广西电信电子渠道营销研究

发布时间：2018-06-19 04:49

本文选题：电子渠道 + 业务流程改造　；参考：《电子科技大学》2012年硕士论文

【摘要】：随着计算机信息技术及通信技术的发展，尤其是移动互联网时代的到来，，电信运营商进入全业务经营时期，各大运营商都在加大业务发展力度以抢占市场先机。而电子渠道由于在相关行业的成功运用以及国外运营商的成功经验，为国内运营商的发展提供了重要思路和借鉴。中国电信作为移动业务的后进入者，一方面急需大力拓展渠道规模发展移动用户，另一方面也急需寻找更经济有效的途径来实现集约化经营，以节约成本、提高效益、扩大发展。因此，电子渠道就成为中国电信非常看重并急需大力发展的渠道。在这样的背景下，广西电信也一直致力于本省电子渠道建设，力求使其在业务发展中起到较好的作用。本文即是在分析对比国内三大运营商在电子渠道发展方面的优劣势的基础上，针对广西电信电子渠道运营的现状进行具体分析，找出影响和制约广西电信电子渠道运营水平的因素，主要集中在组织机构、功能建设、系统支撑、运营推广等四个方面，并通过对存在问题和因素的具体分析研究，提出了具体建议方案： 1．建设高效的电子渠道运营体系。从设立专门的运营机构、优化IT支撑系统入手，建立专业团队和高效的运营支撑系统打好电子渠道运营的基础。 2．开展电子渠道销售产品的优化和业务流程改造工作。对适合于电子渠道销售的产品进行筛选和优化，对影响客户办理感知的业务流程进行改造，以提高客户在电子渠道办理业务时的便利性，给客户以良好的感知。 3．开展电子渠道精确营销工作。针对电信运营系统中的各类业务数据建立采集和分析模型，选取电子渠道营销所需要的目标客户数据，开展针对性的精确营销工作，可以大大提高电子渠道营销的成功率。 4．制定有效的绩效考核办法。针对分公司和实体渠道推广人员，分别制定不同的考核办法，有效解决渠道冲突问题，提高电子渠道在各地的推广普及。
[Abstract]:With the development of computer information technology and communication technology, especially the arrival of the era of mobile Internet, telecom operators have entered the period of full-service operation, and all major operators are increasing the strength of business development in order to seize the market opportunities. Due to the successful application of electronic channels in related industries and the successful experience of foreign operators, it provides an important way of thinking and reference for the development of domestic operators. As the later entrant of mobile service, China Telecom urgently needs to expand the channel scale to develop mobile users, on the other hand, it is urgent to find more economical and effective ways to realize intensive operation, in order to save costs and improve efficiency. Expand development. Accordingly, electronic channel becomes the channel that Chinese telecommunication values very much and need to develop energetically. In this context, Guangxi Telecom has also been committed to the province's electronic channel construction, and strive to make it play a better role in business development. On the basis of analyzing and comparing the advantages and disadvantages of the three major domestic operators in the development of electronic channels, this paper makes a concrete analysis of the current situation of Guangxi Telecom's electronic channel operation. To find out the factors that influence and restrict the operation level of Guangxi telecom electronic channel, mainly focusing on four aspects: organization, function construction, system support, operation and promotion, and through the concrete analysis and research on the existing problems and factors. Put forward specific proposals: 1. Build an efficient electronic channel operation system. Starting with the establishment of specialized operating institutions to optimize IT support systems, Establish a professional team and efficient operation support system to lay the foundation of electronic channel operation. 2. Carry out the optimization of electronic channel sales products and business process transformation. To screen and optimize the products suitable for electronic channel sales, to transform the business process that affects the perception of customer processing, in order to improve the convenience of customers when dealing with business through electronic channels. To customers with good perception. 3. Carry out the electronic channel accurate marketing work. The collection and analysis model of all kinds of business data in telecommunication operation system is established, and the target customer data needed for electronic channel marketing is selected to carry out targeted and accurate marketing work. Can greatly improve the success rate of electronic channel marketing. 4. Develop effective performance appraisal methods. Aiming at the extension staff of branch and entity channel, different assessment methods are worked out, which can effectively solve the channel conflict and improve the popularization of electronic channel in various places.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

【共引文献】