本文關(guān)鍵詞： 高端客戶滿意度 服務(wù)與管理北京移動　出處：《北京郵電大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：自1995年中國GSM數(shù)字電話網(wǎng)正式開通,歷經(jīng)近20年的飛速發(fā)展,中國移動通信用戶數(shù)量逐年猛增。據(jù)國內(nèi)三大運營商半年年報顯示,2012年國內(nèi)用戶總數(shù)已超過10億(10.46億),繼續(xù)蟬聯(lián)世界第一。如此龐大的用戶數(shù)量同時也說明：我國的移動通信業(yè)已從快速發(fā)展期進入成熟期。 目前國內(nèi)移動通信市場由雙寡頭演變成的三國鼎立已有4年之久,且不說國門外虎視眈眈的國外運營商一直在等待進入中國市場的禁錮解除,僅就從2008年到2012年,由于市場爭奪者由二變?nèi)?市場競爭行為復(fù)雜程度,競爭手段多樣性已經(jīng)是層出不窮。 中國移動是國內(nèi)市場上最早提供移動通信服務(wù)的運營商,發(fā)揮先行優(yōu)勢得以成為行業(yè)內(nèi)最大企業(yè),掌握著大多數(shù)業(yè)內(nèi)高端客戶。北京由于其首都的獨特定位,高端客戶數(shù)量和素質(zhì)更是優(yōu)于國內(nèi)其他省市。研究北京移動如何在新競爭時期繼續(xù)保持市場占有第一的位置,是本文研究的主要目的之一。無論是外界競爭還是企業(yè)盈利的需求,高端客戶的銷售與管理都是北京移動重中之重的工作,高端客戶的服務(wù)與管理是客戶服務(wù)工作中最重要的一個方面。 本文從實際出發(fā),首先,通過相關(guān)文獻綜述,對服務(wù)、服務(wù)質(zhì)量、客戶滿意度及客戶滿意度指數(shù)模型做了詳細的回顧,以此理論進而分析了北京移動VIP客戶滿意度指數(shù)改進模型,為后文模型的應(yīng)用提供了理論依據(jù)；其次,對本文主要研究對象—北京移動高端客戶服務(wù)管理進行分析,剖析北京移動高端客戶服務(wù)競爭趨勢和服務(wù)管理的具體措施,并指出北京移動開展用戶滿意度指數(shù)測評對提高服務(wù)質(zhì)量、贏得市場競爭的意義；接著,列舉北京移動2011-2012年VIP客戶滿意度指數(shù)評測結(jié)果,詳細分析高端客戶群滿意度指標情況和服務(wù)改進之處,總結(jié)北京移動在高端客戶服務(wù)管理中的不足；然后,就所發(fā)掘出在服務(wù)管理方面的不足之處,提出了一套改進服務(wù)管理水平的實操方案；最后,對本文進行了總結(jié),指出本文的不足和局限。
[Abstract]:Since 1995, China's GSM digital telephone network has been officially launched, after nearly 20 years of rapid development, The number of mobile subscribers in China has soared year by year. According to the annual report of the three major domestic operators in 2012, the total number of domestic subscribers has exceeded 1 billion (one billion forty-six million), which continues to be the largest in the world. Mobile communications in China have moved from rapid development to maturity. It has been four years since the domestic mobile communication market was developed from a duopoly to a three-nation. Not to mention the foreign operators that are eyeing covetously outside the country, they have been waiting for the release of the restrictions on entering the Chinese market, just from 2008 to 2012. Due to the market competition from two to three, the complexity of market competition behavior, the diversity of competition means has been endless. China Mobile is the first operator in the domestic market to provide mobile communication services. It has been able to become the largest enterprise in the industry by giving play to its leading edge, holding most high-end customers in the industry. Beijing, thanks to its unique position as the capital, The number and quality of high-end customers are even better than those of other provinces and cities in China. It is one of the main purposes of this paper. Whether it is outside competition or the demand of enterprise profit, the sales and management of high-end customers are the most important work of Beijing Mobile. High-end customer service and management is the most important aspect of customer service. First of all, through the relevant literature review, this paper makes a detailed review of the service, service quality, customer satisfaction and customer satisfaction index model. Based on this theory, the improved model of VIP customer satisfaction index of Beijing Mobile is analyzed, which provides a theoretical basis for the application of the later model. Secondly, the paper analyzes the main research object of this paper-Beijing Mobile high-end customer service management. This paper analyzes the competitive trend of high-end customer service of Beijing Mobile and the concrete measures of service management, and points out the significance of Beijing Mobile to improve service quality and win market competition. Enumerate the Beijing Mobile 2011-2012 VIP customer satisfaction index evaluation results, detailed analysis of high-end customer satisfaction indicators and service improvements, summed up Beijing Mobile in high-end customer service management deficiencies; then, This paper puts forward a set of practical plan to improve the level of service management, and finally, summarizes the paper, points out the shortcomings and limitations of this paper.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F626

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本文編號：1532853