质量管理在电信全业务市场营销项目中的应用
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摘要
全业务市场营销项目中的质量管理是3G时代电信运营商正在努力研究的重点。3G时代,网络的差异已经逐渐弱化,拥有全业务的运营商提供的是差异化的产品,采取的是目标化的营销。如果哪一个运营商的组织架构和营销手段率先适应了这种思路上的变化,他就能在未来占得先机。
本研究旨在通过以重庆电信全业务运营下的校园营销项目为案例,通过分析该项目中质量管理的相关问题,对该项目中的质量管理应用进行分析。本研究以全业务运营、市场营销、项目管理及质量管理的相关理论为基础,为电信全业务营销质量管理应用奠定研究基础；以中国电信全业务校园营销为具体研究对象,从行业发展现状、行业政策、竞争现状、消费需求等方面对其营销环境进行分析；从维系挽留产品、价格、服务、渠道及促销方面等分析该公司在校园市场的工作策略,并从确定营销目标,制定组织架构,拟定营销方案,选择合理定价策略、制定营销时间进度安排等方面进行了项目方案的介绍。在该项目的实施过程中,以项目闭环管理流程中各质量管理为研究对象,将质量管理的质量计划、质量保证、质量控制等方法和手段进行了应用。最后通过对项目实施的总结,从转变营销观念、科学利用信息系统、建立完善的业务流程、重视人才建设等方面提出对项目改进的具体建议,从而对今后重庆电信乃至电信企业在全业务运营下的其他市场营销项目积累了宝贵的项目质量管理经验。
本研究在大量调研工作的基础上,采用理论与实践相结合、定性与定量相结合的方法,运用现代市场营销及项目质量管理理论以支撑论文的相关论点。通过对重庆电信全业务校园营销项目中实际资料的搜集、整理、归纳、分析、提炼,从事实与数据中梳理出该项目的质量管理应用经验。本文的研究结果对重庆电信的全业务市场营销项目的质量管理具有一定指导意义,对于国内电信业也有借鉴价值。
The business focus of a true 3G service provider lies in the quality control of the marketing of full service.Under the current 3G trend, the differences among traditional networks have diminished. A full service network provider now provides discretionary products, and thus should use a target oriented marketing strategy. If a network provider can truly implement this stratege and organizational structure, it will certainly get a head start in the business.
This project studied the Campus Program launched by Chong Qing Telecom under its full service strategy. The research is aimed at analyzing the quality management of the Campus Program. The study is based on several theories such as Full Service Marketing Strategy, Principles of Sale and Marketing, Project Management, and Quality Management,thus defining the background theories for the research topic regarding telecom full service marketing.The study specifically chose the Campus Program from China Telecom as the research subject.It reviewed the current status,policies, competitions,and consumer demand of the program; It also analyzed the different work strategies such as old product retention, pricing, service, supply chain, and promotion for this Campus Program. It then scrutinized in detail the action plans of the program with respect to defining sales target, creating organizational chart, designing sales strategies, selecting reasonable pricing, and creating schedules.Finally, during the actual execution of the program, we studied and applied various aspects of quality management in a close-loop management flow, such as quality planning, quality assurance, and quality control.After the program, we concluded the study and made recommendations on how to improve the program including switching sales concept, utilizing information systems, establishing comprehensive service flowchart, and talent development. The entire study has its positive impact on the future of Chong Qing Telecom's full service network management as well as the entire telecommunication industry.
This research study utilized many different tools to support its main thesis such as intensive market research, combination of theories and practice, qualitative and quantitative analyses.It also combined important theories such as Contemporary Sales and Marketing and Quality Management to support the thesis.The research results encompassing the practical management experience were strictly defined, collected,and analyzed from the actual implementation of the Campus Program of Chong Qing Telecom's full service marketing. The study has its important role in guiding the quality management of Full Service Marketing of Chong Qing Telecom as well as the entire domestic telecommunication market.
