W联通大客户经理绩效管理体系研究

发布时间：2018-07-12 19:19

本文选题：W联通 + 大客户经理　；参考：《广西大学》2013年硕士论文

【摘要】：近年来,随着经济全球化,电信行业的竞争变得日趋激烈,国内快速增长的电信市场成为了全球各大电信运营商的共同关注。随着中国电信行业的开放和发展,中国联通也得到了迅速的发展,同时面临的市场竞争也越来越激烈,尤其是对大客户市场的争夺更是日趋激烈。因此,服务质量的竞争将会是未来电信行业市场竞争的焦点,对大客户的服务更是运营商的工作重点。而大客户经理是企业与重点客户或大客户合作关系的建立、维护与促进者,他们的去留以及素质的高低,与企业的发展息息相关。根据“二八”原理,企业80%的利润是由20%的重点客户或大客户创造的,那么,维护大客户对企业的忠诚度,使企业在激烈的市场中获得竞争优势,将成为W联通发展战略的重点。在这样的背景下,建立适合企业发展战略的绩效管理体系,显得尤为重要。本文以W联通的大客户经理绩效管理为切入点,运用绩效管理理论和目标管理法(MBO)、平衡计分卡(BSC)、关键业绩指标法(KPI)等相关方法,结合公司的经营战略和大客户经理绩效管理的实际情况,首先,对W联通原有的大客户经理绩效管理体系进行分析,重点分析其绩效考核模式,找出存在的问题和需要改进的地方,并针对问题进行诊断,其次,根据研究结果得出的相关结论,对大客户经理绩效管理体系进行优化方案设计,建立一套有助于推动公司发展的新的绩效管理体系。最后,在前面分析的基础上提出了大客户经理绩效管理体系实施的保障及效果评价。通过在实施运用的过程中发现并解决问题,进一步完善大客户经理绩效管理体系,提升管理者的绩效管理水平。
[Abstract]:In recent years, with the economic globalization, the competition of telecommunication industry becomes more and more fierce. The rapid growth of domestic telecom market has become the common concern of all the major telecom operators in the world. With the opening and development of China's telecom industry, China Unicom has also got rapid development, at the same time, the market competition is becoming more and more fierce, especially the competition for the major customer market is becoming more and more fierce. Therefore, the competition of service quality will be the focus of telecom market competition in the future. The key account manager is the establishment, maintenance and promotion of the cooperative relationship between the enterprise and the key customer or the key customer. Their retention and quality are closely related to the development of the enterprise. According to the principle of "2 / 8", 80% of the profits of an enterprise are created by 20% of the key customers or large customers. So, to maintain the loyalty of the major customers to the enterprise and to enable the enterprise to gain a competitive advantage in the fierce market, Will become the focus of development strategy of W Unicom. Under this background, it is very important to establish a performance management system suitable for enterprise development strategy. This paper takes the key account manager performance management of W Unicom as the breakthrough point, uses the performance management theory and the goal management method (MBO), the balanced scorecard (BSC), the key performance index method (KPI) and so on correlation methods, etc. Combining the management strategy of the company and the actual situation of the performance management of the key account manager, firstly, the paper analyzes the original performance management system of the key account manager of W Unicom, focusing on its performance appraisal model. Find out the existing problems and need to be improved, and diagnose the problems. Secondly, according to the relevant conclusions of the research results, the key account manager performance management system optimization scheme design, Set up a new performance management system to promote the development of the company. Finally, on the basis of the above analysis, this paper puts forward the guarantee and effect evaluation of the implementation of the performance management system of the key account manager. By finding and solving problems in the process of implementation, we can further improve the performance management system of key account managers and improve the performance management level of managers.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.92;F626

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