中国通信运营商营销绩效管理研究

发布时间：2018-05-13 03:22

本文选题：绩效管理 + 营销绩效管理　；参考：《吉林大学》2007年硕士论文

【摘要】： 目前我国的通信市场迅猛发展,中国电信、中国网通、中国移动和中国联通四大运营商的竞争日益激烈,价格战在各地此起彼伏,广告战的火药味也日趋浓厚。管制的趋势是有效竞争,可以预见的是,未来移动运营商的竞争将主要体现为营销之争,用户之争。移动运营商营销绩效管理是关系通信运营商竞争成败的根本保证之一。本文主要从理论和方法论上研究通信运营商营销绩效的测评问题。论文的主要研究内容及成果归纳如下:首先,本文研究了通信行业目前的发展现状并介绍了本文的研究目的和主要内容;其次,研究了绩效管理及营销绩效管理的研究现状和发展趋势,对营销绩效管理的涵义进行界定,并介绍了绩效评价的常用方法及绩效综合评价的常用方法;第三章,本着兼顾企业短期利益与长期利益、企业短期目标与长期目标相结合、财务效果和非财务效果并重的设计思想,设计了通信运营商营销绩效管理体系及主要工作流程;第四章,根据通信运营商营销绩效管理的特点,设计了通信运营商营销绩效评价指标体系,并结合某省通信企业的案例对该企业进行综合绩效评价;接下来的一章提出通信运营商营销绩效管理方案的实施要点及其对策,提出通信运营商营销绩效管理追踪管理办法;最后对本文进行总结并对本方案的完善进行了展望。
[Abstract]:China Telecom, China Netcom, China Mobile and China Unicom are facing increasingly fierce competition, price wars rise and fall one after another, and the smell of advertisement wars is becoming more and more intense. The trend of regulation is effective competition. It can be predicted that the competition of mobile operators in the future will be mainly reflected in the competition of marketing and users. The marketing performance management of mobile operators is one of the fundamental guarantees for the success or failure of communication operators' competition. This paper mainly studies the evaluation of marketing performance of communication operators in theory and methodology. The main research contents and achievements are summarized as follows: first, this paper studies the current development of the communication industry and introduces the purpose and main content of this paper; secondly, This paper studies the current situation and development trend of performance management and marketing performance management, defines the meaning of marketing performance management, and introduces the common methods of performance evaluation and the common methods of performance comprehensive evaluation. Based on the design idea of taking into account the short-term and long-term interests of the enterprise, combining the short-term and long-term objectives, and paying equal attention to the financial and non-financial effects, the paper designs the marketing performance management system and the main workflow of the communication operators. According to the characteristics of communication operators' marketing performance management, this paper designs the marketing performance evaluation index system of communication operators, and carries on the comprehensive performance evaluation to the communication enterprises of a certain province in combination with the case of the communication enterprises. In the following chapter, the main points and countermeasures of the marketing performance management scheme of the communication operators are put forward, and the tracking management method of the marketing performance management of the communication operators is put forward. Finally, this paper summarizes and looks forward to the perfection of the scheme.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274;F626

【引证文献】