全业务环境下东莞移动自有渠道管理策略研究

发布时间：2018-04-18 01:19

本文选题：东莞移动 + 全业务　；参考：《华中科技大学》2012年硕士论文

【摘要】：2008年中国工业及信息产业化部正式公布电信重组方案。即中国电信收购中国联通CDMA网络，中国联通并购中国网通组成新中国联通，中国铁通并入中国移动。至此，中国最大的三家通信运营商正式进入固话、宽带、移动通信的全业务竞争环境。在新的竞争环境下，市场格局剧变，三大运营商的业务和服务同质化趋势明显，客户的离网成本逐步降低，，电信运营商需要对自身的价值链定位及商业模式进行重新选择，也需要对自有渠道建设进行重新审视与构建以满足体验、维系等新的战略要求。本文对“自有渠道”的主要指中国移动服营厅，含自建服营厅（下文简称服营厅）和外包的服营厅（下文简称自建他营厅），文首先从宏观上分析了东莞移动全业务运营的特征和通信市场特点，引入扁平化渠道管理论对东莞移动自有渠道的发展现状进行了分析，定位了东莞移动现有自有渠道管理模式的短板和不足，将扁平化渠道管理思路创新性用于全业务环境下的渠道管理，得出了一系列全业务环境下自有渠道的管理策略，通过半年的试运行，我们发现东莞移动的自营渠道管理在渠道覆盖、细分市场经营、客户经营、流程简化等方面都得到了较大幅度的提升，取得了较为满意的成果，证明扁平化理论运用于自有渠道管理具有值得探讨的空间。
[Abstract]:In 2008, the Ministry of Industry and Information industrialization officially announced the telecom reorganization plan.China Telecom acquired China Unicom CDMA network, China Unicom acquired China Netcom to form New China Unicom, China Railcom incorporated into China Mobile.At this point, China's three largest telecommunications operators into fixed-line, broadband, mobile communications full-service competition environment.In the new competitive environment, the market structure changes dramatically, the three major operators' business and service homogeneity trend is obvious, the cost of customers off the net is gradually reduced, telecom operators need to re-choose their own value chain positioning and business model.It also needs to re-examine and construct its own channel construction to meet the new strategic requirements such as experience and maintenance.This article mainly refers to the China Mobile Service Camp Hall for "own channels".The paper first analyzes the characteristics of Dongguan Mobile's whole business operation and the communication market characteristics from a macro perspective, including the self-built service camp hall (hereinafter referred to as the service camp hall) and the outsourced service camp hall (hereinafter referred to as "the service camp hall") and the outsourcing service camp hall (hereinafter referred to as "the service camp hall").This paper introduces flat channel management theory to analyze the development status of Dongguan Mobile own channel, and points out the short board and deficiency of Dongguan Mobile's own channel management mode.The flat channel management is innovatively applied to the channel management under the whole business environment, and a series of management strategies of the own channel under the whole business environment are obtained, and the trial operation is carried out for half a year.We found that the self-run channel management of Dongguan Mobile has been greatly improved in the aspects of channel coverage, market segmentation, customer management, process simplification, etc., and has achieved relatively satisfactory results.It is proved that the flat theory is worth discussing when it is applied to the management of its own channels.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626

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