本文選題：直銷模式　切入點(diǎn)：項(xiàng)目管理　出處：《復(fù)旦大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著近期上海移動(dòng)電話市場客戶競爭的進(jìn)一步加劇以及過渡依賴代理商的問題,上海聯(lián)通在渠道管理工作方面提出了渠道扁平化的要求。對該項(xiàng)目進(jìn)行了立項(xiàng),上海聯(lián)通信息化事業(yè)部為配合這一項(xiàng)目,自主研發(fā)了新的集“3G無線通訊、APN安全接入、現(xiàn)場寫卡、銀聯(lián)支付、熱敏打印、證件識別、觸摸彩屏”于一體的“易售寶”一體化機(jī)具。然而在項(xiàng)目推進(jìn)過程中,一開始由于需求管理、組織架構(gòu)溝通等方面的問題,導(dǎo)致需求模糊、范圍不清,需求設(shè)計(jì)工作陷入反復(fù)修改,溝通矛盾不斷出現(xiàn),最終工期不斷拖延,使得項(xiàng)目的推進(jìn)一度擱置。結(jié)合前期的經(jīng)驗(yàn)教訓(xùn),運(yùn)用了項(xiàng)目管理相關(guān)理論和工具方法,上海聯(lián)通順利完成渠道扁平化項(xiàng)目的項(xiàng)目建設(shè)。本文作者結(jié)合自己在該項(xiàng)目中近兩年的建設(shè)經(jīng)驗(yàn),運(yùn)用項(xiàng)目管理方面的相關(guān)理論知識,對渠道扁平化項(xiàng)目需求設(shè)計(jì)階段的關(guān)鍵問題進(jìn)行了詳細(xì)的分析,并合理地通過項(xiàng)目管理的工具與方法對項(xiàng)目的關(guān)鍵點(diǎn)進(jìn)行了詳細(xì)的分解并提出了方案設(shè)想。在設(shè)想的基礎(chǔ)上對溝通環(huán)節(jié)、需求規(guī)范管理、人員組織架構(gòu)管理這幾方面進(jìn)行了具體的實(shí)施,之后的效果檢驗(yàn)環(huán)節(jié)也證明了這些方案確實(shí)可效,最終保證項(xiàng)目的順利上線。最后,本文對投入使用后的實(shí)際應(yīng)用以及產(chǎn)生的經(jīng)濟(jì)效益進(jìn)行了闡述,對本文工作進(jìn)行全面總結(jié),給出本文所取得的成果,指出存在的不足和改進(jìn)方向。
[Abstract]:With the further intensification of customer competition in the Shanghai mobile phone market and the problem of over-reliance on agents, Shanghai Unicom has put forward the requirement of channel flattening in the work of channel management. In order to cooperate with this project, the Information Division of Shanghai Unicom has independently developed a new set of "3G wireless communication APN secure access, on-site card writing, UnionPay payment, thermal printing, identification," Touch screen "easy to sell treasure" integrated tools. However, in the process of the project, due to requirements management, organizational structure communication and other problems, the demand is vague and the scope is not clear. The requirement design work falls into the repeated revision, the communication contradiction appears unceasingly, the final time limit is delayed, the project advancement is put on hold for a time. Combined with the previous experience and lessons, the project management theory and tool method are used. Shanghai Unicom has successfully completed the project of channel flattening project. The key problems in the demand design phase of channel flattening project are analyzed in detail. Through the tools and methods of project management, the key points of the project are decomposed in detail and the scheme assumption is put forward. The personnel organization structure management has carried on the concrete implementation in these several aspects, after the effect test link also proved that these plans really can be effective, finally guarantees the project smoothly on-line. Finally, In this paper, the practical application and economic benefit after putting into use are expounded, the work of this paper is summarized in an all-round way, the results obtained in this paper are given, and the shortcomings and the direction of improvement are pointed out.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F626

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本文編號：1569703