云南联通的营业厅选址方法研究

发布时间：2018-03-21 12:47

本文选题：云南联通　切入点：营业厅　出处：《昆明理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国电信行业的重组与发展,形成了以中国电信、中国移动和中国联通三家运营商为主体的竞争格局。在激烈的市场竞争中,运营商要想获得竞争优势,必须不断提升运营效率,改进管理手段。营业厅作为联系运营商与用户的桥梁和纽带,是运营商拓展市场份额,服务广大用户的主要途径。好的营业厅选址,不但可以提升营业厅建设资金使用的效率与效益,而且可以拓展现有渠道,助力销售和服务体系的搭建。从云南联通的实际情况出发,通过分析存在问题,对云南联通的营业厅选址进行了研究,并根据竞争性选址理论、商圈理论和网格化理论,设计了一整套的营业厅选址流程和操作方法。研究主要从以下几个方面展开：首先,将营业厅选址问题分解为营业厅规划与营业厅选址两个步骤来开展。营业厅规划是将所研究的城市区域划分一个个网格,根据企业对每个网格的业务目标来测算该网格内营业厅的数量和布局要求。之后,在营业厅规划的指导下开展营业厅选址。其次,建立营业厅选址评估指标体系。区分并确定影响营业厅选址的“区位”因素和“点位”因素。“区位”因素包括拟选址营业厅所在区域的人口、经济、竞争等因素；“点位”因素包含营业厅所选位置的交通、客流和物业条件等。之后,根据这些影响因素,制定出现场评估调查表和选址评估指标表。具体评估中使用GIS(地理信息系统)技术在地图上标注出营业厅选址点一定半径内的相关信息,如周边自有渠道网点、竞争对手网点,以及学校、医院、车站、超市等可能为营业厅带来客流的聚客源的分布情况。最后,设计出营业厅效能评估指标体系,分为效益预评估和效能后评价,作为营业厅效益预测和效能检验的工具。营业厅效益预评估是从经济效益角度对选址营业厅未来能否盈利进行预测,作为选址方案能否成立的判断条件；营业厅效能评价则是对运营后的营业厅根据其职能重点进行检验。而营业厅职能通常有销售、服务、宣传和体验四大职能。
[Abstract]:With the reorganization and development of the telecommunication industry in China, the competition pattern of three operators, namely China Telecom, China Mobile and China Unicom, has been formed. In the fierce market competition, the operators want to gain the competitive advantage. As a bridge and link between operators and users, the business office is the main way for operators to expand their market share and serve the vast number of users. It can not only improve the efficiency and benefit of the construction fund, but also expand the existing channels, and help to build the sales and service system. Based on the actual situation of Yunnan Unicom, and by analyzing the existing problems, this paper studies the location of business hall of Yunnan Unicom, and according to the theory of competitive location, the theory of business circle and the theory of gridding, Design a set of business hall location process and operation methods. The research mainly from the following aspects:. First of all, the business hall location problem is divided into two steps: the business hall planning and the business hall location selection. The business hall planning is to divide the urban areas studied one by one into grids. According to the business objectives of each grid, the number and layout requirements of the business hall in the grid are calculated. Then, the location of the business hall is carried out under the guidance of the business hall planning. Secondly, establish the evaluation index system of business hall location, distinguish and determine the "location" factor and "point location" factor that affect the location of business hall. "location" factor includes the population and economy of the area where the business hall is to be located. Factors such as competition; "point position" factors include traffic, passenger flow and property conditions at the location chosen by the business hall. After that, according to these influencing factors, In the concrete evaluation, GIS-technology is used to mark the relevant information within a certain radius of the location of the business hall on the map, such as the surrounding channel network, the competitor network, And schools, hospitals, stations, supermarkets, etc. Finally, the index system of effectiveness evaluation of business hall is designed, which is divided into benefit pre-evaluation and post-effectiveness evaluation. As the tool of profit prediction and efficiency test, the pre-evaluation of business hall benefit is to predict whether the business hall will be profitable in the future from the angle of economic benefit, as the judgment condition of whether the location plan can be established or not. The effectiveness evaluation of the business office is to test the business office according to its function emphases, and the business office function usually has four functions: sales, service, propaganda and experience.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626

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