本文選題：電子渠道　切入點(diǎn)：運(yùn)營(yíng)管理　出處：《吉林大學(xué)》2012年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：在全球信息技術(shù)、網(wǎng)絡(luò)技術(shù)高速發(fā)展和應(yīng)用的背景下,電子渠道已成為各大通信運(yùn)營(yíng)商與客戶進(jìn)行信息溝通和交易的重要形式，這種趨勢(shì)使得通信運(yùn)營(yíng)商原有的運(yùn)營(yíng)管理和服務(wù)營(yíng)銷(xiāo)體系面臨強(qiáng)大的沖擊。以傳統(tǒng)互聯(lián)網(wǎng)、移動(dòng)互聯(lián)網(wǎng)、手機(jī)短信、自助終端和其他電子通道為基礎(chǔ)的新興服務(wù)營(yíng)銷(xiāo)渠道,在一定程度上改進(jìn)并逐步替代傳統(tǒng)實(shí)體渠道和呼叫中心渠道的核心作用,并已成為通信運(yùn)營(yíng)商服務(wù)營(yíng)銷(xiāo)渠道的發(fā)展趨勢(shì)。在各大運(yùn)營(yíng)商集團(tuán)及省公司層面，均已將電子渠道發(fā)展列為下一步公司發(fā)展的重要戰(zhàn)略。各大運(yùn)營(yíng)商從組織保障、資源投入、人力資源儲(chǔ)備均下大力氣投入建設(shè)，已明確了網(wǎng)上營(yíng)業(yè)廳、電話營(yíng)業(yè)廳、掌上營(yíng)業(yè)廳、短信營(yíng)業(yè)廳、自助終端5大電子渠道的分類(lèi)定義和功能定位。 電信行業(yè)激烈的市場(chǎng)競(jìng)爭(zhēng)以及消費(fèi)者感知的高靈敏度,對(duì)通信運(yùn)營(yíng)商電子渠道一體化建設(shè)提出了更高的要求。需要通信運(yùn)營(yíng)商綜合業(yè)務(wù)流程、服務(wù)感知和IT支撐系統(tǒng)等多個(gè)維度、根據(jù)客戶生命周期價(jià)值組合,提供一體化支撐能力。電子渠道一體化運(yùn)營(yíng)將成為通信運(yùn)營(yíng)商的服務(wù)營(yíng)銷(xiāo)工作的重要課題,對(duì)形成長(zhǎng)期統(tǒng)一的公司品牌,一致的業(yè)務(wù)和服務(wù)感知,提高業(yè)務(wù)支撐效率,最終提高客戶忠誠(chéng)度具有重要價(jià)值。而當(dāng)前的情況是單渠道操作能力和性能不斷優(yōu)化，但渠道協(xié)同缺乏統(tǒng)一策略、用戶體驗(yàn)不一致、削弱了企業(yè)的競(jìng)爭(zhēng)能力和市場(chǎng)表現(xiàn)。同時(shí),電子渠道缺乏統(tǒng)一的客戶視圖,缺乏客戶需求更深的見(jiàn)解,不能形成對(duì)客戶需求的快速反應(yīng)、滿足和跟蹤，缺乏對(duì)用戶價(jià)值的生命周期資源聚合長(zhǎng)效機(jī)制。因此,我們需要系統(tǒng)的思考電子通道一體化建設(shè)問(wèn)題,包括:客戶體驗(yàn)層、運(yùn)營(yíng)層和支撐層，并以客戶體驗(yàn)層為核心,明晰業(yè)務(wù)流程框架,優(yōu)化IT支撐系統(tǒng)架構(gòu),構(gòu)建面向客戶的電子渠道一體化結(jié)構(gòu)。 同時(shí)，隨著通信技術(shù)和互聯(lián)網(wǎng)技術(shù)的快速發(fā)展，，新的電子渠道形式、功能和應(yīng)用不斷涌現(xiàn)，電子商務(wù)、電子支付等新興的電子渠道交易平臺(tái)已隱現(xiàn)業(yè)界，通信運(yùn)營(yíng)商電子渠道在不遠(yuǎn)的將來(lái)已呈現(xiàn)出巨大的發(fā)展?jié)摿涂臻g。如何利用好這一戰(zhàn)略性歷史機(jī)遇，在競(jìng)爭(zhēng)對(duì)手件脫穎而出，打造一體化電子渠道運(yùn)營(yíng)支撐管理體系已成為當(dāng)務(wù)之急。本文在對(duì)吉林移動(dòng)電子渠道現(xiàn)階段發(fā)展現(xiàn)狀、現(xiàn)階段存在問(wèn)題作細(xì)致分析的基礎(chǔ)上，提出了吉林移動(dòng)電子渠道運(yùn)營(yíng)管理和支撐一體化發(fā)展策略。具有一定的學(xué)術(shù)價(jià)值和實(shí)踐意義。
[Abstract]:In the context of the rapid development and application of global information technology and network technology, electronic channels have become an important form of communication and transaction between major communication operators and customers. This trend makes the original operation management and service marketing system of communication operators face a strong impact. Based on the traditional Internet, mobile Internet, SMS, self-service terminals and other electronic channels as the basis of new service marketing channels, To some extent, the core role of traditional physical channels and call center channels has been improved and gradually replaced, and has become the development trend of service marketing channels of communication operators. All the major operators have put great effort into the construction of the organization guarantee, resource investment and human resource reserve, and have made clear the online business hall and telephone business hall, all of which have been listed as important strategies for the next step of the development of the company. Handheld business hall, SMS business hall, self-help terminal 5 electronic channel classification definition and functional positioning. The fierce market competition in telecommunication industry and the high sensitivity of consumers' perception put forward higher requirements for the integrated construction of communication operators' electronic channels. According to the combination of customer life cycle value, the integrated support capability is provided. The integrated operation of electronic channels will become an important subject of service marketing work of communication operators, such as service perception and IT support system. It has important value to form a long-term unified company brand, consistent business and service perception, improve business support efficiency, and ultimately improve customer loyalty. However, the lack of a unified strategy for channel collaboration and inconsistent user experience weaken the competitiveness and market performance of enterprises. At the same time, electronic channels lack a unified customer view and a deeper view of customer needs. Unable to form a rapid response to customer needs, to meet and track, to lack of a long-term mechanism of life-cycle resource aggregation for user value. Therefore, we need to systematically think about the integration of electronic channels, including: customer experience layer, The operation layer and support layer, with customer experience layer as the core, clarify the business process framework, optimize the IT support system architecture, and construct a customer-oriented electronic channel integration structure. At the same time, with the rapid development of communication technology and Internet technology, new electronic channel forms, functions and applications continue to emerge, electronic commerce, electronic payment and other emerging electronic channel trading platforms have emerged in the industry. In the near future, telecommunications operators' electronic channels have shown great potential and space for development. How to make good use of this strategic historical opportunity to stand out in the competition, It has become an urgent task to build an integrated electronic channel operation support management system. This paper makes a detailed analysis of the current situation and existing problems of Jilin Mobile Electronic Channel. This paper puts forward the integrated development strategy of Jilin mobile electronic channel operation management and support, which has certain academic value and practical significance.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F626

【引證文獻(xiàn)】

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本文編號(hào)：1623016