本文選題：云南聯(lián)通　切入點(diǎn)：營(yíng)業(yè)廳　出處：《昆明理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國(guó)電信行業(yè)的重組與發(fā)展,形成了以中國(guó)電信、中國(guó)移動(dòng)和中國(guó)聯(lián)通三家運(yùn)營(yíng)商為主體的競(jìng)爭(zhēng)格局。在激烈的市場(chǎng)競(jìng)爭(zhēng)中,運(yùn)營(yíng)商要想獲得競(jìng)爭(zhēng)優(yōu)勢(shì),必須不斷提升運(yùn)營(yíng)效率,改進(jìn)管理手段。營(yíng)業(yè)廳作為聯(lián)系運(yùn)營(yíng)商與用戶的橋梁和紐帶,是運(yùn)營(yíng)商拓展市場(chǎng)份額,服務(wù)廣大用戶的主要途徑。好的營(yíng)業(yè)廳選址,不但可以提升營(yíng)業(yè)廳建設(shè)資金使用的效率與效益,而且可以拓展現(xiàn)有渠道,助力銷售和服務(wù)體系的搭建。 從云南聯(lián)通的實(shí)際情況出發(fā),通過(guò)分析存在問(wèn)題,對(duì)云南聯(lián)通的營(yíng)業(yè)廳選址進(jìn)行了研究,并根據(jù)競(jìng)爭(zhēng)性選址理論、商圈理論和網(wǎng)格化理論,設(shè)計(jì)了一整套的營(yíng)業(yè)廳選址流程和操作方法。研究主要從以下幾個(gè)方面展開： 首先,將營(yíng)業(yè)廳選址問(wèn)題分解為營(yíng)業(yè)廳規(guī)劃與營(yíng)業(yè)廳選址兩個(gè)步驟來(lái)開展。營(yíng)業(yè)廳規(guī)劃是將所研究的城市區(qū)域劃分一個(gè)個(gè)網(wǎng)格,根據(jù)企業(yè)對(duì)每個(gè)網(wǎng)格的業(yè)務(wù)目標(biāo)來(lái)測(cè)算該網(wǎng)格內(nèi)營(yíng)業(yè)廳的數(shù)量和布局要求。之后,在營(yíng)業(yè)廳規(guī)劃的指導(dǎo)下開展?fàn)I業(yè)廳選址。 其次,建立營(yíng)業(yè)廳選址評(píng)估指標(biāo)體系。區(qū)分并確定影響營(yíng)業(yè)廳選址的“區(qū)位”因素和“點(diǎn)位”因素�！皡^(qū)位”因素包括擬選址營(yíng)業(yè)廳所在區(qū)域的人口、經(jīng)濟(jì)、競(jìng)爭(zhēng)等因素；“點(diǎn)位”因素包含營(yíng)業(yè)廳所選位置的交通、客流和物業(yè)條件等。之后,根據(jù)這些影響因素,制定出現(xiàn)場(chǎng)評(píng)估調(diào)查表和選址評(píng)估指標(biāo)表。具體評(píng)估中使用GIS(地理信息系統(tǒng))技術(shù)在地圖上標(biāo)注出營(yíng)業(yè)廳選址點(diǎn)一定半徑內(nèi)的相關(guān)信息,如周邊自有渠道網(wǎng)點(diǎn)、競(jìng)爭(zhēng)對(duì)手網(wǎng)點(diǎn),以及學(xué)校、醫(yī)院、車站、超市等可能為營(yíng)業(yè)廳帶來(lái)客流的聚客源的分布情況。 最后,設(shè)計(jì)出營(yíng)業(yè)廳效能評(píng)估指標(biāo)體系,分為效益預(yù)評(píng)估和效能后評(píng)價(jià),作為營(yíng)業(yè)廳效益預(yù)測(cè)和效能檢驗(yàn)的工具。營(yíng)業(yè)廳效益預(yù)評(píng)估是從經(jīng)濟(jì)效益角度對(duì)選址營(yíng)業(yè)廳未來(lái)能否盈利進(jìn)行預(yù)測(cè),作為選址方案能否成立的判斷條件；營(yíng)業(yè)廳效能評(píng)價(jià)則是對(duì)運(yùn)營(yíng)后的營(yíng)業(yè)廳根據(jù)其職能重點(diǎn)進(jìn)行檢驗(yàn)。而營(yíng)業(yè)廳職能通常有銷售、服務(wù)、宣傳和體驗(yàn)四大職能。
[Abstract]:With the reorganization and development of the telecommunication industry in China, the competition pattern of three operators, namely China Telecom, China Mobile and China Unicom, has been formed. In the fierce market competition, the operators want to gain the competitive advantage. As a bridge and link between operators and users, the business office is the main way for operators to expand their market share and serve the vast number of users. It can not only improve the efficiency and benefit of the construction fund, but also expand the existing channels, and help to build the sales and service system. Based on the actual situation of Yunnan Unicom, and by analyzing the existing problems, this paper studies the location of business hall of Yunnan Unicom, and according to the theory of competitive location, the theory of business circle and the theory of gridding, Design a set of business hall location process and operation methods. The research mainly from the following aspects:. First of all, the business hall location problem is divided into two steps: the business hall planning and the business hall location selection. The business hall planning is to divide the urban areas studied one by one into grids. According to the business objectives of each grid, the number and layout requirements of the business hall in the grid are calculated. Then, the location of the business hall is carried out under the guidance of the business hall planning. Secondly, establish the evaluation index system of business hall location, distinguish and determine the "location" factor and "point location" factor that affect the location of business hall. "location" factor includes the population and economy of the area where the business hall is to be located. Factors such as competition; "point position" factors include traffic, passenger flow and property conditions at the location chosen by the business hall. After that, according to these influencing factors, In the concrete evaluation, GIS-technology is used to mark the relevant information within a certain radius of the location of the business hall on the map, such as the surrounding channel network, the competitor network, And schools, hospitals, stations, supermarkets, etc. Finally, the index system of effectiveness evaluation of business hall is designed, which is divided into benefit pre-evaluation and post-effectiveness evaluation. As the tool of profit prediction and efficiency test, the pre-evaluation of business hall benefit is to predict whether the business hall will be profitable in the future from the angle of economic benefit, as the judgment condition of whether the location plan can be established or not. The effectiveness evaluation of the business office is to test the business office according to its function emphases, and the business office function usually has four functions: sales, service, propaganda and experience.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F626

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本文編號(hào)：1643919