河南移动电子渠道运营策略研究

发布时间：2018-05-09 17:16

本文选题：电子渠道 + 信息服务　；参考：《河南大学》2012年硕士论文

【摘要】：随着国内通信技术的发展，以及电信网、广电网和互联网的进一步融合，为用户提供电子化服务已成为不可逆转的潮流，也引发了运营商的渠道变革，电子渠道逐步兴起。如何进一步提升电子渠道的服务分流效果，充分发挥电子渠道的销售职能，促进企业高效低成本运营，是河南移动提升核心竞争力的重要战略之一。本文首先对通信行业电子渠道发展环境和趋势进行分析。运用PEST分析方法，从政治、经济、社会、技术四个角度对宏观环境进行分析。运用SWOT分析法，对电子渠道发展的优势、劣势、机遇和威胁进行分析。总结出通信行业电子渠道发展的五个阶段，以及未来的发展趋势。随后剖析了河南移动电子渠道运营现状。在体系架构方面，河南移动具备了完善的电子渠道运营体系。在运营方面，实施了由“服务”向“服务+营销”的定位转型。明确了部门职责分工、形成跨部门协作机制，推动各项工作有效落实。功能应用更加完、分流能力逐步显现，系统支撑能力得以加强，关键工作取得了一些进展。由于目前河南移动电子渠道的发展还处于起步阶段，在渠道建设和运营上还存在客户认知度较低、精细化营销能力需要加强、操作便捷性有待改善、系统支撑能力仍需提升等问题。本文通过对国内外通信行业的经验借鉴，我们可以看出电子渠道的发展方向主要集中在八个方面：一是优良的客户体验设计、二是高效；多样化的营销模式；三是全方面、持续性的运营支撑；四是基于价值提升的智能化分析；五是新型触点的拓展和管理；六是个性化、社区化、互动式的服务；七是互联网和移动互联网的立体整合；八是利用外部资源的开放合作模式。本文最后通过对电子渠道未来发展趋势的把握，以及对河南移动电子渠道运营现状的分析，围绕电子渠道的真正内涵，并以此为核心指导概念，针对河南移动电子渠道运营的不同环节，分别从功能、宣传、感知、支撑四个方面提出具体的运营策略。在功能策略方面：以“推广”和“体验”为着力点，以“个人、家庭、集团”三大市场增值业务销售、营销活动办理为突破口，以“精细化-交叉销售”为推手，实现电子渠道在“规模”、“销售”方面的加速发展。在宣传策略方面：立足电子渠道“五卖”产品的独特优惠，找准宣传切入点，整合与目标客户及媒体之间的协同关系，通过重点使用内部宣传媒体、创新使用互联网媒体、精细化使用传统媒体。在感知策略方面：以“客户便捷”为出发点，建立各渠道UEUI规范，为用户体验建立量化模型，及时获取用户体验数据以帮助各渠道进行优化；定期进行可用性、满意度专题研究及时了解客户的想法和感知。在支撑策略方面：遵循互联网发展的规律，借鉴互联网成功企业的模式和策略，电子渠道运营平台建设必须坚持平台化和开放原则。实现多种电子渠道的协同整合、实现电子渠道全业务监控、实现个性化的用户体验运营。本文所提出的运营策略，，为河南移动电子渠道的建设和发展提供了很好的建议。
[Abstract]:With the development of communication technology in China, as well as the further integration of telecommunications network, radio and television network and the Internet, providing electronic services for users has become an irreversible trend. It has also led to the channel change of operators and the gradual rise of electronic channels. How to further improve the service diversion effect of electronic channel channels and give full play to the marketing of electronic channels. Selling function to promote efficient and low-cost operation of enterprises is one of the important strategies for Henan mobile to enhance its core competitiveness.
This paper first analyzes the environment and trend of the development of electronic channels in the communication industry. By using the PEST analysis method, the macro environment is analyzed from four angles of politics, economy, society and technology. The SWOT analysis is used to analyze the advantages, disadvantages, opportunities and threats of the development of electronic channels. The five development of electronic channels in the communication industry is summarized. The stage, and the future trend.
Then the current situation of Henan mobile electronic channel operation is analyzed. In the aspect of system architecture, Henan Mobile has a perfect electronic channel operation system. In operation, it has implemented the transformation from "service" to "service + marketing". The division of division of responsibilities of departments has been clarified, and the cooperation mechanism of cross departments is formed to promote effective implementation of various work. The application of the system is more complete and the capacity to split is gradually showing. The supporting ability of the system has been strengthened, and some progress has been made in the key work.
As the development of Henan mobile electronic channel is still in its infancy at present, there is still a low customer awareness in the channel construction and operation, the fine marketing ability needs to be strengthened, the convenience of operation needs to be improved, and the support ability of the system needs to be improved.
Through the experience of the domestic and foreign communications industry, we can see that the development direction of the electronic channel is mainly concentrated in eight aspects: one is the excellent customer experience design, the two is the high efficiency; the diversified marketing mode; the three is the whole, the continuous operation support; four is the intelligent analysis based on the value promotion; five is the five The development and management of new contacts; six are personalized, community-based, interactive services; seven is the three-dimensional integration of the Internet and mobile Internet; and the eight is the open cooperation model using external resources.
At the end of this paper, through the grasp of the future development trend of electronic channels and the analysis of the current situation of the mobile electronic channel in Henan, the real connotation of the electronic channel is focused on, and it is the core guiding concept. According to the different links of the operation of the mobile electronic channel in Henan, four aspects are put forward from the power, the propaganda, the perception and the support respectively. Camp strategy.
In the aspect of functional strategy: "promotion" and "experience" as the focus, "individual, family, group" three major market value-added services sales, marketing activities as a breakthrough, "fine - cross sales" as the push to achieve the accelerated development of electronic channels in the "scale", "sale and sale".
In the aspect of propaganda strategy: Based on the unique preferences of the "five selling" products of the electronic channel, we can find out the penetration point, integrate the cooperative relationship with the target customers and the media, use the internal media, innovate the use of the Internet media, and elaborate the traditional media.
In the aspect of perception strategy: Taking "customer convenience" as the starting point, establishing the UEUI specification for each channel, establishing a quantitative model for the user experience, obtaining the user experience data in time to help the optimization of the various channels.
In the support strategy: following the law of Internet development and drawing on the model and strategy of Internet successful enterprises, the construction of the electronic channel operation platform must adhere to the principle of platform and opening, realize the coordination and integration of various electronic channels, realize the full service monitoring of the electronic channels, and realize the personalized user experience operation.
The operation strategy proposed in this paper provides good suggestions for the construction and development of Henan mobile electronic channels.

【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626;F274

【参考文献】