C市联通营业厅运营管理的改进研究

发布时间：2018-10-29 10:47

【摘要】：经过近十多年的规范管理运作，联通营业厅已经形成了一整套完善、规范的运营模式，从服务角度出发，规范运营，努力打造合适的运营体系。但随着通信运营商重组工作的结束，3G牌照的发放，通信运营商竞争日趋白热化，营业厅仅仅作为服务的窗口已经远远不能满足企业战略发展的要求，营业厅转型势在必行。因此，近几年，中国联通启动了营业厅从传统的“业务受理”向“销售与服务并重”的定位转型，吹响了提升营业厅效能的号角，以提升“销售的组织能力、环境的聚客能力、人员的销售技能”为核心的营业厅“体验营销”销售模式，在全国各地营业厅试行，新一轮营业厅运营管理规范化工作正在全面试点实施，各地营业厅正在逐步完善提升营业厅效能的管理体系。在营业厅转型过程中，各地标准不一，如何在集团公司标准化运营的基础上进一步提升营业厅各项销售、服务能力，是各地营业厅管理者必须要改进、突破并最终形成本地运营管理规范必须要面对的问题。本文以C市营业厅运营管理为例，结合部分试点营业厅的转型成果，具体分析了目前营业厅运营工作中管理者遇到的问题，提出了具体的解决方案和实施办法，重点在营业厅选址、现场管理、销售组织、团队建设、考核、培训、人员激励等方面，制定规范的流程和工作要求，为营业厅在转型过程中提供参考，目的是在集团营业厅规范运营要求的框架下，，整理出一套符合本地特点的营业厅运营办法。在以往的营业厅管理中，都是将营业厅做为成本中心进行管理，本文的设计是将营业厅改造成利润中心，一切以体验营销为主，从选址到促销，从团队建设到绩效激励，从培训到考核，都是以客户感知为主要出发点。在营业厅选址中，引入了打分的观念，客观上降低了人为干预的风险；在营业现场管理中，对营业员忙、闲时调整和复用进行了优化，并单独将客流量剧增引发的紧急事件制定紧急预案；对基础管理工作进行了一定的提升，尤其是信息分析和反馈方面，设计了一整套模版，强调了客户需求信息的挖掘，并设计了营业厅考核和评价的打分权重比例；对人力资源管理和绩效管理进行了优化，用于支撑体验营销体系，降低营业员流动率，进而降低人力成本。通信市场竞争越来越激烈，运营商的营业厅作为企业与客户沟通的重要纽带，不仅作为企业形象宣传的重要窗口，起到宣传品牌、企业、产品形象，提升客户感知的作用，同时在增加企业收入，扩展客户规模，树立品牌、竞争优势等方面的作用会越来越明显。本文介绍的部分内容已经得到了实行和验证，但还需要进行更广泛的应用和探讨，进而进行后续的补充和改进，营业厅转型工作需要大量的数据积累和实践，才能摸索出最适合当时背景的方案，达到最优的效果。
[Abstract]:After more than a decade of standardized management operation, Unicom business hall has formed a set of perfect, standardized operation mode, from the service point of view, standardize the operation, and strive to create a suitable operation system. However, with the end of the reorganization of communication operators, the issuance of 3G licences, and the increasingly fierce competition of telecommunications operators, the business hall is far from being able to meet the requirements of the strategic development of enterprises only as a window of service, and the transformation of the business hall is imperative. Therefore, in recent years, China Unicom has initiated the orientation transformation of the business hall from traditional "business acceptance" to "both sales and service", and has sounded the horn to enhance the effectiveness of the business office, in order to enhance "the organizational ability of sales and the ability of gathering customers in the environment." The sales model of "experience marketing", which is the core of the sales skills of the staff, has been tried out in the business offices throughout the country, and the new round of standardization of the operation and management of the business offices is being carried out in a comprehensive pilot project. Local business offices are gradually improving the effectiveness of business management system. In the process of business hall transformation, the standards vary from place to place. How to further enhance the sales and service capability of the business hall on the basis of the standardized operation of the group company is a must for local business hall managers to improve. Break through and finally form the local operation management standard must face the problem. Taking the operation and management of the business office in C city as an example, combined with the transformation results of some pilot business offices, this paper concretely analyzes the problems encountered by the managers in the operation of the business offices at present, and puts forward specific solutions and implementation methods. Focusing on the business hall location, site management, sales organization, team building, assessment, training, staff motivation and other aspects, to formulate standardized processes and work requirements, to provide reference for the business office in the process of transformation, The aim of this paper is to arrange a set of local operation methods in accordance with the standard operation requirements of the group business hall. In the past business hall management, the business hall as the cost center to manage, the design of this article is to transform the business hall into a profit center, all to experience marketing, from location to promotion, from team building to performance incentives, From the training to the assessment, are to customer perception as the main starting point. In the location of business hall, the concept of scoring is introduced, which objectively reduces the risk of human intervention. In the business site management, the salesperson is busy, idle time adjustment and reuse are optimized, and the emergency incident caused by the sharp increase in passenger flow is separately formulated emergency plan; The basic management work has been promoted, especially in information analysis and feedback, a set of templates has been designed, which emphasizes the mining of customer demand information, and has designed the proportion of scoring weight of the examination and evaluation of the business hall; Human resource management and performance management are optimized to support the experience marketing system, reduce the turnover rate of salespeople, and then reduce the cost of human resources. The competition in the communication market is becoming more and more intense. As an important link between enterprises and customers, the business hall of operators not only serves as an important window for enterprise image publicity, but also plays a role in promoting brand, enterprise, product image and enhancing customer perception. At the same time, the role of increasing enterprise income, expanding customer size, building brand, competitive advantage will become more and more obvious. Some of the contents introduced in this paper have already been implemented and verified, but we still need to carry out more extensive application and discussion, and then carry on the follow-up supplement and improvement, the business hall transformation work needs the massive data accumulation and the practice. In order to find out the most suitable for the background of the program, to achieve the best results.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F626

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