發(fā)布時間：2018-01-11 03:25

  本文關鍵詞：中國移動集團客戶支撐體系的研究　出處：《北京郵電大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 集團客戶支撐體系 客戶滿意 關鍵因素 結構方程

【摘要】：隨著我國通信市場經過近十年的不斷發(fā)展,三大運營商之間競爭日益激勵。在公眾客戶趨于飽和的狀態(tài)下,集團客戶成為三大運營商競爭的藍海,如何保留并發(fā)展集團客戶成為三大運營商的研究重點,做好集團客戶的支撐工作對增強集團客戶滿意度有很大作用。 網絡資源是運營商的核心資源,是運營商的命脈,誰擁有良好的網絡資源就掌握的巨大的競爭優(yōu)勢。中國移動擁有世界上最大的移動通信網絡,但在固網資源上始終比較欠缺,接入問題是困擾中國移動的最大問題。 獲得固網牌照后和4G牌照后,中國移動會將發(fā)展焦點對準集團客戶和家庭客戶。在公眾客戶達到基本飽和的狀態(tài)下,集團客戶業(yè)務的發(fā)展非常迅猛,中國移動目前的集團客戶數目已經超過300萬家,約40%多的企業(yè)集團客戶都來自中國移動,集團客戶的收入已經占到中國移動總營收的40%以上,中國移動的業(yè)務收入正在從將個人客戶作為主營收入轉變到個人客戶和集團客戶發(fā)展并重的思路上來。隨著激烈的市場競爭,中國移動既要保護好已有的集團客戶資源,更要大力開拓其他的集團客戶,因此,做好集團客戶的保障支撐工作,建立完善的集團客戶支撐體系成為第一要務。 本研究遵循理論研究與實證分析相結合的原則,首先通過文獻分析法概括總結出集團客戶支撐體系建設的五個要素：從系統(tǒng)的角度去論述,一個好的運維支撐體系應當具備優(yōu)質的網絡、合理的組織架構、可靠的服務質量、高效的IT系統(tǒng)及完善的業(yè)務流程,這是本文的第一個創(chuàng)新點�；谝陨衔鍌�要素的分析框架,本文在充分調研的基礎上,運用案例和標桿分析法,通過與競爭對手對標,比較客觀詳實的提出并分析了中國移動集團客戶支撐體系在網絡、組織、服務質量、系統(tǒng)和流程等五個方面存在不足和問題。通過對運營商進行深入調查,本文運用實證的方法對影響集團客戶滿意度的因素進行了測度分析,并得出了影響因素之間的路徑系數和關鍵因素,客戶響應是影響客戶滿意最重要的因素,其次是流程和渠道建設的優(yōu)化,最后是服務質量和網絡質量的優(yōu)化。這些是影響中國移動集團客戶支撐體系客戶滿意因素的可測量變量,將五個因素進行先后順序化,對于指導集團客戶支撐體系構建和完善提供了有針對性和可操作性的對策和方法,這是本文的又一個創(chuàng)新點。在此基礎上,本文提出了“五個轉變”來解決中國移動集團客戶支撐體系面臨的問題,最后,根據反饋結果從IT系統(tǒng)、組織架構、服務流程、服務質量、網絡的先后順序依次提出優(yōu)化建議。
[Abstract]:With after nearly ten years of continuous development of China's telecommunications market, between the three operators of fierce competition. Customers in the public tends to saturation, the customer group has become the three largest operator competition blue ocean, how to keep the development and customer group became the focus of the study of the three operators, do support the work of the group customers have great effect on enhancing group customer satisfaction.
Cyber source is the core resource of operators, is the lifeblood of the operators, who have a good grasp of the cyber source huge competitive advantage. China Mobile has the world's largest mobile telecommunication network, but always in lack of fixed network resources, access problem is the biggest problem for China Mobile.
Get FTNS licenses and 4G licenses, China Mobile will focus on the development of group customers and domestic customers. Basically reached the saturated state in public customers, the development of the group's business is very fast, the number of customers of China Mobile group has more than 300 million, more than 40% of customers are from China Mobile group, the group of customers revenue has accounted for more than 40% of the total revenue of China Mobile, China Mobile's business income is from individual customers as the main income change up ideas to both individual customers and group customers development. With the fierce market competition, China Mobile not only to protect the existing customer resources, to vigorously develop other customers of the group, so well, the group customer support work, establish and improve the group customer support system has become the first priority.
This research follows the combination of theoretical research and empirical analysis principle, firstly summed up the five elements of the construction of supporting system of group customer through literature analysis: to discuss from the perspective of system, a good operation support system must have high quality network, reasonable structure, reliable quality of service, IT system efficient and perfect business process, this is the first innovation of this paper. The above analytical framework based on five elements of this paper, on the basis of full investigation, using the case analysis method and benchmarking, through benchmarking comparison with competitors, objectively puts forward and analyzes the customer support system of China Mobile group in network organization and the quality of service, shortcomings and problems in the five aspects of system and process. Through in-depth investigation of operators, this paper uses empirical methods to influence customer satisfaction for the group In the measurement and analysis, and draw the path coefficient between the influencing factors and key factors affecting customer satisfaction, customer response is the most important factor, followed by the optimization process and channel construction, and finally optimize the quality of service and quality of the network. These are measurable variables that affect the China Mobile group customer support system of customer satisfaction factors. Five, of order, to construct and perfect the system provides targeted and feasible countermeasures and methods to guide the support of customers of the group, this is another innovation of this paper. On this basis, this paper puts forward the "five changes" to solve the China Mobile group customer support system faces the problem, finally, according to the result of feedback from the IT system, organizational structure, service process, service quality, in order to network are put forward optimized suggestions.

【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F626

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本文編號：1407950