成都移动联盟商户管理研究

发布时间：2018-05-03 14:12

本文选题：联盟商户管理 + 成都移动　；参考：《电子科技大学》2013年硕士论文

【摘要】：联盟商户是指服务于全球通VIP客户和动感地带客户等移动业务品牌客户的优秀社会商户，它能为客户提供优惠、优先、优质的服务，延伸移动各业务品牌的价值；能为客户提供差异化服务使其独享尊贵体验。联盟商户服务体现了成都移动公司以服务为本的理念，也成为了提高移动各品牌客户忠诚度的重要手段。在激烈的市场竞争环境下，成都移动高度重视联盟商户业务的发展，客户群体不断扩大导致需要更泛众的品牌共性来适应客户阶层属性上的巨大跨度，但与此同时是品牌服务上的差距逐渐拉大，，VIP用户享受着极高的服务等级，而其他用户面临的其他品牌同质化服务或及其基本的服务内容，因此，我们需要利用客户的规模优势与品牌传播优势激活商户联盟体系，强调商户在客户生活节点的显现，以此改善品牌形象、提升服务感知；对于“联盟”此类商业模式而言，我们不是做的最好的，因此，我们需要一套更为完善的服务体系，既能覆盖整个客户群体，也能使客户享受差异化、多元化服务内容。在整合原全球通VIP俱乐部签约商家、动感地带商家联盟、彩信优惠券商家等多种相关业务资源的基础上，进一步拓展商家合作，建立起了统一的联盟商户服务平台。目前，联盟商户涵盖了酒店、餐饮、娱乐、景点、购物等各个行业，而联盟商户良好的服务体系及管理运营机制，是保证长期稳定地为消费者提供优质服务和优惠产品的关键。因此，联盟商户的管理问题也是成都移动公司发展和进步的重要问题。本文首先分析了目前成都通信行业的发展情况，分析了通信运营商之间的竞争情况，也分析了目前成都移动做盟商户的可行性情况，对于成都移动联盟商户风的发展现状如资源整合、行业发展以及第三方管理机构管理方面进行了分析，并清晰认识到了目前联盟商户管理中的优势和不足，目的在于使联盟商户的发展适应目前激烈的市场竞争和公司发展的需要。然后，本文针对相应的分析提出了具体的实施办法和改进措施，目前，部分措施已经在实施中，并且收到了较好的效果，相信随着联盟商户相关战略研究的不断深入，管理的进一步加强，管理组织的继续完善，联盟商户将对成都移动的发展提供更好的支持和帮助。
[Abstract]:Alliance merchants refer to the outstanding social merchants who serve GSM VIP customers and mobile business brand customers, which can provide preferential, preferential and high quality services to customers and extend the value of mobile business brands. To provide customers with differentiated services to enable them to enjoy the dignity of the experience. The alliance merchant service embodies the service-oriented concept of Chengdu Mobile Company and also becomes an important means to improve the customer loyalty of mobile brands. In the fierce market competition environment, Chengdu Mobile attaches great importance to the development of alliance merchants business, the continuous expansion of customer groups lead to the need for a more widespread brand commonality to adapt to the huge span on the attributes of the customer class. But at the same time, the gap in brand service is gradually widening. VIP users enjoy extremely high service levels, while other users are faced with other brand homogenized services or their basic service content. We need to use the advantage of customer scale and brand communication to activate the business alliance system, emphasize the appearance of the merchant in the customer life node, so as to improve the brand image, enhance the service perception; for the "alliance" such business model, We do not do the best, therefore, we need a more complete service system, can cover the entire group of customers, but also enable customers to enjoy the diversity of service content. On the basis of integrating many related business resources such as the original GSM VIP club signed merchants, dynamic zone business alliance, MMS coupons merchants and other related business resources, the cooperation of merchants was further expanded, and a unified service platform for alliance merchants was established. At present, the alliance merchants cover hotels, restaurants, entertainment, attractions, shopping and other industries, and the alliance merchants good service system and management and operation mechanism, is the key to ensure long-term stability to provide consumers with quality services and preferential products. Therefore, the management of alliance merchants is also an important issue for the development and progress of Chengdu Mobile Company. At first, this paper analyzes the development of Chengdu communication industry, the competition among telecom operators, and the feasibility of Chengdu Mobile. This paper analyzes the current situation of Chengdu mobile alliance business style, such as resource integration, industry development and third party management, and clearly recognizes the advantages and disadvantages of the alliance business management. The purpose is to adapt the development of alliance merchants to the current fierce market competition and the needs of company development. Then, according to the corresponding analysis, this paper puts forward the specific implementation methods and improvement measures. At present, some of the measures are already in the process of implementation, and have received better results. I believe that with the development of the related strategic research of the alliance merchants, With the further strengthening of management and the continuous improvement of management organization, the alliance merchants will provide better support and help for the development of Chengdu Mobile.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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