渠道扁平化项目管理问题研究

发布时间：2018-03-05 09:41

本文选题：直销模式　切入点：项目管理　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着近期上海移动电话市场客户竞争的进一步加剧以及过渡依赖代理商的问题,上海联通在渠道管理工作方面提出了渠道扁平化的要求。对该项目进行了立项,上海联通信息化事业部为配合这一项目,自主研发了新的集“3G无线通讯、APN安全接入、现场写卡、银联支付、热敏打印、证件识别、触摸彩屏”于一体的“易售宝”一体化机具。然而在项目推进过程中,一开始由于需求管理、组织架构沟通等方面的问题,导致需求模糊、范围不清,需求设计工作陷入反复修改,沟通矛盾不断出现,最终工期不断拖延,使得项目的推进一度搁置。结合前期的经验教训,运用了项目管理相关理论和工具方法,上海联通顺利完成渠道扁平化项目的项目建设。本文作者结合自己在该项目中近两年的建设经验,运用项目管理方面的相关理论知识,对渠道扁平化项目需求设计阶段的关键问题进行了详细的分析,并合理地通过项目管理的工具与方法对项目的关键点进行了详细的分解并提出了方案设想。在设想的基础上对沟通环节、需求规范管理、人员组织架构管理这几方面进行了具体的实施,之后的效果检验环节也证明了这些方案确实可效,最终保证项目的顺利上线。最后,本文对投入使用后的实际应用以及产生的经济效益进行了阐述,对本文工作进行全面总结,给出本文所取得的成果,指出存在的不足和改进方向。
[Abstract]:With the further intensification of customer competition in the Shanghai mobile phone market and the problem of over-reliance on agents, Shanghai Unicom has put forward the requirement of channel flattening in the work of channel management. In order to cooperate with this project, the Information Division of Shanghai Unicom has independently developed a new set of "3G wireless communication APN secure access, on-site card writing, UnionPay payment, thermal printing, identification," Touch screen "easy to sell treasure" integrated tools. However, in the process of the project, due to requirements management, organizational structure communication and other problems, the demand is vague and the scope is not clear. The requirement design work falls into the repeated revision, the communication contradiction appears unceasingly, the final time limit is delayed, the project advancement is put on hold for a time. Combined with the previous experience and lessons, the project management theory and tool method are used. Shanghai Unicom has successfully completed the project of channel flattening project. The key problems in the demand design phase of channel flattening project are analyzed in detail. Through the tools and methods of project management, the key points of the project are decomposed in detail and the scheme assumption is put forward. The personnel organization structure management has carried on the concrete implementation in these several aspects, after the effect test link also proved that these plans really can be effective, finally guarantees the project smoothly on-line. Finally, In this paper, the practical application and economic benefit after putting into use are expounded, the work of this paper is summarized in an all-round way, the results obtained in this paper are given, and the shortcomings and the direction of improvement are pointed out.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626

【参考文献】