本文選題：聯(lián)盟商戶管理 + 成都移動(dòng)��； 參考：《電子科技大學(xué)》2013年碩士論文

【摘要】：聯(lián)盟商戶是指服務(wù)于全球通VIP客戶和動(dòng)感地帶客戶等移動(dòng)業(yè)務(wù)品牌客戶的優(yōu)秀社會(huì)商戶，它能為客戶提供優(yōu)惠、優(yōu)先、優(yōu)質(zhì)的服務(wù)，延伸移動(dòng)各業(yè)務(wù)品牌的價(jià)值；能為客戶提供差異化服務(wù)使其獨(dú)享尊貴體驗(yàn)。聯(lián)盟商戶服務(wù)體現(xiàn)了成都移動(dòng)公司以服務(wù)為本的理念，也成為了提高移動(dòng)各品牌客戶忠誠(chéng)度的重要手段。 在激烈的市場(chǎng)競(jìng)爭(zhēng)環(huán)境下，成都移動(dòng)高度重視聯(lián)盟商戶業(yè)務(wù)的發(fā)展，客戶群體不斷擴(kuò)大導(dǎo)致需要更泛眾的品牌共性來(lái)適應(yīng)客戶階層屬性上的巨大跨度，但與此同時(shí)是品牌服務(wù)上的差距逐漸拉大，，VIP用戶享受著極高的服務(wù)等級(jí)，而其他用戶面臨的其他品牌同質(zhì)化服務(wù)或及其基本的服務(wù)內(nèi)容，因此，我們需要利用客戶的規(guī)模優(yōu)勢(shì)與品牌傳播優(yōu)勢(shì)激活商戶聯(lián)盟體系，強(qiáng)調(diào)商戶在客戶生活節(jié)點(diǎn)的顯現(xiàn)，以此改善品牌形象、提升服務(wù)感知；對(duì)于“聯(lián)盟”此類商業(yè)模式而言，我們不是做的最好的，因此，我們需要一套更為完善的服務(wù)體系，既能覆蓋整個(gè)客戶群體，也能使客戶享受差異化、多元化服務(wù)內(nèi)容。在整合原全球通VIP俱樂(lè)部簽約商家、動(dòng)感地帶商家聯(lián)盟、彩信優(yōu)惠券商家等多種相關(guān)業(yè)務(wù)資源的基礎(chǔ)上，進(jìn)一步拓展商家合作，建立起了統(tǒng)一的聯(lián)盟商戶服務(wù)平臺(tái)。目前，聯(lián)盟商戶涵蓋了酒店、餐飲、娛樂(lè)、景點(diǎn)、購(gòu)物等各個(gè)行業(yè)，而聯(lián)盟商戶良好的服務(wù)體系及管理運(yùn)營(yíng)機(jī)制，是保證長(zhǎng)期穩(wěn)定地為消費(fèi)者提供優(yōu)質(zhì)服務(wù)和優(yōu)惠產(chǎn)品的關(guān)鍵。因此，聯(lián)盟商戶的管理問(wèn)題也是成都移動(dòng)公司發(fā)展和進(jìn)步的重要問(wèn)題。 本文首先分析了目前成都通信行業(yè)的發(fā)展情況，分析了通信運(yùn)營(yíng)商之間的競(jìng)爭(zhēng)情況，也分析了目前成都移動(dòng)做盟商戶的可行性情況，對(duì)于成都移動(dòng)聯(lián)盟商戶風(fēng)的發(fā)展現(xiàn)狀如資源整合、行業(yè)發(fā)展以及第三方管理機(jī)構(gòu)管理方面進(jìn)行了分析，并清晰認(rèn)識(shí)到了目前聯(lián)盟商戶管理中的優(yōu)勢(shì)和不足，目的在于使聯(lián)盟商戶的發(fā)展適應(yīng)目前激烈的市場(chǎng)競(jìng)爭(zhēng)和公司發(fā)展的需要。然后，本文針對(duì)相應(yīng)的分析提出了具體的實(shí)施辦法和改進(jìn)措施，目前，部分措施已經(jīng)在實(shí)施中，并且收到了較好的效果，相信隨著聯(lián)盟商戶相關(guān)戰(zhàn)略研究的不斷深入，管理的進(jìn)一步加強(qiáng)，管理組織的繼續(xù)完善，聯(lián)盟商戶將對(duì)成都移動(dòng)的發(fā)展提供更好的支持和幫助。
[Abstract]:Alliance merchants refer to the outstanding social merchants who serve GSM VIP customers and mobile business brand customers, which can provide preferential, preferential and high quality services to customers and extend the value of mobile business brands. To provide customers with differentiated services to enable them to enjoy the dignity of the experience. The alliance merchant service embodies the service-oriented concept of Chengdu Mobile Company and also becomes an important means to improve the customer loyalty of mobile brands. In the fierce market competition environment, Chengdu Mobile attaches great importance to the development of alliance merchants business, the continuous expansion of customer groups lead to the need for a more widespread brand commonality to adapt to the huge span on the attributes of the customer class. But at the same time, the gap in brand service is gradually widening. VIP users enjoy extremely high service levels, while other users are faced with other brand homogenized services or their basic service content. We need to use the advantage of customer scale and brand communication to activate the business alliance system, emphasize the appearance of the merchant in the customer life node, so as to improve the brand image, enhance the service perception; for the "alliance" such business model, We do not do the best, therefore, we need a more complete service system, can cover the entire group of customers, but also enable customers to enjoy the diversity of service content. On the basis of integrating many related business resources such as the original GSM VIP club signed merchants, dynamic zone business alliance, MMS coupons merchants and other related business resources, the cooperation of merchants was further expanded, and a unified service platform for alliance merchants was established. At present, the alliance merchants cover hotels, restaurants, entertainment, attractions, shopping and other industries, and the alliance merchants good service system and management and operation mechanism, is the key to ensure long-term stability to provide consumers with quality services and preferential products. Therefore, the management of alliance merchants is also an important issue for the development and progress of Chengdu Mobile Company. At first, this paper analyzes the development of Chengdu communication industry, the competition among telecom operators, and the feasibility of Chengdu Mobile. This paper analyzes the current situation of Chengdu mobile alliance business style, such as resource integration, industry development and third party management, and clearly recognizes the advantages and disadvantages of the alliance business management. The purpose is to adapt the development of alliance merchants to the current fierce market competition and the needs of company development. Then, according to the corresponding analysis, this paper puts forward the specific implementation methods and improvement measures. At present, some of the measures are already in the process of implementation, and have received better results. I believe that with the development of the related strategic research of the alliance merchants, With the further strengthening of management and the continuous improvement of management organization, the alliance merchants will provide better support and help for the development of Chengdu Mobile.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F626

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本文編號(hào)：1838819