發(fā)布時間：2018-05-09 17:16

  本文選題：電子渠道 + 信息服務(wù)�。� 參考：《河南大學(xué)》2012年碩士論文

【摘要】：隨著國內(nèi)通信技術(shù)的發(fā)展，以及電信網(wǎng)、廣電網(wǎng)和互聯(lián)網(wǎng)的進(jìn)一步融合，為用戶提供電子化服務(wù)已成為不可逆轉(zhuǎn)的潮流，也引發(fā)了運營商的渠道變革，電子渠道逐步興起。如何進(jìn)一步提升電子渠道的服務(wù)分流效果，充分發(fā)揮電子渠道的銷售職能，促進(jìn)企業(yè)高效低成本運營，是河南移動提升核心競爭力的重要戰(zhàn)略之一。 本文首先對通信行業(yè)電子渠道發(fā)展環(huán)境和趨勢進(jìn)行分析。運用PEST分析方法，從政治、經(jīng)濟(jì)、社會、技術(shù)四個角度對宏觀環(huán)境進(jìn)行分析。運用SWOT分析法，對電子渠道發(fā)展的優(yōu)勢、劣勢、機(jī)遇和威脅進(jìn)行分析�？偨Y(jié)出通信行業(yè)電子渠道發(fā)展的五個階段，以及未來的發(fā)展趨勢。 隨后剖析了河南移動電子渠道運營現(xiàn)狀。在體系架構(gòu)方面，河南移動具備了完善的電子渠道運營體系。在運營方面，實施了由“服務(wù)”向“服務(wù)+營銷”的定位轉(zhuǎn)型。明確了部門職責(zé)分工、形成跨部門協(xié)作機(jī)制，推動各項工作有效落實。功能應(yīng)用更加完、分流能力逐步顯現(xiàn)，系統(tǒng)支撐能力得以加強(qiáng)，關(guān)鍵工作取得了一些進(jìn)展。 由于目前河南移動電子渠道的發(fā)展還處于起步階段，在渠道建設(shè)和運營上還存在客戶認(rèn)知度較低、精細(xì)化營銷能力需要加強(qiáng)、操作便捷性有待改善、系統(tǒng)支撐能力仍需提升等問題。 本文通過對國內(nèi)外通信行業(yè)的經(jīng)驗借鑒，我們可以看出電子渠道的發(fā)展方向主要集中在八個方面：一是優(yōu)良的客戶體驗設(shè)計、二是高效；多樣化的營銷模式；三是全方面、持續(xù)性的運營支撐；四是基于價值提升的智能化分析；五是新型觸點的拓展和管理；六是個性化、社區(qū)化、互動式的服務(wù)；七是互聯(lián)網(wǎng)和移動互聯(lián)網(wǎng)的立體整合；八是利用外部資源的開放合作模式。 本文最后通過對電子渠道未來發(fā)展趨勢的把握，以及對河南移動電子渠道運營現(xiàn)狀的分析，圍繞電子渠道的真正內(nèi)涵，并以此為核心指導(dǎo)概念，針對河南移動電子渠道運營的不同環(huán)節(jié)，分別從功能、宣傳、感知、支撐四個方面提出具體的運營策略。 在功能策略方面：以“推廣”和“體驗”為著力點，以“個人、家庭、集團(tuán)”三大市場增值業(yè)務(wù)銷售、營銷活動辦理為突破口，以“精細(xì)化-交叉銷售”為推手，實現(xiàn)電子渠道在“規(guī)�！�、“銷售”方面的加速發(fā)展。 在宣傳策略方面：立足電子渠道“五賣”產(chǎn)品的獨特優(yōu)惠，找準(zhǔn)宣傳切入點，整合與目標(biāo)客戶及媒體之間的協(xié)同關(guān)系，通過重點使用內(nèi)部宣傳媒體、創(chuàng)新使用互聯(lián)網(wǎng)媒體、精細(xì)化使用傳統(tǒng)媒體。 在感知策略方面：以“客戶便捷”為出發(fā)點，建立各渠道UEUI規(guī)范，為用戶體驗建立量化模型，及時獲取用戶體驗數(shù)據(jù)以幫助各渠道進(jìn)行優(yōu)化；定期進(jìn)行可用性、滿意度專題研究及時了解客戶的想法和感知。 在支撐策略方面：遵循互聯(lián)網(wǎng)發(fā)展的規(guī)律，借鑒互聯(lián)網(wǎng)成功企業(yè)的模式和策略，電子渠道運營平臺建設(shè)必須堅持平臺化和開放原則。實現(xiàn)多種電子渠道的協(xié)同整合、實現(xiàn)電子渠道全業(yè)務(wù)監(jiān)控、實現(xiàn)個性化的用戶體驗運營。 本文所提出的運營策略，，為河南移動電子渠道的建設(shè)和發(fā)展提供了很好的建議。
[Abstract]:With the development of communication technology in China, as well as the further integration of telecommunications network, radio and television network and the Internet, providing electronic services for users has become an irreversible trend. It has also led to the channel change of operators and the gradual rise of electronic channels. How to further improve the service diversion effect of electronic channel channels and give full play to the marketing of electronic channels. Selling function to promote efficient and low-cost operation of enterprises is one of the important strategies for Henan mobile to enhance its core competitiveness.
This paper first analyzes the environment and trend of the development of electronic channels in the communication industry. By using the PEST analysis method, the macro environment is analyzed from four angles of politics, economy, society and technology. The SWOT analysis is used to analyze the advantages, disadvantages, opportunities and threats of the development of electronic channels. The five development of electronic channels in the communication industry is summarized. The stage, and the future trend.
Then the current situation of Henan mobile electronic channel operation is analyzed. In the aspect of system architecture, Henan Mobile has a perfect electronic channel operation system. In operation, it has implemented the transformation from "service" to "service + marketing". The division of division of responsibilities of departments has been clarified, and the cooperation mechanism of cross departments is formed to promote effective implementation of various work. The application of the system is more complete and the capacity to split is gradually showing. The supporting ability of the system has been strengthened, and some progress has been made in the key work.
