甘肃移动电子渠道运营效能提升研究
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摘要
在移动互联网时代,国内的几家电信运营商经过多年的努力,已初步完成了渠道的基础建设,形成了实体渠道和电子渠道相结合的渠道运营体系。
随着互联网和通信技术的快速发展,客户的行为逐渐趋向于互联网化,网络客户成为电信运营商的战略性成功要素；电信运营商的业务转型也对渠道提出了挑战；海量客户覆盖、地价和人工成本上升,都让实体渠道的佣金成本和营业厅建设、维护成本高居不下;来自客户、业务和成本三方面的变化,给电信运营商的渠道建设带来新的挑战,这些因素都使得电信运营商不得不考虑进一步完善电子渠道,并提高其运营效能。
本文以甘肃移动电子渠道作为研究对象,通过介绍电子渠道的营销理论及甘肃移动电子渠道现状等,分析运营和管理过程中存在的一些问题,研究如何提升电子渠道的运营效能,进一步降低企业的运营成本、促进业务发展,期望能够使甘肃移动在激烈的市场竞争中获得一定的优势。
In the era of mobile internet, after years of effort, several domestic telecom operators have completed initial channel infrastructure and formed the channel operation system with the combination of the physical and electronic channels.
With the rapid development of the internet and communication technologies, customers's behaviors gradually turn to be internet-based, and network customers become strategic success factors for telecom operators. Business transformation of telecom operators also poses a challenge on the channels. Massive client coverage, rising land prices and labor costs lead to high costs for the physical channel commission and operating room's construction and maintenance. The changes from customers, business and cost bring new challenges to the telecom operators's channel construction. These factors make the telecom operators have to consider further improvement of electronic channels, and improve its operational performance.
In this paper, we used Gansu Mobile electronic channels as an object to analyse the problems which exist in the process of operation and management by introducing electronic channels of marketing theory and the status of the Gansu Mobile electronic channels. Furthermore. we studied how to improve the operational performance of the electronic channels, further reducing the operating costs of enterprise, and to promote business development. In a word, we expect Gansu Mobile to get the certain advantage in the fierce market competition.
随着互联网和通信技术的快速发展,客户的行为逐渐趋向于互联网化,网络客户成为电信运营商的战略性成功要素；电信运营商的业务转型也对渠道提出了挑战；海量客户覆盖、地价和人工成本上升,都让实体渠道的佣金成本和营业厅建设、维护成本高居不下;来自客户、业务和成本三方面的变化,给电信运营商的渠道建设带来新的挑战,这些因素都使得电信运营商不得不考虑进一步完善电子渠道,并提高其运营效能。
本文以甘肃移动电子渠道作为研究对象,通过介绍电子渠道的营销理论及甘肃移动电子渠道现状等,分析运营和管理过程中存在的一些问题,研究如何提升电子渠道的运营效能,进一步降低企业的运营成本、促进业务发展,期望能够使甘肃移动在激烈的市场竞争中获得一定的优势。
In the era of mobile internet, after years of effort, several domestic telecom operators have completed initial channel infrastructure and formed the channel operation system with the combination of the physical and electronic channels.
With the rapid development of the internet and communication technologies, customers's behaviors gradually turn to be internet-based, and network customers become strategic success factors for telecom operators. Business transformation of telecom operators also poses a challenge on the channels. Massive client coverage, rising land prices and labor costs lead to high costs for the physical channel commission and operating room's construction and maintenance. The changes from customers, business and cost bring new challenges to the telecom operators's channel construction. These factors make the telecom operators have to consider further improvement of electronic channels, and improve its operational performance.
In this paper, we used Gansu Mobile electronic channels as an object to analyse the problems which exist in the process of operation and management by introducing electronic channels of marketing theory and the status of the Gansu Mobile electronic channels. Furthermore. we studied how to improve the operational performance of the electronic channels, further reducing the operating costs of enterprise, and to promote business development. In a word, we expect Gansu Mobile to get the certain advantage in the fierce market competition.
引文
[1]中国移动电子渠道总体规划2008
[2]中国移动电子渠道工作指导意见2012
[3]中国移动电子渠道运营管理规范2012
[4]李羿锋,钟震玲.精细化服务营销.第一版.[M]北京：人民邮电出版社,2009.4.
[5]菲利普·科特勒著.营销管理.第11版.[M]梅清豪译.上海：上海人民出版社,2003,1.
[6]堂永胜.营销渠道：理论与实务.第一版.[M].电子工业出版社,2009,3.
[7]林有宏,黄宇芳.电信行业精确营销方法与案例.第二版.[M]北京：人民邮电出版社,2009.2.
[8]劳伦斯·G·弗里德曼著.创建销售渠道优势.第1版；[M]何剑云,沈正宁译.中国标准出版社,2000,3.
[9]崔明.销售管理.[M]上海：上海人民出版社.2009.9
[10]胡智海,骆念蓓.从电子渠道看电信市场走向[C].通信世界,2009.(5).
[11]电子渠道推广的5个秘诀.科技与企业[C].2010.(1)
[12]陈航.全业务运营背景下电子渠道建设研究.广东通信技术.[C].2009.(8)
[13]阎萍.基于SWOT分析的中国移动电子渠道推广战略探讨.金卡工程:经济与法.[C].2009.(12)
[2]中国移动电子渠道工作指导意见2012
[3]中国移动电子渠道运营管理规范2012
[4]李羿锋,钟震玲.精细化服务营销.第一版.[M]北京：人民邮电出版社,2009.4.
[5]菲利普·科特勒著.营销管理.第11版.[M]梅清豪译.上海：上海人民出版社,2003,1.
[6]堂永胜.营销渠道：理论与实务.第一版.[M].电子工业出版社,2009,3.
[7]林有宏,黄宇芳.电信行业精确营销方法与案例.第二版.[M]北京：人民邮电出版社,2009.2.
[8]劳伦斯·G·弗里德曼著.创建销售渠道优势.第1版；[M]何剑云,沈正宁译.中国标准出版社,2000,3.
[9]崔明.销售管理.[M]上海：上海人民出版社.2009.9
[10]胡智海,骆念蓓.从电子渠道看电信市场走向[C].通信世界,2009.(5).
[11]电子渠道推广的5个秘诀.科技与企业[C].2010.(1)
[12]陈航.全业务运营背景下电子渠道建设研究.广东通信技术.[C].2009.(8)
[13]阎萍.基于SWOT分析的中国移动电子渠道推广战略探讨.金卡工程:经济与法.[C].2009.(12)