北京联通VIP客户营销管理支撑系统设计与应用

发布时间：2018-03-24 23:22

本文选题：中国联通　切入点：VIP客户　出处：《北京邮电大学》2012年硕士论文

【摘要】：目前电信业的竞争已从原来简单的价格竞争转换为包含品牌、服务在内的综合竞争,其中服务水平正逐渐成为企业的核心竞争能力之一。特别是随着技术的进步和市场的发展,产品价格的降低已成必然,但降价是有限度的,而服务质量的改善则是无限度的。随着科学技术的发展和市场的逐渐饱和,电信业的竞争已从原来简单的价格竞争逐步转换为包含品牌、服务在内的综合竞争,而其中的服务水平正逐渐成为企业的核心竞争能力之一。但我们不能不看到,目前中国联通的服务工作却面临着巨大的挑战。不论是企业内部的服务流程,还是服务管理的举措等诸多方面,都还存在着有待优化的空间。原有客户服务体系已明显显现不足,并开始成为制约中国联通发展的一个重要因素。“服务”的战略性价值在于提高客户的忠诚度。现阶段电信业务面临同质化竞争的市场压力,迫切需要电信企业重视用户忠诚度,吸引、维系、提升客户关系并从中获取价值是检验一个企业是否成熟的重要标志。这也是建设未来电信企业核心竞争力必要内容之一。尽快打造一个全新的中国联通客户服务管理体系,已成为推动中国联通发展丞待解决的重要课题。本课题在重点分析联通客户忠诚度之经济基础上,提出建立电信客户忠诚度原则及其相关举措,基于对中国联通VIP客户现状的认识,深刻分析了中国联通建立新型客户服务管理体系的必要性,提出以科学发展观为指导,将系统化、结构化纳入服务要素,逐步建立以客户为中心、以服务流程为主线的新型客户服务管理体系,以稳定提高服务水平,打造长期的服务竞争优势。本论文设计的北京联通VIP客户营销管理支撑系统的特点是：界面清晰,操作简单,涵盖内容丰富全面,便于客户经理及管理人员对客户的维系与管理。并能提前预警客户费用、业务等变化状况。通过系统展开的维系工作,能大大提高客户满意指数,建立更好的客户感知。此系统主要分为四大模块：客户管理、俱乐部管理、预警管理、客户经理首页管理。论文根据系统对VIP客户经理工作需求、维系目的,分模块阐述了模块需求,模块设计操作,展示操作界面,其中穿插探讨了VIP客户的服务质量分析方法及其问题点的优化方法,基本达到了提高用户感知度,树立优质企业品牌形象的目的。
[Abstract]:At present, the competition of telecommunication industry has changed from simple price competition to comprehensive competition including brand and service, in which service level is gradually becoming one of the core competitiveness of enterprises, especially with the progress of technology and the development of market. It is inevitable to reduce the price of the product, but there are limits to the reduction of price, while the improvement of the quality of service is unlimited. With the development of science and technology and the gradual saturation of the market, The competition of telecommunication industry has gradually changed from simple price competition to comprehensive competition including brand and service, and the service level is gradually becoming one of the core competitiveness of enterprises. At present, the service work of China Unicom is facing enormous challenges. Whether it is the service flow within the enterprise or the service management measures, and so on, There is still room for optimization. The original customer service system is clearly inadequate. The strategic value of "service" lies in improving customer loyalty. At the present stage, telecom business is facing the market pressure of homogeneous competition, so it is urgent for telecom enterprises to attach importance to customer loyalty. Attract, sustain, Enhancing customer relationship and obtaining value from it is an important sign to test whether an enterprise is mature or not. This is also one of the essential contents of building the core competitiveness of future telecom enterprises. Build a brand new customer service management system of China Unicom as soon as possible. Has become China Unicom to promote the development of an important subject to be resolved. Based on the analysis of the economic base of China Unicom customer loyalty, this paper puts forward the establishment of telecom customer loyalty principles and related measures, based on the understanding of China Unicom VIP customer status. This paper deeply analyzes the necessity of China Unicom to establish a new customer service management system, and puts forward that, guided by the scientific concept of development, China Unicom should bring systematization and structure into the service elements, and gradually establish a customer-centered system. The new customer service management system based on service flow can steadily improve service level and build long-term competitive advantage of service. The characteristics of the VIP customer marketing management support system designed in this paper are: the interface is clear, the operation is simple, and the content is rich and comprehensive. It is convenient for account manager and manager to maintain and manage the customer, and can forewarn the change of customer expense and business in advance. Through the maintenance of the system, the customer satisfaction index can be greatly improved. This system is mainly divided into four modules: customer management, club management, early warning management, account manager home page management. The module describes the module requirements, module design and operation, display the operation interface, in which interspersed into the VIP customer service quality analysis method and the optimization method of the problem point, basically achieved to improve the user perception, The purpose of establishing brand image of high-quality enterprises.
【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】：TP311.52;F626

【共引文献】