户服务管理进行分析,剖析北京移动高端客户服务竞争趋势和服务管理的具体措施,并指出北京移动开展用户满意度指数测评对提高服务质量、赢得市场竞争的意义；接着,列举北京移动2011-2012年VIP客户满意度指数评测结果,详细分析高端客户群满意度指标情况和服务改进之处,总结北京移动在高端客户服务管理中的不足；然后,就所发掘出在服务管理方面的不足之处,提出了一套改进服务管理水平的实操方案；最后,对本文进行了总结,指出本文的不足和局限。
[Abstract]:Since 1995, China's GSM digital telephone network has been officially launched, after nearly 20 years of rapid development, The number of mobile subscribers in China has soared year by year. According to the annual report of the three major domestic operators in 2012, the total number of domestic subscribers has exceeded 1 billion (one billion forty-six million), which continues to be the largest in the world. Mobile communications in China have moved from rapid development to maturity. It has been four years since the domestic mobile communication market was developed from a duopoly to a three-nation. Not to mention the foreign operators that are eyeing covetously outside the country, they have been waiting for the release of the restrictions on entering the Chinese market, just from 2008 to 2012. Due to the market competition from two to three, the complexity of market competition behavior, the diversity of competition means has been endless. China Mobile is the first operator in the domestic market to provide mobile communication services. It has been able to become the largest enterprise in the industry by giving play to its leading edge, holding most high-end customers in the industry. Beijing, thanks to its unique position as the capital, The number and quality of high-end customers are even better than those of other provinces and cities in China. It is one of the main purposes of this paper. Whether it is outside competition or the demand of enterprise profit, the sales and management of high-end customers are the most important work of Beijing Mobile. High-end customer service and management is the most important aspect of customer service. First of all, through the relevant literature review, this paper makes a detailed review of the service, service quality, customer satisfaction and customer satisfaction index model. Based on this theory, the improved model of VIP customer satisfaction index of Beijing Mobile is analyzed, which provides a theoretical basis for the application of the later model. Secondly, the paper analyzes the main research object of this paper-Beijing Mobile high-end customer service management. This paper analyzes the competitive trend of high-end customer service of Beijing Mobile and the concrete measures of service management, and points out the significance of Beijing Mobile to improve service quality and win market competition. Enumerate the Beijing Mobile 2011-2012 VIP customer satisfaction index evaluation results, detailed analysis of high-end customer satisfaction indicators and service improvements, summed up Beijing Mobile in high-end customer service management deficiencies; then, This paper puts forward a set of practical plan to improve the level of service management, and finally, summarizes the paper, points out the shortcomings and limitations of this paper.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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