本研究旨在通过以重庆电信全业务运营下的校园营销项目为案例,通过分析该项目中质量管理的相关问题,对该项目中的质量管理应用进行分析。本研究以全业务运营、市场营销、项目管理及质量管理的相关理论为基础,为电信全业务营销质量管理应用奠定研究基础；以中国电信全业务校园营销为具体研究对象,从行业发展现状、行业政策、竞争现状、消费需求等方面对其营销环境进行分析；从维系挽留产品、价格、服务、渠道及促销方面等分析该公司在校园市场的工作策略,并从确定营销目标,制定组织架构,拟定营销方案,选择合理定价策略、制定营销时间进度安排等方面进行了项目方案的介绍。在该项目的实施过程中,以项目闭环管理流程中各质量管理为研究对象,将质量管理的质量计划、质量保证、质量控制等方法和手段进行了应用。最后通过对项目实施的总结,从转变营销观念、科学利用信息系统、建立完善的业务流程、重视人才建设等方面提出对项目改进的具体建议,从而对今后重庆电信乃至电信企业在全业务运营下的其他市场营销项目积累了宝贵的项目质量管理经验。
本研究在大量调研工作的基础上,采用理论与实践相结合、定性与定量相结合的方法,运用现代市场营销及项目质量管理理论以支撑论文的相关论点。通过对重庆电信全业务校园营销项目中实际资料的搜集、整理、归纳、分析、提炼,从事实与数据中梳理出该项目的质量管理应用经验。本文的研究结果对重庆电信的全业务市场营销项目的质量管理具有一定指导意义,对于国内电信业也有借鉴价值。
The business focus of a true 3G service provider lies in the quality control of the marketing of full service.Under the current 3G trend, the differences among traditional networks have diminished. A full service network provider now provides discretionary products, and thus should use a target oriented marketing strategy. If a network provider can truly implement this stratege and organizational structure, it will certainly get a head start in the business.
This project studied the Campus Program launched by Chong Qing Telecom under its full service strategy. The research is aimed at analyzing the quality management of the Campus Program. The study is based on several theories such as Full Service Marketing Strategy, Principles of Sale and Marketing, Project Management, and Quality Management,thus defining the background theories for the research topic regarding telecom full service marketing.The study specifically chose the Campus Program from China Telecom as the research subject.It reviewed the current status,policies, competitions,and consumer demand of the program; It also analyzed the different work strategies such as old product retention, pricing, service, supply chain, and promotion for this Campus Program. It then scrutinized in detail the action plans of the program with respect to defining sales target, creating organizational chart, designing sales strategies, selecting reasonable pricing, and creating schedules.Finally, during the actual execution of the program, we studied and applied various aspects of quality management in a close-loop management flow, such as quality planning, quality assurance, and quality control.After the program, we concluded the study and made recommendations on how to improve the program including switching sales concept, utilizing information systems, establishing comprehensive service flowchart, and talent development. The entire study has its positive impact on the future of Chong Qing Telecom's full service network management as well as the entire telecommunication industry.
This research study utilized many different tools to support its main thesis such as intensive market research, combination of theories and practice, qualitative and quantitative analyses.It also combined important theories such as Contemporary Sales and Marketing and Quality Management to support the thesis.The research results encompassing the practical management experience were strictly defined, collected,and analyzed from the actual implementation of the Campus Program of Chong Qing Telecom's full service marketing. The study has its important role in guiding the quality management of Full Service Marketing of Chong Qing Telecom as well as the entire domestic telecommunication market.
引文
[1]David Cleland and William King. Systems Analysis and Project Management,3rd ed.[M].New York:McGraw-Hill,1983:259
[2]Sharad D. Management by prohects-an ideological breakth-rough{j}.Project Management Journal,1986(3):61-63
[3]Turner RJ.The handbook of project-based management[M].Cm--bridge UK:McGraw Hill,1993
[4]Russell-Hodege Hohn.Total project management:thecustomer-led organization{J}.International journal of project management,1995,13(1):11-17
[5]Louis, Ansary著.市场营销渠道.2001..北京：清华大学出版社
[6]Albert Lester.Project Planning and Control[M].Butterworth
Heinemann,2000.
