本文關(guān)鍵詞： 網(wǎng)格化營(yíng)銷服務(wù) 網(wǎng)絡(luò)資源 裝維　出處：《華中科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨著3G和三網(wǎng)融合等新網(wǎng)絡(luò)技術(shù)的引入與變革，中國(guó)電信業(yè)進(jìn)入全面同質(zhì)化競(jìng)爭(zhēng)時(shí)代。在新的市場(chǎng)環(huán)境下，中國(guó)電信基于固網(wǎng)基礎(chǔ)上的營(yíng)銷組織方式已不適應(yīng)新時(shí)期的發(fā)展要求。 在營(yíng)銷模式的構(gòu)建上，如何更貼近客戶，實(shí)現(xiàn)對(duì)存量和潛在客戶的無(wú)縫覆蓋，爭(zhēng)取到更多的營(yíng)銷機(jī)會(huì)；對(duì)能給企業(yè)帶來(lái)較多收入的中小客戶，如何編織緊密的銷售和服務(wù)網(wǎng)絡(luò)，是需要解決的重要問(wèn)題。在目前電信市場(chǎng)飽和度越來(lái)越高的情況下，網(wǎng)格化營(yíng)銷對(duì)解決中國(guó)電信如何深入挖掘客戶市場(chǎng)、全面覆蓋電信市場(chǎng)，細(xì)分市場(chǎng)空間并精耕細(xì)作等有著重要意義。本文通過(guò)文獻(xiàn)研究，在企業(yè)內(nèi)部開(kāi)展觀察、訪問(wèn)等調(diào)查，聚焦網(wǎng)格化營(yíng)銷在內(nèi)部管理上的實(shí)踐，通過(guò)分析H電信公司在粗放式經(jīng)營(yíng)中存在的問(wèn)題，，包括上對(duì)下的管理，即營(yíng)銷虛擬團(tuán)隊(duì)的組建和考核激勵(lì)，以及后端對(duì)前端的支撐，即網(wǎng)絡(luò)資源覆蓋和裝維等服務(wù)方面、IT系統(tǒng)信息管理方面的支撐，探索構(gòu)建網(wǎng)格化營(yíng)銷服務(wù)體系。從網(wǎng)格的劃分、網(wǎng)格支撐系統(tǒng)的建設(shè)、網(wǎng)格在資源建設(shè)上的應(yīng)用、網(wǎng)格中建設(shè)、裝機(jī)和營(yíng)銷一體化流程的推進(jìn)等方面，通過(guò)實(shí)施差異化營(yíng)銷中心投資資源配置、精確化營(yíng)銷和差異化裝維服務(wù)等措施，探討在基層實(shí)際運(yùn)作中如何建立較為完善的網(wǎng)格化營(yíng)銷體系。本文旨在通過(guò)研究，尋求較佳的網(wǎng)格化營(yíng)銷體系，為電信運(yùn)營(yíng)企業(yè)探索基層營(yíng)銷模式、提升基層管理水平提供參考，并通過(guò)實(shí)踐證明在電信公司構(gòu)建網(wǎng)格化營(yíng)銷服務(wù)體系，是提升競(jìng)爭(zhēng)力的有效措施之一。
[Abstract]:With the introduction and transformation of new network technologies such as 3G and triple network convergence, China's telecommunications industry has entered an era of comprehensive homogenization competition, under the new market environment. China Telecom's marketing organization based on fixed network can not meet the requirements of the new era. In the construction of marketing model, how to more close to customers, to achieve the seamless coverage of the stock and potential customers, and to win more marketing opportunities; For the small and medium-sized customers who can bring more revenue to the enterprise, how to weave a tight sales and service network is an important problem to be solved. At present, the telecom market saturation is getting higher and higher. Grid marketing is of great significance to solve the problem of how to dig into the customer market, fully cover the telecom market, subdivide the market space and work intensively and so on. Through the literature research, this paper carries out the observation inside the enterprise. Through the analysis of the problems existing in the extensive management of H telecom company, including the top-to-bottom management, that is, the formation and evaluation of the marketing virtual team. And the back-end to the front-end support, that is, network resources coverage and maintenance and other services IT system information management support, explore the construction of grid-based marketing service system, from the grid division. The construction of grid support system, the application of grid in resource construction, the construction of grid, the promotion of integrated process of installation and marketing, etc., through the implementation of differentiated marketing center investment resources allocation. This paper discusses how to establish a more perfect grid marketing system in the actual operation of grass-roots level by means of precise marketing and differentiated maintenance service. The purpose of this paper is to seek a better grid marketing system through research. It is one of the effective measures to improve the competitiveness of telecom enterprises to explore the basic marketing mode and improve the level of grass-roots management. It is proved by practice that the establishment of grid marketing service system in telecom companies is one of the effective measures to enhance competitiveness.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F626

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