南京电信“我的E家”营销方案的评价、选择与实施研究

发布时间：2018-06-12 19:30

本文选题：项目管理 + 项目质量评价　；参考：《南京邮电大学》2012年硕士论文

【摘要】：随着通信和信息技术的发展,移动通信市场中移动增值业务以其特殊的活力与优势,已经成为中国电信行业运营商重要的增长点。作为南京电信增值业务的“我的e家”,其用户规模已超过30万,对整个南京电信收入的贡献以及对组合业务的迅速拉动效果明显。但同时也存在一些问题,如套餐方案与用户需求的差异性、营销渠道不足、营销方案不够完备等问题,影响了新老用户潜在价值的提升和对信息服务潜在需求的挖掘,进而影响了南京电信市场竞争的优势。为此,对原来的南京电信“我的E家”营销方案进行评价,提出相应的改进策略,是南京电信公司关注的问题,其研究具有实际意义。论文视南京电信“我的E家”营销问题为一个项目,从“我的E家”营销管理各环节入手,划分了若干个阶段。在改进计划阶段,基于“我的e家”营销现状的分析,提出了改进的思路,确定了方案改进评价标准；在改进方案选择阶段,根据FMEA质量评价模型,对该营销方案关键质量特性指标及潜在要因进行了分析,确定了改进方案；在改进方案实施阶段,制定了实施流程,实施了相应的营销措施,从而保证了改进方案预期目标的实现。论文贡献在于针对营销问题,进行了项目化研究,探索了一种适合电信自身特点的营销项目管理、推进模式,为此类问题的解决提供了理论指导。
[Abstract]:With the development of communication and information technology, mobile value-added service in mobile communication market has become an important growth point for Chinese telecom operators with its special vitality and advantages. As the value added service of Nanjing Telecom, "my home" has more than 300000 subscribers, the contribution to the whole Nanjing Telecom revenue and the rapid pull effect on the portfolio business are obvious. But at the same time, there are some problems, such as the difference between the plan and the demand of users, the insufficiency of marketing channel, the incompleteness of marketing scheme, and so on, which affect the promotion of potential value of new and old users and the mining of potential demand for information service. Furthermore, it affects the competitive advantage of Nanjing telecom market. Therefore, it is of practical significance to evaluate the original marketing scheme of Nanjing Telecom "my E home" and put forward the corresponding improvement strategy. This paper regards Nanjing Telecom's "my E home" marketing problem as a project, starting with each link of "my E home" marketing management, divides several stages. In the stage of improvement plan, based on the analysis of the present marketing situation of "my home", this paper puts forward the idea of improvement and determines the evaluation standard of scheme improvement, and in the stage of improving scheme selection, according to the quality evaluation model of FMEA, The key quality characteristic index and potential cause of the marketing scheme are analyzed, and the improvement scheme is determined. In the stage of implementation of the improved scheme, the implementation process is established, and the corresponding marketing measures are implemented. Thus, it ensures the realization of the expected goal of the improved scheme. The contribution of this paper is to carry out project research on marketing problems, explore a marketing project management model suitable for telecom's own characteristics, and provide theoretical guidance for solving this kind of problems.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626;F274

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