[7]Philip Kotler,Gary Armstrong,John Saunders et al. Principles of Marketing[M].Prentice Hall,2001
[8]Partingto David. The project management of organizational change[J].International journal of project management,1996,14(1):13-21
[9]Jeremy Wright.Blog Marketing. McGraw-Hill Education-Europe, 2005
[10]John M. Nicholas.Project management for business and technology:Principles and practice[M].北京:.清华大学出版社,2003:20
[11]Rordney Turner. Schools of project management:the marketing school.Project Technology,2007,04
[12]Jana Eggers.Five Steps to Simple Marketing Project Management, DMNews,06 2006
[13]科特勒著.梅汝和等译.营销管理：分析,计划,执行和控制.第9版.1999.上海：上海人民出版社
[14]迈克尔·波特著.竞争战略.1997.北京：华夏出版社
[15]刘寒,浅议项目管理在通信运营企业中的应用,项目管理技术.2004(6).-32-36
[16]司亚清,通信运营企业的项目管理,项目管理技术.2004(5).-67-68
[17]伍琳瑜,对我国通信企业实施项目化管理的思考与建议,江苏通信 技术.2003,19(2).-44-46
[18]郭国庆.市场营销管理.1995.北京.中国人民出版社
[19]许庆瑞.企业经营战略.1993.北京：机械工业出版社
[20]W.钱.金.蓝海战：超越产业竞争.开创全新市场.哈佛商学院出版社.2005.2
[21]张中月.论中国电信市场竞争战略.边疆经济与文化.2004.3
[22]郭国庆,韩冀东.市场营销教程及学习指导[M].北京：高等教育出版社,1999
[23]王长峰等著.现代项目管理前沿.2008.北京：机械工业出版社
[24]王亚超编著.市场营销项目管理.2002.中国纺织出版社
[25]张红.企业营销的项目管理模式研究.吉林建筑工程学院学报-2005年.第22卷第2期
[26]李辉.通信企业后评估中存在的问题及对策.当代通信.2006,13(6).-48-49
[27]徐军库.项目管理中的信息管理.机场建设.2003(1).-20-21,15,42／47
[28]曲红[1]周远成[2].和谐发展与知识共享——企业研发项目管理研究.湖南科技学院学报.2007,28(3).-141-143
[29]梅宇璞.以项目管理推动邮政营销初探.《邮政研究》-2007年23卷4期-41-42
[30]马柱[1]蒋建业[2].关于营销项目管理的思考.《市场研究》-2007年11期-46-48页
[31]刘丹.企业市场营销活动的项目化管理.武汉科技大学学报(社会科学版)-2003(9)
[32]赵春明.运用项目管理,解决多品种定制生产企业的运营问题,《企业管理》,2005年12月
[33]邱菀华 沈建明 杨爱华等编著现代项目管理导论机械工业出版社2002.10
[34]杰克·吉多詹姆斯P·克莱门斯著张金成等译成功的项目管理机械工业出版社1999.10
[35]葛娟主编Microsoft Project2003项目管理与应有清华大学出版社北京交通大学出版社2006.10
[36]美国项目管理学会项目管理知识体系指南2000中文版
[37]孙光庭《质量管理》清华大学出版社
[38](美)洛丝特《全面质量管理》中国人民出版社
[39]罗伯特·K·威索基拉德·麦加里著费琳李盛萍等译有效的项目管理(第3版)电子工业出版社2004.8
[40]哈罗德·科兹纳著杨爱华杨敏王丽珍等译项目管理：计划、进度和控制的系统方法(第9版)电子工业出版社2006.9
[41]小塞缪尔·J·曼特尔杰克·R·梅瑞狄斯斯科特·M·谢弗玛丽格特·M·萨顿著林树岚邓士忠译项目管理实践电子工业出版社2007.5
[2]Sharad D. Management by prohects-an ideological breakth-rough{j}.Project Management Journal,1986(3):61-63
[3]Turner RJ.The handbook of project-based management[M].Cm--bridge UK:McGraw Hill,1993
[4]Russell-Hodege Hohn.Total project management:thecustomer-led organization{J}.International journal of project management,1995,13(1):11-17
[5]Louis, Ansary著.市场营销渠道.2001..北京：清华大学出版社
[6]Albert Lester.Project Planning and Control[M].Butterworth
Heinemann,2000.
