本文選題：廣東移動(dòng)手機(jī)營業(yè)廳 + 客戶關(guān)系管理��； 參考：《廣東財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：中國電信業(yè)正在面臨政策環(huán)境、市場(chǎng)環(huán)境、技術(shù)環(huán)境的變革,電信運(yùn)營商提供基礎(chǔ)電信服務(wù)的差距進(jìn)一步縮小,隨著移動(dòng)互聯(lián)網(wǎng)技術(shù)的發(fā)展,智能手機(jī)的普及,客戶購買產(chǎn)品或服務(wù)更加互聯(lián)網(wǎng)化,購買行為、消費(fèi)時(shí)點(diǎn)多變,把握客戶的需求難度越來越大,而電信企業(yè)的競爭歸根結(jié)底是獲取客戶價(jià)值的競爭,獲取的過程貫穿于整個(gè)客戶關(guān)系全生命周期。為了應(yīng)對(duì)時(shí)代的發(fā)展,中國移動(dòng)廣東公司推出基于移動(dòng)互聯(lián)網(wǎng)的手機(jī)應(yīng)用“廣東移動(dòng)手機(jī)營業(yè)廳”,但是自推出應(yīng)用以來客戶數(shù)增長緩慢,客戶服務(wù)成本高,客戶體驗(yàn)差,所以導(dǎo)致總客戶價(jià)值較低,與存量客戶規(guī)模和客戶價(jià)值不匹配,因此,分析和解決存在的問題成為廣東移動(dòng)項(xiàng)目團(tuán)隊(duì)的工作重點(diǎn)。文章首先交代了研究背景與研究意義,進(jìn)而說明文章使用的研究方法和主要研究的內(nèi)容,在第一部分簡述國內(nèi)外研究現(xiàn)狀;第二部分闡述客戶關(guān)系管理的基礎(chǔ)概念、客戶關(guān)系生命周期模型和客戶價(jià)值理論;第三部分主要說明了廣東移動(dòng)手機(jī)營業(yè)廳的內(nèi)外部經(jīng)營環(huán)境;第四部分介紹國內(nèi)的手機(jī)應(yīng)用和廣東移動(dòng)手機(jī)營業(yè)廳客戶端的發(fā)展情況;最后,基于客戶關(guān)系生命周期模型列舉了廣東移動(dòng)在各個(gè)時(shí)期的客戶價(jià)值提升策略,總結(jié)出在移動(dòng)互聯(lián)網(wǎng)時(shí)代電信運(yùn)營商手機(jī)客戶端客戶價(jià)值提升的方法。
[Abstract]:China's telecommunications industry is facing changes in the policy environment, market environment and technological environment, and the gap between telecom operators in providing basic telecommunications services has been further narrowed. With the development of mobile Internet technology and the popularity of smart phones, It is more and more difficult for customers to purchase products or services on the Internet, purchase behavior and consume time points, so it is more and more difficult to grasp the needs of customers. In the final analysis, the competition of telecom enterprises is the competition to obtain customer value. The acquisition process runs through the whole life cycle of the customer relationship. In order to cope with the development of the times, China Mobile Guangdong Company launched the mobile Internet based mobile phone application "Guangdong Mobile phone Business Hall." however, since the launch of the application, the number of customers has grown slowly, customer service costs are high, and customer experience is poor. As a result, the total customer value is low, which does not match with the stock customer size and customer value. Therefore, analyzing and solving the existing problems has become the focus of Guangdong Mobile Project team. Firstly, the paper explains the research background and significance, and then explains the research methods and main research contents used in the article. In the first part, it briefly describes the current research situation at home and abroad; the second part describes the basic concepts of customer relationship management. Customer relationship life cycle model and customer value theory; the third part mainly explains the internal and external business environment of Guangdong mobile phone business hall; the fourth part introduces the domestic mobile phone application and the development of the customer side of Guangdong mobile phone business hall; Finally, based on the customer relationship life cycle model, this paper enumerates the customer value promotion strategies of Guangdong Mobile in each period, and summarizes the methods to enhance the customer value of telecom operators in the era of mobile Internet.
【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F626;F274

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本文編號(hào)：1801903