成都移动提高客户服务质量与个性化服务策略研究

发布时间：2018-03-24 03:38

本文选题：同质化竞争　切入点：客户满意度　出处：《西南财经大学》2013年硕士论文

【摘要】：随着中国通信行业几次大型重组和3G时代的全面来临,中国的三大运营商中国移动、中国联通、中国电信格局发生了巨大变化,形成三足鼎立的局面。行业间业务的壁垒被彻底打破,三家运营商可同时拥有移动、固话、宽带的经营权限,行业正式进入全业务竞争时代。经历了通信行业快速发展的前期阶段,逐步饱和的通信市场急需变革,运营商们积极寻求着创新之路。激烈的竞争对以客户服务为命脉的通信行业提出了新要求。文章积极寻找通信行业新的蓝海空间的途径,指出：新形式下的客户服务要求运营商整合整个产业链的资源,以“客户需求”为中心,充分做好市场细分工作,个性化服务举措被提出并得到充分运用。本文首先从中国移动通信集团的诞生到如何发展入手,接着介绍了成都移动公司的发展历程,一直分析到目前面临的通信市场主要问题为：同质化竞争现象严重和客户服务要求新变化。一切迹象表明,3G时代,中国移动通信集团将由原来的绝对优势地位变成相对优势。文章深刻剖析了移动公司拥有的优势与劣势、面临的机遇与挑战,分析指出新的变革对客户服务提出了新的要求,客服不再追求数量而向质量倾斜。接下来,论文回顾市场细分理论、差异化营销理论,并运用ACSI模型和电信用户满意度指数模型,阐释必须要超出客户期望才能得到优质的客户服务水平。主体一部分研究了成都移动公司如何有效提高客户服务质量,包括细分客户类型,了解客户真正需求,针对性提供服务等各个方面的具体策略和方法。主体二部分研究成都移动公司在自身不同渠道、不同客户类型、不同业务领域等各方面实施个性化服务的举措,提出个性化服务才是今后客户服务的所应努力方向。文章通过通信企业、通信行业、通信市场三重维度的分析,运用学习的理论知识与专业的数据模型,为求透彻解析新形势下客户服务的新特点,积极寻找同质化竞争问题的解决之道,以便在今后的工作中可以将个性化服务的内容加以总结与批量应用。
[Abstract]:With the China communications industry, several large-scale restructuring and 3G era coming round, Chinese three operators China Mobile, China Unicom China, great changes have taken place in the China Telecom pattern, forming a situation of tripartite confrontation situation. Inter industry business barriers was completely broken, the three operators can also have a mobile, fixed line, broadband operating authority, industry officially entered the era of business competition. The early stage has experienced the rapid development of communication industry, communication market need change gradually saturated, operators are actively seeking the road of innovation. The fierce competition of customer service communication is the lifeblood of the industry put forward new requirements. That way, the communications industry actively looking for a new blue ocean space the new form of customer service requires operators to integrate the whole industry chain resources, to customer demand as the center, make a good market for fine division of labor, personalized Service initiatives have been put forward and fully used.
This paper from the China Mobile group to start with the development, then introduces the development course of Chengdu Mobile Corporation, has been the main problem analysis of communication market is currently facing: homogeneous competition is serious and customer service requirements of the new changes. All the signs of the 3G era, China Mobile group will become the absolute advantage the dominant position. The article deeply analyzes the advantages and disadvantages of Mobile Corporation have, facing opportunities and challenges, the analysis pointed out that the proposed new requirements and new changes to the customer service, customer service is no longer the pursuit of quantity and quality to tilt.
Next, the paper reviews market segmentation theory, differentiated marketing theory, and applies ACSI model and telecom user satisfaction index model to explain that we must exceed customer expectations to get quality customer service level.
In the first part, we have studied how Chengdu Mobile Corporation can effectively improve customer service quality, including subdividing customer types, understanding customer's real needs, providing targeted services and other specific strategies and methods.
The two part studies the initiatives of Chengdu Mobile Corporation in carrying out personalized service in various channels, different customer types and different business areas, and puts forward that personalized service is the direction of customer service in the future.
This article through the communication enterprises, the communications industry, analysis of communication market in three dimensions, using learning theory knowledge and professional data model, new features for a thorough analysis of customer service under the new situation, actively looking for solutions of homogeneous competition problems, in order to work in the future can be personalized service content. Summary and batch applications.

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626;F274

【参考文献】