服务营销视角下SC电信电子渠道运营策略研究
发布时间：2018-10-25 11:50
【摘要】：近年来,随着通信运营商实体渠道的规模达到一定程度,加之高额的成本增加,使实体渠道增速变得十分缓慢。同时,互联网飞速发展,对一个一个传统行业先进行蚕食、后是冲击、再是正面竞争和颠覆,互联网的深入发展,使用户的需求和习惯发生了较大变化,有的则是根本性的改变。电子渠道因其便捷、互动、规模效应和较低成本,得到了电信、移动和联通的高度关注,在集团、省、市层面纷纷成立专业化的运营团队。同样,SC电信自2012年开始成立电子渠道运营团队,从最初的一个组再升级为中心再到现在的电子渠道事业部,力图将电子渠道打造成又一个的营销服务核心渠道。用户消费需求和行为习惯的变化是促进SC电信电子渠道发展的主因,在适应和满足用户需求的同时,希望能够培养用户的需求,建立面向用户的渠道竞争优势。其次是经历了2012-2014三年实体渠道的高速发展,实体渠道已达到一定规模,实体渠道规模扩张带来营销成本的大幅上升,国家在2015年税收实行营改增后,营销成本的下降不能再支撑实体渠道的进一步规模扩张。再次是SC电信手机、宽带和电视的发展已达到一定规模,由此带来的人工服务压力可通过电子渠道得到一定的帮助。因此,必须深入研究影响SC电信电子渠道发展的内因和策略。本文从服务营销的视角,即以用户为中心的视角出发,主要从用户需求、渠道定位、存在问题、渠道策略等方面进行深入的分析和解读。文中首先介绍了中国电信及SC电信电子渠道的现状,在此基础上总结分析了SC电信电子渠道“存量、服务和渠道协同”的渠道定位。同时从服务营销的视角分析了用户需求、功能与渠道匹配、渠道协同、新型互联网渠道竞争,以及其现在面临的集团、省、市、县公司重复建设、资源运用效率低、运营分散,互联网电商渠道替代严重等问题。面对问题,提出了具体实施的策略建议。本文理论与实际相结合,可作为中短期通信电子渠道运营的重要参考。同时,本文关注了服务型行业渠道经营特点的转型,研究同样适用于移动、联通公司,同时对银行、保险等渠道类似行业的渠道规划发展也会起到一定的参考作用。
[Abstract]:In recent years, with the scale of the real channel of the communication operators to a certain extent, coupled with the high cost increase, the growth rate of the real channel becomes very slow. At the same time, with the rapid development of the Internet, a traditional industry has been nibbled first, followed by a shock, then a positive competition and subversion. With the in-depth development of the Internet, the needs and habits of users have been greatly changed. Some are fundamental changes. Because of its convenience, interaction, scale effect and low cost, electronic channel has been highly concerned by telecom, mobile and Unicom. Professional operation teams have been set up at group, province and city level. Similarly, SC Telecom started to set up an electronic channel operation team in 2012, from the initial group to the center and now the electronic channel division, trying to build the electronic channel into another core channel of marketing services. The change of consumer demand and behavior habit is the main reason to promote the development of SC telecom electronic channel. It is hoped that the demand of users can be cultivated and the competitive advantage of channel oriented to users can be established while adapting and meeting the needs of users. Secondly, after experiencing the rapid development of the physical channel in 2012-2014, the physical channel has reached a certain scale. The expansion of the physical channel scale has brought about a substantial increase in marketing costs. After the state implemented the tax camp increase in 2015, The decline in marketing costs can no longer support the further expansion of physical channels. Thirdly, the development of SC telecom cell phone, broadband and TV has reached a certain scale, and the artificial service pressure can be helped through electronic channels. Therefore, it is necessary to deeply study the internal causes and strategies that affect the development of SC telecom electronic channels. From the perspective of service marketing, that is, the user-centered perspective, this paper analyzes and interprets deeply from the aspects of user demand, channel positioning, existing problems, channel strategy, and so on. This paper first introduces the current situation of China Telecom and SC telecom electronic channel, and then summarizes and analyzes the channel positioning of SC telecommunication electronic channel "stock, service and channel coordination". At the same time, from the perspective of service marketing, this paper analyzes user demand, function and channel matching, channel cooperation, new Internet channel competition, and the repeated construction of group, province, city and county companies, low efficiency of resource utilization and scattered operation. Internet e-commerce channel substitution serious problems. In the face of the problem, put forward the specific implementation of the strategy recommendations. Combining theory with practice, this paper can be used as an important reference for medium-and-short-term communication electronic channel operation. At the same time, this paper focuses on the transformation of the channel management characteristics of the service industry, the research is also suitable for mobile, China Unicom company, at the same time, it will also play a certain reference role in the channel planning and development of similar channel industries such as banking, insurance and so on.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F626
本文编号：2293621
[Abstract]:In recent years, with the scale of the real channel of the communication operators to a certain extent, coupled with the high cost increase, the growth rate of the real channel becomes very slow. At the same time, with the rapid development of the Internet, a traditional industry has been nibbled first, followed by a shock, then a positive competition and subversion. With the in-depth development of the Internet, the needs and habits of users have been greatly changed. Some are fundamental changes. Because of its convenience, interaction, scale effect and low cost, electronic channel has been highly concerned by telecom, mobile and Unicom. Professional operation teams have been set up at group, province and city level. Similarly, SC Telecom started to set up an electronic channel operation team in 2012, from the initial group to the center and now the electronic channel division, trying to build the electronic channel into another core channel of marketing services. The change of consumer demand and behavior habit is the main reason to promote the development of SC telecom electronic channel. It is hoped that the demand of users can be cultivated and the competitive advantage of channel oriented to users can be established while adapting and meeting the needs of users. Secondly, after experiencing the rapid development of the physical channel in 2012-2014, the physical channel has reached a certain scale. The expansion of the physical channel scale has brought about a substantial increase in marketing costs. After the state implemented the tax camp increase in 2015, The decline in marketing costs can no longer support the further expansion of physical channels. Thirdly, the development of SC telecom cell phone, broadband and TV has reached a certain scale, and the artificial service pressure can be helped through electronic channels. Therefore, it is necessary to deeply study the internal causes and strategies that affect the development of SC telecom electronic channels. From the perspective of service marketing, that is, the user-centered perspective, this paper analyzes and interprets deeply from the aspects of user demand, channel positioning, existing problems, channel strategy, and so on. This paper first introduces the current situation of China Telecom and SC telecom electronic channel, and then summarizes and analyzes the channel positioning of SC telecommunication electronic channel "stock, service and channel coordination". At the same time, from the perspective of service marketing, this paper analyzes user demand, function and channel matching, channel cooperation, new Internet channel competition, and the repeated construction of group, province, city and county companies, low efficiency of resource utilization and scattered operation. Internet e-commerce channel substitution serious problems. In the face of the problem, put forward the specific implementation of the strategy recommendations. Combining theory with practice, this paper can be used as an important reference for medium-and-short-term communication electronic channel operation. At the same time, this paper focuses on the transformation of the channel management characteristics of the service industry, the research is also suitable for mobile, China Unicom company, at the same time, it will also play a certain reference role in the channel planning and development of similar channel industries such as banking, insurance and so on.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F626
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