泰州广电网络新型网格化营销体系研究

发布时间：2018-06-01 22:45

本文选题：广电网络 + 网格化营销　；参考：《南京邮电大学》2017年硕士论文

【摘要】：随着社会的进步,特别是多媒体等通讯传输技术的快速发展,传统行业、传统思维受到了前所未有的挑战和冲击。三网融合进入实质性发展阶段,宽带提速、光纤到户上升至国家战略,以云计算、大数据为代表的新兴技术得到全面推广,视频传输技术的进步与群众收视习惯的改变给传统媒体带来巨大的冲击。广电网络曾经依赖的“垄断经营”、“独家传播”的营销理念已不适应市场需求,因此必须改变营销模式,贴近用户需求,通过主动服务让用户选择广电网络的服务。电信运营商的经验表明,通过网格化营销,可以满足用户需求,提升服务质量,提高用户忠诚度,实现企业利润的增长。泰州广电网络决定推进市场化改革,从粗放式营销向精细化营销转型,在泰州率先试点建立新型网格化营销体系。让网格化营销的理念贯穿于泰州广电网络的各个层面,为快速响应市场,保有用户基数,寻求增量突破发挥重要作用。本文以泰州广电网络公司运营现状为研究背景,通过PEST分析法对泰州广电网络所处的市场环境进行了全面分析,通过SWOT分析法对泰州广电网络的优势、劣势、机会、威胁做了细致剖析,在此基础上结合广电网络自身的运营特点,针对传统营销体系在组织架构、营销模式、工作流程等方面存在的问题,设计了一套适合泰州广电网络实际需要的网格化营销体系。该体系主要包括网格划分、组织架构、IT支撑系统、运维支撑系统、主要工作流程和维护服务等六个方面,其中网格划分主要阐述广电网络的网格的定义及划分原则;组织架构调整主要阐述基于网格化营销的思想,本着提升工作效率,提高企业利润目标,对营销组织架构进行了重新定义;IT支撑系统全面支撑网格化的营销流程;运维支撑系统提供对客户和服务质量的全面支撑;主要工作流程关键在于建立建立完善的网格营销协同机制,以及基于数据分析的精准营销;维护服务一方面为网格内用户提供全业务服务,同时针对不同等级的客户提供差异化服务。六个方面相互配合,实现“营维一体、依托运维、突出营销”的营销模式的转型。最后就新型网格化营销体系对泰州广电网络带来的经济和社会效益进行了评估。
[Abstract]:With the progress of society, especially the rapid development of multimedia and other communication transmission technology, the traditional industry, traditional thinking has been unprecedented challenge and impact. The integration of three networks has entered a substantial stage of development, with broadband increasing speed, optical fiber to the home rising to the national strategy, and emerging technologies represented by cloud computing and big data have been comprehensively popularized. The progress of video transmission technology and the change of mass viewing habits bring great impact to traditional media. The marketing concept of "monopoly management" and "exclusive communication" which the radio and television network once relied on is no longer suitable for the market demand. Therefore, it is necessary to change the marketing mode and close to the needs of the users, and let the users choose the radio and television network services through the active service. The experience of telecom operators shows that grid marketing can meet the needs of users, improve service quality, improve customer loyalty, and achieve the growth of enterprise profits. Taizhou radio and television network decided to promote the market-oriented reform, from extensive marketing to refined marketing transformation, in Taizhou to take the lead in the establishment of a new grid marketing system. Let the concept of grid marketing run through all levels of Taizhou radio and television network, for the rapid response to the market, retain the user base, seeking incremental breakthrough plays an important role. Based on the research background of Taizhou Radio and Television Network Company, this paper makes a comprehensive analysis of the market environment of Taizhou Radio and Television Network by means of PEST analysis, and analyzes the advantages, disadvantages and opportunities of Taizhou Radio and Television Network by SWOT analysis. Based on the detailed analysis of the threat, combined with the operational characteristics of the radio and television network itself, aiming at the problems existing in the traditional marketing system in the aspects of organizational structure, marketing model, workflow and so on, Design a set of grid marketing system suitable for the actual needs of Taizhou radio and television network. This system mainly includes six aspects, such as grid division, organization structure, IT support system, operation and maintenance support system, main workflow and maintenance service, among which the definition and principle of grid division of radio and television network are expounded. The adjustment of organizational structure is mainly based on the idea of grid marketing, in order to improve the working efficiency and improve the profit target of the enterprise, the marketing organization structure is redefined and the IT support system is used to support the grid marketing process. The operation and maintenance support system provides the overall support to the customer and the service quality, the main workflow key lies in establishing the perfect grid marketing coordination mechanism, and the accurate marketing based on the data analysis; Maintenance service not only provides full service for grid users, but also provides differential services for different levels of customers. The six aspects cooperate with each other to realize the transformation of marketing mode of "management and maintenance, relying on operation and maintenance". Finally, the economic and social benefits brought by the new grid marketing system are evaluated.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G229.27

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