福建电信渠道运营项目化管理应用研究

发布时间：2019-04-08 11:14

【摘要】：面对更加复杂的竞争环境,国内通信企业从起初的卖方市场过渡到了买方市场,营销渠道已经成为通信运营商核心竞争力的不可缺少的重要部分。然而,在渠道运营管理方面,大多数企业沿用的仍是改革开放时期的传统的渠道模式和管理方式。如何寻找用户的需求和成功的渠道运营管理模式成为各运营商亟待解决的问题。而渠道创新是渠道的开拓与延伸,是最有威力和最有功效的营销手段。论文以营销渠道管理项目化为主题,对电信企业渠道变革运营项目化的管理方法进行了研究。论文首先阐述了国内外项目化管理和营销渠道理论的现状,并界定了项目和项目化以及营销渠道方面的概念；接着就电信企业的渠道的发展趋势,论证了渠道的创新和变革是当前渠道管理的重中之重,也是本文要论述的核心内容；其次,结合国内通信企业渠道所面临的主要问题,笔者分析了项目化管理在渠道变革中的必要性和可行性,并构建了电信渠道变革项目化管理的管理模式。再次,在此模式分析的基础上,结合福建电信渠道运营实际情况对福建电信渠道变革中项目化管理的应用进行了研究,并以渠道变革中在线交易平台的建立和运营为主题,阐述了项目化管理的全过程；最后,对通信企业渠道管理项目化应用进行了评价。论文针对当前的焦点问题,以电信企业渠道变革项目化管理为着力点,研究了渠道运营管理中的项目化思维模式,具有理论和实践意义。就渠道日常管理工作而言,是属于非项目化的组织形式,但论文从电信渠道的静态管理到动态发展变化中,找到项目化管理的结合点,结合实证案例,确定了非项目化的工作任务也可以实行项目化管理的研究成果,并具有广泛的概念,这在一定的程度上,开拓了项目化管理的领域。
[Abstract]:In the face of more complicated competitive environment, the domestic communication enterprises have changed from the initial seller market to the buyer market, and the marketing channel has become an indispensable part of the core competitiveness of the communication operators. However, in the aspect of channel operation and management, most enterprises still adopt the traditional channel mode and management mode during the period of reform and opening-up. How to find users' needs and successful channel operation and management mode has become an urgent problem to be solved by various operators. And the channel innovation is the channel development and the extension, is the most powerful and the most effective marketing means. This paper takes marketing channel management project as the theme, and studies the management method of telecom enterprise channel reform operation project. Firstly, this paper expounds the current situation of project management and marketing channel theory at home and abroad, and defines the concept of project and project management as well as marketing channel. Then, according to the development trend of the channel of telecom enterprise, it is proved that the innovation and change of channel is the most important part of the current channel management, and it is also the core content of this paper. Secondly, combined with the main problems faced by domestic communication enterprises, the author analyzes the necessity and feasibility of project-based management in channel reform, and constructs the management mode of project-based management of telecommunication channel change. Thirdly, on the basis of this model analysis, combining with the actual situation of Fujian telecom channel operation, this paper studies the application of project management in Fujian telecom channel reform, and focuses on the establishment and operation of online trading platform in channel reform. The whole process of project management is expounded. Finally, the project application of communication enterprise channel management is evaluated. Aiming at the current focus, this paper focuses on the project-based management of channel change in telecom enterprises, and studies the project-based thinking mode in channel operation management, which is of theoretical and practical significance. As far as the daily management of channels is concerned, it is a non-project-oriented organization form, but from the static management of telecommunication channels to the dynamic development, the paper finds the combination of project-based management and combines with empirical cases. It is determined that the non-project task can also carry out the research results of project-based management, and has a wide range of concepts, which to a certain extent has opened up the field of project-based management.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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