本文選題：同質(zhì)化競(jìng)爭(zhēng)　切入點(diǎn)：客戶滿意度　出處：《西南財(cái)經(jīng)大學(xué)》2013年碩士論文

【摘要】：隨著中國(guó)通信行業(yè)幾次大型重組和3G時(shí)代的全面來臨,中國(guó)的三大運(yùn)營(yíng)商中國(guó)移動(dòng)、中國(guó)聯(lián)通、中國(guó)電信格局發(fā)生了巨大變化,形成三足鼎立的局面。行業(yè)間業(yè)務(wù)的壁壘被徹底打破,三家運(yùn)營(yíng)商可同時(shí)擁有移動(dòng)、固話、寬帶的經(jīng)營(yíng)權(quán)限,行業(yè)正式進(jìn)入全業(yè)務(wù)競(jìng)爭(zhēng)時(shí)代。經(jīng)歷了通信行業(yè)快速發(fā)展的前期階段,逐步飽和的通信市場(chǎng)急需變革,運(yùn)營(yíng)商們積極尋求著創(chuàng)新之路。激烈的競(jìng)爭(zhēng)對(duì)以客戶服務(wù)為命脈的通信行業(yè)提出了新要求。文章積極尋找通信行業(yè)新的藍(lán)海空間的途徑,指出：新形式下的客戶服務(wù)要求運(yùn)營(yíng)商整合整個(gè)產(chǎn)業(yè)鏈的資源,以“客戶需求”為中心,充分做好市場(chǎng)細(xì)分工作,個(gè)性化服務(wù)舉措被提出并得到充分運(yùn)用。 本文首先從中國(guó)移動(dòng)通信集團(tuán)的誕生到如何發(fā)展入手,接著介紹了成都移動(dòng)公司的發(fā)展歷程,一直分析到目前面臨的通信市場(chǎng)主要問題為：同質(zhì)化競(jìng)爭(zhēng)現(xiàn)象嚴(yán)重和客戶服務(wù)要求新變化。一切跡象表明,3G時(shí)代,中國(guó)移動(dòng)通信集團(tuán)將由原來的絕對(duì)優(yōu)勢(shì)地位變成相對(duì)優(yōu)勢(shì)。文章深刻剖析了移動(dòng)公司擁有的優(yōu)勢(shì)與劣勢(shì)、面臨的機(jī)遇與挑戰(zhàn),分析指出新的變革對(duì)客戶服務(wù)提出了新的要求,客服不再追求數(shù)量而向質(zhì)量?jī)A斜。 接下來,論文回顧市場(chǎng)細(xì)分理論、差異化營(yíng)銷理論,并運(yùn)用ACSI模型和電信用戶滿意度指數(shù)模型,闡釋必須要超出客戶期望才能得到優(yōu)質(zhì)的客戶服務(wù)水平。 主體一部分研究了成都移動(dòng)公司如何有效提高客戶服務(wù)質(zhì)量,包括細(xì)分客戶類型,了解客戶真正需求,針對(duì)性提供服務(wù)等各個(gè)方面的具體策略和方法。 主體二部分研究成都移動(dòng)公司在自身不同渠道、不同客戶類型、不同業(yè)務(wù)領(lǐng)域等各方面實(shí)施個(gè)性化服務(wù)的舉措,提出個(gè)性化服務(wù)才是今后客戶服務(wù)的所應(yīng)努力方向。 文章通過通信企業(yè)、通信行業(yè)、通信市場(chǎng)三重維度的分析,運(yùn)用學(xué)習(xí)的理論知識(shí)與專業(yè)的數(shù)據(jù)模型,為求透徹解析新形勢(shì)下客戶服務(wù)的新特點(diǎn),積極尋找同質(zhì)化競(jìng)爭(zhēng)問題的解決之道,以便在今后的工作中可以將個(gè)性化服務(wù)的內(nèi)容加以總結(jié)與批量應(yīng)用。
[Abstract]:With the China communications industry, several large-scale restructuring and 3G era coming round, Chinese three operators China Mobile, China Unicom China, great changes have taken place in the China Telecom pattern, forming a situation of tripartite confrontation situation. Inter industry business barriers was completely broken, the three operators can also have a mobile, fixed line, broadband operating authority, industry officially entered the era of business competition. The early stage has experienced the rapid development of communication industry, communication market need change gradually saturated, operators are actively seeking the road of innovation. The fierce competition of customer service communication is the lifeblood of the industry put forward new requirements. That way, the communications industry actively looking for a new blue ocean space the new form of customer service requires operators to integrate the whole industry chain resources, to customer demand as the center, make a good market for fine division of labor, personalized Service initiatives have been put forward and fully used.
This paper from the China Mobile group to start with the development, then introduces the development course of Chengdu Mobile Corporation, has been the main problem analysis of communication market is currently facing: homogeneous competition is serious and customer service requirements of the new changes. All the signs of the 3G era, China Mobile group will become the absolute advantage the dominant position. The article deeply analyzes the advantages and disadvantages of Mobile Corporation have, facing opportunities and challenges, the analysis pointed out that the proposed new requirements and new changes to the customer service, customer service is no longer the pursuit of quantity and quality to tilt.
Next, the paper reviews market segmentation theory, differentiated marketing theory, and applies ACSI model and telecom user satisfaction index model to explain that we must exceed customer expectations to get quality customer service level.
In the first part, we have studied how Chengdu Mobile Corporation can effectively improve customer service quality, including subdividing customer types, understanding customer's real needs, providing targeted services and other specific strategies and methods.
The two part studies the initiatives of Chengdu Mobile Corporation in carrying out personalized service in various channels, different customer types and different business areas, and puts forward that personalized service is the direction of customer service in the future.
This article through the communication enterprises, the communications industry, analysis of communication market in three dimensions, using learning theory knowledge and professional data model, new features for a thorough analysis of customer service under the new situation, actively looking for solutions of homogeneous competition problems, in order to work in the future can be personalized service content. Summary and batch applications.

【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F626;F274

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本文編號(hào)：1656578