本文選題：W聯(lián)通 + 大客戶經(jīng)理��； 參考：《廣西大學(xué)》2013年碩士論文

【摘要】：近年來(lái),隨著經(jīng)濟(jì)全球化,電信行業(yè)的競(jìng)爭(zhēng)變得日趨激烈,國(guó)內(nèi)快速增長(zhǎng)的電信市場(chǎng)成為了全球各大電信運(yùn)營(yíng)商的共同關(guān)注。隨著中國(guó)電信行業(yè)的開(kāi)放和發(fā)展,中國(guó)聯(lián)通也得到了迅速的發(fā)展,同時(shí)面臨的市場(chǎng)競(jìng)爭(zhēng)也越來(lái)越激烈,尤其是對(duì)大客戶市場(chǎng)的爭(zhēng)奪更是日趨激烈。因此,服務(wù)質(zhì)量的競(jìng)爭(zhēng)將會(huì)是未來(lái)電信行業(yè)市場(chǎng)競(jìng)爭(zhēng)的焦點(diǎn),對(duì)大客戶的服務(wù)更是運(yùn)營(yíng)商的工作重點(diǎn)。而大客戶經(jīng)理是企業(yè)與重點(diǎn)客戶或大客戶合作關(guān)系的建立、維護(hù)與促進(jìn)者,他們的去留以及素質(zhì)的高低,與企業(yè)的發(fā)展息息相關(guān)。根據(jù)“二八”原理,企業(yè)80%的利潤(rùn)是由20%的重點(diǎn)客戶或大客戶創(chuàng)造的,那么,維護(hù)大客戶對(duì)企業(yè)的忠誠(chéng)度,使企業(yè)在激烈的市場(chǎng)中獲得競(jìng)爭(zhēng)優(yōu)勢(shì),將成為W聯(lián)通發(fā)展戰(zhàn)略的重點(diǎn)。在這樣的背景下,建立適合企業(yè)發(fā)展戰(zhàn)略的績(jī)效管理體系,顯得尤為重要。本文以W聯(lián)通的大客戶經(jīng)理績(jī)效管理為切入點(diǎn),運(yùn)用績(jī)效管理理論和目標(biāo)管理法(MBO)、平衡計(jì)分卡(BSC)、關(guān)鍵業(yè)績(jī)指標(biāo)法(KPI)等相關(guān)方法,結(jié)合公司的經(jīng)營(yíng)戰(zhàn)略和大客戶經(jīng)理績(jī)效管理的實(shí)際情況,首先,對(duì)W聯(lián)通原有的大客戶經(jīng)理績(jī)效管理體系進(jìn)行分析,重點(diǎn)分析其績(jī)效考核模式,找出存在的問(wèn)題和需要改進(jìn)的地方,并針對(duì)問(wèn)題進(jìn)行診斷,其次,根據(jù)研究結(jié)果得出的相關(guān)結(jié)論,對(duì)大客戶經(jīng)理績(jī)效管理體系進(jìn)行優(yōu)化方案設(shè)計(jì),建立一套有助于推動(dòng)公司發(fā)展的新的績(jī)效管理體系。最后,在前面分析的基礎(chǔ)上提出了大客戶經(jīng)理績(jī)效管理體系實(shí)施的保障及效果評(píng)價(jià)。通過(guò)在實(shí)施運(yùn)用的過(guò)程中發(fā)現(xiàn)并解決問(wèn)題,進(jìn)一步完善大客戶經(jīng)理績(jī)效管理體系,提升管理者的績(jī)效管理水平。
[Abstract]:In recent years, with the economic globalization, the competition of telecommunication industry becomes more and more fierce. The rapid growth of domestic telecom market has become the common concern of all the major telecom operators in the world. With the opening and development of China's telecom industry, China Unicom has also got rapid development, at the same time, the market competition is becoming more and more fierce, especially the competition for the major customer market is becoming more and more fierce. Therefore, the competition of service quality will be the focus of telecom market competition in the future. The key account manager is the establishment, maintenance and promotion of the cooperative relationship between the enterprise and the key customer or the key customer. Their retention and quality are closely related to the development of the enterprise. According to the principle of "2 / 8", 80% of the profits of an enterprise are created by 20% of the key customers or large customers. So, to maintain the loyalty of the major customers to the enterprise and to enable the enterprise to gain a competitive advantage in the fierce market, Will become the focus of development strategy of W Unicom. Under this background, it is very important to establish a performance management system suitable for enterprise development strategy. This paper takes the key account manager performance management of W Unicom as the breakthrough point, uses the performance management theory and the goal management method (MBO), the balanced scorecard (BSC), the key performance index method (KPI) and so on correlation methods, etc. Combining the management strategy of the company and the actual situation of the performance management of the key account manager, firstly, the paper analyzes the original performance management system of the key account manager of W Unicom, focusing on its performance appraisal model. Find out the existing problems and need to be improved, and diagnose the problems. Secondly, according to the relevant conclusions of the research results, the key account manager performance management system optimization scheme design, Set up a new performance management system to promote the development of the company. Finally, on the basis of the above analysis, this paper puts forward the guarantee and effect evaluation of the implementation of the performance management system of the key account manager. By finding and solving problems in the process of implementation, we can further improve the performance management system of key account managers and improve the performance management level of managers.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272.92;F626

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