吉林移动电子渠道一体化发展策略研究

发布时间：2018-03-17 03:35

本文选题：电子渠道　切入点：运营管理　出处：《吉林大学》2012年硕士论文　论文类型：学位论文

【摘要】：在全球信息技术、网络技术高速发展和应用的背景下,电子渠道已成为各大通信运营商与客户进行信息沟通和交易的重要形式，这种趋势使得通信运营商原有的运营管理和服务营销体系面临强大的冲击。以传统互联网、移动互联网、手机短信、自助终端和其他电子通道为基础的新兴服务营销渠道,在一定程度上改进并逐步替代传统实体渠道和呼叫中心渠道的核心作用,并已成为通信运营商服务营销渠道的发展趋势。在各大运营商集团及省公司层面，均已将电子渠道发展列为下一步公司发展的重要战略。各大运营商从组织保障、资源投入、人力资源储备均下大力气投入建设，已明确了网上营业厅、电话营业厅、掌上营业厅、短信营业厅、自助终端5大电子渠道的分类定义和功能定位。电信行业激烈的市场竞争以及消费者感知的高灵敏度,对通信运营商电子渠道一体化建设提出了更高的要求。需要通信运营商综合业务流程、服务感知和IT支撑系统等多个维度、根据客户生命周期价值组合,提供一体化支撑能力。电子渠道一体化运营将成为通信运营商的服务营销工作的重要课题,对形成长期统一的公司品牌,一致的业务和服务感知,提高业务支撑效率,最终提高客户忠诚度具有重要价值。而当前的情况是单渠道操作能力和性能不断优化，但渠道协同缺乏统一策略、用户体验不一致、削弱了企业的竞争能力和市场表现。同时,电子渠道缺乏统一的客户视图,缺乏客户需求更深的见解,不能形成对客户需求的快速反应、满足和跟踪，缺乏对用户价值的生命周期资源聚合长效机制。因此,我们需要系统的思考电子通道一体化建设问题,包括:客户体验层、运营层和支撑层，并以客户体验层为核心,明晰业务流程框架,优化IT支撑系统架构,构建面向客户的电子渠道一体化结构。同时，随着通信技术和互联网技术的快速发展，，新的电子渠道形式、功能和应用不断涌现，电子商务、电子支付等新兴的电子渠道交易平台已隐现业界，通信运营商电子渠道在不远的将来已呈现出巨大的发展潜力和空间。如何利用好这一战略性历史机遇，在竞争对手件脱颖而出，打造一体化电子渠道运营支撑管理体系已成为当务之急。本文在对吉林移动电子渠道现阶段发展现状、现阶段存在问题作细致分析的基础上，提出了吉林移动电子渠道运营管理和支撑一体化发展策略。具有一定的学术价值和实践意义。
[Abstract]:In the context of the rapid development and application of global information technology and network technology, electronic channels have become an important form of communication and transaction between major communication operators and customers. This trend makes the original operation management and service marketing system of communication operators face a strong impact. Based on the traditional Internet, mobile Internet, SMS, self-service terminals and other electronic channels as the basis of new service marketing channels, To some extent, the core role of traditional physical channels and call center channels has been improved and gradually replaced, and has become the development trend of service marketing channels of communication operators. All the major operators have put great effort into the construction of the organization guarantee, resource investment and human resource reserve, and have made clear the online business hall and telephone business hall, all of which have been listed as important strategies for the next step of the development of the company. Handheld business hall, SMS business hall, self-help terminal 5 electronic channel classification definition and functional positioning. The fierce market competition in telecommunication industry and the high sensitivity of consumers' perception put forward higher requirements for the integrated construction of communication operators' electronic channels. According to the combination of customer life cycle value, the integrated support capability is provided. The integrated operation of electronic channels will become an important subject of service marketing work of communication operators, such as service perception and IT support system. It has important value to form a long-term unified company brand, consistent business and service perception, improve business support efficiency, and ultimately improve customer loyalty. However, the lack of a unified strategy for channel collaboration and inconsistent user experience weaken the competitiveness and market performance of enterprises. At the same time, electronic channels lack a unified customer view and a deeper view of customer needs. Unable to form a rapid response to customer needs, to meet and track, to lack of a long-term mechanism of life-cycle resource aggregation for user value. Therefore, we need to systematically think about the integration of electronic channels, including: customer experience layer, The operation layer and support layer, with customer experience layer as the core, clarify the business process framework, optimize the IT support system architecture, and construct a customer-oriented electronic channel integration structure. At the same time, with the rapid development of communication technology and Internet technology, new electronic channel forms, functions and applications continue to emerge, electronic commerce, electronic payment and other emerging electronic channel trading platforms have emerged in the industry. In the near future, telecommunications operators' electronic channels have shown great potential and space for development. How to make good use of this strategic historical opportunity to stand out in the competition, It has become an urgent task to build an integrated electronic channel operation support management system. This paper makes a detailed analysis of the current situation and existing problems of Jilin Mobile Electronic Channel. This paper puts forward the integrated development strategy of Jilin mobile electronic channel operation management and support, which has certain academic value and practical significance.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626

【引证文献】