As the development of Henan mobile electronic channel is still in its infancy at present, there is still a low customer awareness in the channel construction and operation, the fine marketing ability needs to be strengthened, the convenience of operation needs to be improved, and the support ability of the system needs to be improved.
Through the experience of the domestic and foreign communications industry, we can see that the development direction of the electronic channel is mainly concentrated in eight aspects: one is the excellent customer experience design, the two is the high efficiency; the diversified marketing mode; the three is the whole, the continuous operation support; four is the intelligent analysis based on the value promotion; five is the five The development and management of new contacts; six are personalized, community-based, interactive services; seven is the three-dimensional integration of the Internet and mobile Internet; and the eight is the open cooperation model using external resources.
At the end of this paper, through the grasp of the future development trend of electronic channels and the analysis of the current situation of the mobile electronic channel in Henan, the real connotation of the electronic channel is focused on, and it is the core guiding concept. According to the different links of the operation of the mobile electronic channel in Henan, four aspects are put forward from the power, the propaganda, the perception and the support respectively. Camp strategy.
In the aspect of functional strategy: "promotion" and "experience" as the focus, "individual, family, group" three major market value-added services sales, marketing activities as a breakthrough, "fine - cross sales" as the push to achieve the accelerated development of electronic channels in the "scale", "sale and sale".
In the aspect of propaganda strategy: Based on the unique preferences of the "five selling" products of the electronic channel, we can find out the penetration point, integrate the cooperative relationship with the target customers and the media, use the internal media, innovate the use of the Internet media, and elaborate the traditional media.
In the aspect of perception strategy: Taking "customer convenience" as the starting point, establishing the UEUI specification for each channel, establishing a quantitative model for the user experience, obtaining the user experience data in time to help the optimization of the various channels.
In the support strategy: following the law of Internet development and drawing on the model and strategy of Internet successful enterprises, the construction of the electronic channel operation platform must adhere to the principle of platform and opening, realize the coordination and integration of various electronic channels, realize the full service monitoring of the electronic channels, and realize the personalized user experience operation.
The operation strategy proposed in this paper provides good suggestions for the construction and development of Henan mobile electronic channels.

【學(xué)位授予單位】：河南大學(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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本文編號：1866871