本文選題：項目管理 + 項目質(zhì)量評價�。� 參考：《南京郵電大學(xué)》2012年碩士論文

【摘要】：隨著通信和信息技術(shù)的發(fā)展,移動通信市場中移動增值業(yè)務(wù)以其特殊的活力與優(yōu)勢,已經(jīng)成為中國電信行業(yè)運營商重要的增長點。作為南京電信增值業(yè)務(wù)的“我的e家”,其用戶規(guī)模已超過30萬,對整個南京電信收入的貢獻(xiàn)以及對組合業(yè)務(wù)的迅速拉動效果明顯。但同時也存在一些問題,如套餐方案與用戶需求的差異性、營銷渠道不足、營銷方案不夠完備等問題,影響了新老用戶潛在價值的提升和對信息服務(wù)潛在需求的挖掘,進而影響了南京電信市場競爭的優(yōu)勢。為此,對原來的南京電信“我的E家”營銷方案進行評價,提出相應(yīng)的改進策略,是南京電信公司關(guān)注的問題,其研究具有實際意義。 論文視南京電信“我的E家”營銷問題為一個項目,從“我的E家”營銷管理各環(huán)節(jié)入手,劃分了若干個階段。在改進計劃階段,基于“我的e家”營銷現(xiàn)狀的分析,提出了改進的思路,確定了方案改進評價標(biāo)準(zhǔn)；在改進方案選擇階段,根據(jù)FMEA質(zhì)量評價模型,對該營銷方案關(guān)鍵質(zhì)量特性指標(biāo)及潛在要因進行了分析,確定了改進方案；在改進方案實施階段,制定了實施流程,實施了相應(yīng)的營銷措施,從而保證了改進方案預(yù)期目標(biāo)的實現(xiàn)。 論文貢獻(xiàn)在于針對營銷問題,進行了項目化研究,探索了一種適合電信自身特點的營銷項目管理、推進模式,為此類問題的解決提供了理論指導(dǎo)。
[Abstract]:With the development of communication and information technology, mobile value-added service in mobile communication market has become an important growth point for Chinese telecom operators with its special vitality and advantages. As the value added service of Nanjing Telecom, "my home" has more than 300000 subscribers, the contribution to the whole Nanjing Telecom revenue and the rapid pull effect on the portfolio business are obvious. But at the same time, there are some problems, such as the difference between the plan and the demand of users, the insufficiency of marketing channel, the incompleteness of marketing scheme, and so on, which affect the promotion of potential value of new and old users and the mining of potential demand for information service. Furthermore, it affects the competitive advantage of Nanjing telecom market. Therefore, it is of practical significance to evaluate the original marketing scheme of Nanjing Telecom "my E home" and put forward the corresponding improvement strategy. This paper regards Nanjing Telecom's "my E home" marketing problem as a project, starting with each link of "my E home" marketing management, divides several stages. In the stage of improvement plan, based on the analysis of the present marketing situation of "my home", this paper puts forward the idea of improvement and determines the evaluation standard of scheme improvement, and in the stage of improving scheme selection, according to the quality evaluation model of FMEA, The key quality characteristic index and potential cause of the marketing scheme are analyzed, and the improvement scheme is determined. In the stage of implementation of the improved scheme, the implementation process is established, and the corresponding marketing measures are implemented. Thus, it ensures the realization of the expected goal of the improved scheme. The contribution of this paper is to carry out project research on marketing problems, explore a marketing project management model suitable for telecom's own characteristics, and provide theoretical guidance for solving this kind of problems.
【學(xué)位授予單位】：南京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F626;F274

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