中国电信F公司实体门店顾客体验提升策略研究

发布时间：2018-04-10 18:00

本文选题：移动业务 + 实体门店　；参考：《华东理工大学》2017年硕士论文

【摘要】：中国电信作为三大运营商中原来以固网业务为主的运营商,由于国家政策只能经营非市场主流的CDMA制式终端,这种制式在社会化的实体零售店很难觅到相关终端,这也成为了中国电信移动发展的一大瓶颈。所以发展CDMA终端的实体零售店面为中国电信移动发展的重中之重,其中发展的第一步就是让旗下众多的门店先成为CDMA终端零售店。本文以中国电信旗下某一分公司为例,首先对产生该问题的行业背景和市场背景进行了分析。其次,通过市场调研、PEST宏观环境分析和对三大运营商门店的比较分析等不同研究手段了解F公司现有门店的优势和不足,并分析造成困境的原因,为解决问题提供依据。最终提出在电信实体门店可利用加强客户体验提升销售能力的观点。围绕此观点,一方面在实体门店的硬件上进行加强客户体验的改造,另一方面通过梳理不同的进厅客户的销售场景,结合相应的体验动作,以加强客户现场体验感受,以此带动服务感知和产品销售。
[Abstract]:China Telecom, as one of the three major operators, originally focused on fixed-line network services. Because the national policy can only operate non-market mainstream CDMA standard terminals, it is very difficult to find related terminals in socialized physical retail stores.This has also become a major bottleneck in the development of China Telecom Mobile.Therefore, the development of CDMA terminal physical retail store is the most important development of China Telecom Mobile, the first step of development is to let its numerous stores become CDMA terminal retail stores first.Taking a branch of China Telecom as an example, this paper first analyzes the industry background and market background of this problem.Secondly, through market research, pest macro-environment analysis and comparative analysis of the three major operators stores, we understand the advantages and disadvantages of F company's existing stores, and analyze the causes of the difficulties, to provide the basis for solving the problems.Finally, it puts forward the view that strengthening customer experience can be used to enhance sales ability in telecom entity stores.Around this viewpoint, on the one hand, the hardware of the physical store is to strengthen the transformation of customer experience; on the other hand, by combing the different sales scenes of customers entering the hall, and combining the corresponding experience actions, to strengthen the experience experience of customers on the spot.In order to promote service awareness and product sales.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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