中国移动集团客户支撑体系的研究

发布时间：2018-01-11 03:25

本文关键词：中国移动集团客户支撑体系的研究　出处：《北京邮电大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着我国通信市场经过近十年的不断发展,三大运营商之间竞争日益激励。在公众客户趋于饱和的状态下,集团客户成为三大运营商竞争的蓝海,如何保留并发展集团客户成为三大运营商的研究重点,做好集团客户的支撑工作对增强集团客户满意度有很大作用。网络资源是运营商的核心资源,是运营商的命脉,谁拥有良好的网络资源就掌握的巨大的竞争优势。中国移动拥有世界上最大的移动通信网络,但在固网资源上始终比较欠缺,接入问题是困扰中国移动的最大问题。获得固网牌照后和4G牌照后,中国移动会将发展焦点对准集团客户和家庭客户。在公众客户达到基本饱和的状态下,集团客户业务的发展非常迅猛,中国移动目前的集团客户数目已经超过300万家,约40%多的企业集团客户都来自中国移动,集团客户的收入已经占到中国移动总营收的40%以上,中国移动的业务收入正在从将个人客户作为主营收入转变到个人客户和集团客户发展并重的思路上来。随着激烈的市场竞争,中国移动既要保护好已有的集团客户资源,更要大力开拓其他的集团客户,因此,做好集团客户的保障支撑工作,建立完善的集团客户支撑体系成为第一要务。本研究遵循理论研究与实证分析相结合的原则,首先通过文献分析法概括总结出集团客户支撑体系建设的五个要素：从系统的角度去论述,一个好的运维支撑体系应当具备优质的网络、合理的组织架构、可靠的服务质量、高效的IT系统及完善的业务流程,这是本文的第一个创新点。基于以上五个要素的分析框架,本文在充分调研的基础上,运用案例和标杆分析法,通过与竞争对手对标,比较客观详实的提出并分析了中国移动集团客户支撑体系在网络、组织、服务质量、系统和流程等五个方面存在不足和问题。通过对运营商进行深入调查,本文运用实证的方法对影响集团客户满意度的因素进行了测度分析,并得出了影响因素之间的路径系数和关键因素,客户响应是影响客户满意最重要的因素,其次是流程和渠道建设的优化,最后是服务质量和网络质量的优化。这些是影响中国移动集团客户支撑体系客户满意因素的可测量变量,将五个因素进行先后顺序化,对于指导集团客户支撑体系构建和完善提供了有针对性和可操作性的对策和方法,这是本文的又一个创新点。在此基础上,本文提出了“五个转变”来解决中国移动集团客户支撑体系面临的问题,最后,根据反馈结果从IT系统、组织架构、服务流程、服务质量、网络的先后顺序依次提出优化建议。
[Abstract]:With after nearly ten years of continuous development of China's telecommunications market, between the three operators of fierce competition. Customers in the public tends to saturation, the customer group has become the three largest operator competition blue ocean, how to keep the development and customer group became the focus of the study of the three operators, do support the work of the group customers have great effect on enhancing group customer satisfaction.
Cyber source is the core resource of operators, is the lifeblood of the operators, who have a good grasp of the cyber source huge competitive advantage. China Mobile has the world's largest mobile telecommunication network, but always in lack of fixed network resources, access problem is the biggest problem for China Mobile.
Get FTNS licenses and 4G licenses, China Mobile will focus on the development of group customers and domestic customers. Basically reached the saturated state in public customers, the development of the group's business is very fast, the number of customers of China Mobile group has more than 300 million, more than 40% of customers are from China Mobile group, the group of customers revenue has accounted for more than 40% of the total revenue of China Mobile, China Mobile's business income is from individual customers as the main income change up ideas to both individual customers and group customers development. With the fierce market competition, China Mobile not only to protect the existing customer resources, to vigorously develop other customers of the group, so well, the group customer support work, establish and improve the group customer support system has become the first priority.
This research follows the combination of theoretical research and empirical analysis principle, firstly summed up the five elements of the construction of supporting system of group customer through literature analysis: to discuss from the perspective of system, a good operation support system must have high quality network, reasonable structure, reliable quality of service, IT system efficient and perfect business process, this is the first innovation of this paper. The above analytical framework based on five elements of this paper, on the basis of full investigation, using the case analysis method and benchmarking, through benchmarking comparison with competitors, objectively puts forward and analyzes the customer support system of China Mobile group in network organization and the quality of service, shortcomings and problems in the five aspects of system and process. Through in-depth investigation of operators, this paper uses empirical methods to influence customer satisfaction for the group In the measurement and analysis, and draw the path coefficient between the influencing factors and key factors affecting customer satisfaction, customer response is the most important factor, followed by the optimization process and channel construction, and finally optimize the quality of service and quality of the network. These are measurable variables that affect the China Mobile group customer support system of customer satisfaction factors. Five, of order, to construct and perfect the system provides targeted and feasible countermeasures and methods to guide the support of customers of the group, this is another innovation of this paper. On this basis, this paper puts forward the "five changes" to solve the China Mobile group customer support system faces the problem, finally, according to the result of feedback from the IT system, organizational structure, service process, service quality, in order to network are put forward optimized suggestions.

【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F626

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