[7]Philip Kotler,Gary Armstrong,John Saunders et al. Principles of Marketing[M].Prentice Hall,2001
[8]Partingto David. The project management of organizational change[J].International journal of project management,1996,14(1):13-21
[9]Jeremy Wright.Blog Marketing. McGraw-Hill Education-Europe, 2005
[10]John M. Nicholas.Project management for business and technology:Principles and practice[M].北京:.清华大学出版社,2003:20
[11]Rordney Turner. Schools of project management:the marketing school.Project Technology,2007,04
[12]Jana Eggers.Five Steps to Simple Marketing Project Management, DMNews,06 2006
[13]科特勒著.梅汝和等译.营销管理：分析,计划,执行和控制.第9版.1999.上海：上海人民出版社
[14]迈克尔·波特著.竞争战略.1997.北京：华夏出版社
[15]刘寒,浅议项目管理在通信运营企业中的应用,项目管理技术.2004(6).-32-36
[16]司亚清,通信运营企业的项目管理,项目管理技术.2004(5).-67-68
[17]伍琳瑜,对我国通信企业实施项目化管理的思考与建议,江苏通信 技术.2003,19(2).-44-46
[18]郭国庆.市场营销管理.1995.北京.中国人民出版社
[19]许庆瑞.企业经营战略.1993.北京：机械工业出版社
[20]W.钱.金.蓝海战：超越产业竞争.开创全新市场.哈佛商学院出版社.2005.2
[21]张中月.论中国电信市场竞争战略.边疆经济与文化.2004.3
[22]郭国庆,韩冀东.市场营销教程及学习指导[M].北京：高等教育出版社,1999
[23]王长峰等著.现代项目管理前沿.2008.北京：机械工业出版社
[24]王亚超编著.市场营销项目管理.2002.中国纺织出版社
[25]张红.企业营销的项目管理模式研究.吉林建筑工程学院学报-2005年.第22卷第2期
[26]李辉.通信企业后评估中存在的问题及对策.当代通信.2006,13(6).-48-49
[27]徐军库.项目管理中的信息管理.机场建设.2003(1).-20-21,15,42／47
[28]曲红[1]周远成[2].和谐发展与知识共享——企业研发项目管理研究.湖南科技学院学报.2007,28(3).-141-143
[29]梅宇璞.以项目管理推动邮政营销初探.《邮政研究》-2007年23卷4期-41-42
[30]马柱[1]蒋建业[2].关于营销项目管理的思考.《市场研究》-2007年11期-46-48页
[31]刘丹.企业市场营销活动的项目化管理.武汉科技大学学报(社会科学版)-2003(9)
[32]赵春明.运用项目管理,解决多品种定制生产企业的运营问题,《企业管理》,2005年12月
[33]邱菀华 沈建明 杨爱华等编著现代项目管理导论机械工业出版社2002.10
[34]杰克·吉多詹姆斯P·克莱门斯著张金成等译成功的项目管理机械工业出版社1999.10
[35]葛娟主编Microsoft Project2003项目管理与应有清华大学出版社北京交通大学出版社2006.10
[36]美国项目管理学会项目管理知识体系指南2000中文版
[37]孙光庭《质量管理》清华大学出版社
[38](美)洛丝特《全面质量管理》中国人民出版社
[39]罗伯特·K·威索基拉德·麦加里著费琳李盛萍等译有效的项目管理(第3版)电子工业出版社2004.8
[40]哈罗德·科兹纳著杨爱华杨敏王丽珍等译项目管理：计划、进度和控制的系统方法(第9版)电子工业出版社2006.9
[41]小塞缪尔·J·曼特尔杰克·R·梅瑞狄斯斯科特·M·谢弗玛丽格特·M·萨顿著林树岚邓士忠译项目管理实践电子工业出版社2007.5
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