中国联通哈尔滨市分公司网格化营销项目管理研究

发布时间：2018-05-02 17:42

本文选题：项目管理 + 网格化营销　；参考：《哈尔滨工业大学》2017年硕士论文

【摘要】：目前,随着互联网+战略的实施和4G技术的快速发展,中国国内通信市场的竞争越来越激烈,中国移动,中国电信和中国联通在收入和利润指标的完成上,都面临着巨大的压力,如何突破市场发展瓶颈,扩大通信市场份额,增加收入和利润指标,是三家运营商都需要面临的共性问题。三家国内主导的通信运营商在积极寻找应对策略的同时,也把稳定现有通信市场份额作为工作的重点,即增量客户的价值挖潜和现有存量用户的保有。中国联通在不断研究国外通信行业的发展趋势的同时,也时刻关注国内通信市场的变化情况,积极寻求一种适合中国联通自身实际的改革模式。如何在企业内部经营方面将不同的业务相结合,将不同的平台整合,将不同的网络融合,力争实现在节约企业内部资源的同时,又能提高了企业的生产效率。过去中国联通改革重点主要集中在集团公司和省分公司的层面,并没有在区、县分公司这样的经营一线进行改革,为了打破原有的经营体制,强化服务客户的经营导向,中国联通尝试以经营一线为改革重点,压缩管理层级、将资源和考核打包下沉到一线的经营网格内,使一线的网格实现权、责、利的统一。从而希望能够建立一套高效,高能的经营体系。本篇文章通过对网格化管理体系、扁平化管理理论的阐述,并结合中国联通哈尔滨市分公司网格化营销项目改革历程和借鉴模式的介绍。总结出实施网格化营销项目是中国联通哈尔滨市分公司摆脱目前经营困境,打开业务发展瓶颈的主要途径。通过对中国联通哈尔滨市分公司网格化营销项目实施过程的追踪,分析了中国联通哈尔滨市分公司网格化营销项目在实施过程中管理上存在的问题,结合项目管理理论知识对其产生的原因进行了详细的分析和总结,最后对中国联通哈尔滨市分公司网格化营销项目在内部、外部管理方面的不足,提出了合理化的改进建议,同时为了使网格化营销项目能够顺利实施制定了相应的保障计划。最终希望切实解决中国联通哈尔滨市分公司网格化营销项目在管理方面的不足,提出切实可行的改进建议,为网格化营销项目在中国联通集团内全面的实施,提供参考和借鉴。
[Abstract]:At present, with the implementation of the Internet strategy and the rapid development of 4G technology, the competition in China's domestic communications market is becoming more and more intense. China Mobile, China Telecom and China Unicom have completed their revenue and profit targets. All of them are facing great pressure. How to break through the bottleneck of market development, expand the market share, increase the revenue and profit index, is the common problem that the three operators need to face. While the three domestic leading communication operators are actively looking for countermeasures, they also focus on stabilizing the market share of the existing communications, that is, tapping the value of incremental customers and maintaining the existing stock of customers. While continuously studying the development trend of foreign communication industry, China Unicom also pays close attention to the changes of domestic communication market and actively seeks a reform mode suitable for China Unicom itself. How to combine different business, integrate different platforms, and integrate different networks in order to save the internal resources of the enterprise and improve the efficiency of the enterprise at the same time. In the past, the focus of China Unicom reform was mainly on the level of group companies and provincial branches, and it did not carry out reform at the regional or county branch level. In order to break the original business system and strengthen the business orientation of serving customers, China Unicom tries to take the management line as the reform focus, compress the management level, and sink the resources and examination into the first-line management grid, so as to unify the power, responsibility and benefit of the first-line grid. In order to establish a set of efficient, high-energy business system. This paper expounds the grid management system and flat management theory and introduces the reform course of grid marketing project of Harbin Branch of China Unicom and the reference model. It is concluded that the implementation of grid marketing project is the main way for China Unicom Harbin Branch to get rid of the current operating predicament and open the bottleneck of business development. By tracing the implementation process of the grid marketing project of China Unicom Harbin Branch, this paper analyzes the problems existing in the management of the grid marketing project of China Unicom Harbin Branch. Combined with the theoretical knowledge of project management, this paper makes a detailed analysis and summary of the causes, and finally puts forward some reasonable suggestions for improving the internal and external management of the grid marketing project of Harbin Branch of China Unicom. At the same time, in order to make the grid marketing project can smoothly implement the corresponding security plan. Finally, the author hopes to solve the shortage of grid marketing project in Harbin Branch of China Unicom, and put forward practical suggestions to improve the grid marketing project in China Unicom Group, and provide reference and reference for the implementation of grid marketing project in China Unicom Group.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

【参考文献】