甘肃移动电子渠道运营效能提升研究

发布时间：2018-04-15 10:31

本文选题：电子渠道 + 运营效能提升　；参考：《兰州大学》2013年硕士论文

【摘要】：在移动互联网时代,国内的几家电信运营商经过多年的努力,已初步完成了渠道的基础建设,形成了实体渠道和电子渠道相结合的渠道运营体系。随着互联网和通信技术的快速发展,客户的行为逐渐趋向于互联网化,网络客户成为电信运营商的战略性成功要素；电信运营商的业务转型也对渠道提出了挑战；海量客户覆盖、地价和人工成本上升,都让实体渠道的佣金成本和营业厅建设、维护成本高居不下;来自客户、业务和成本三方面的变化,给电信运营商的渠道建设带来新的挑战,这些因素都使得电信运营商不得不考虑进一步完善电子渠道,并提高其运营效能。本文以甘肃移动电子渠道作为研究对象,通过介绍电子渠道的营销理论及甘肃移动电子渠道现状等,分析运营和管理过程中存在的一些问题,研究如何提升电子渠道的运营效能,进一步降低企业的运营成本、促进业务发展,期望能够使甘肃移动在激烈的市场竞争中获得一定的优势。
[Abstract]:In the era of mobile Internet, after several years of efforts, several telecom operators in China have initially completed the basic construction of channels, forming a channel operation system combining entity channels with electronic channels.
With the rapid development of Internet and communication technology, customer behavior gradually tend to the Internet network, customers become strategic success factors of telecom operators; business transformation of telecom operators also poses a challenge to the channel; massive client coverage, land prices and labor costs rise, let the physical channel commission costs and business hall construction. Maintenance cost is high; from customers, changes in business and the cost of the three aspects, brings new challenges to the channel construction of telecom operators, these factors make the telecom operators have to consider further improvement of electronic channels, and improve its operational performance.
This paper takes Gansu mobile electronic channels as the research object, through the introduction of the status quo of electronic channel marketing theory and Gansu mobile electronic channels, analyzing some problems in the process of operation and management, the research on how to improve the operational performance of the electronic channels, to further reduce the operating costs of enterprises, promote business development, is expected to Gansu mobile to get some the advantage in the fierce market competition.

【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

【参考文献】