本文選題：績效管理 + 營銷績效管理��； 參考：《吉林大學(xué)》2007年碩士論文

【摘要】： 目前我國的通信市場迅猛發(fā)展,中國電信、中國網(wǎng)通、中國移動和中國聯(lián)通四大運(yùn)營商的競爭日益激烈,價格戰(zhàn)在各地此起彼伏,廣告戰(zhàn)的火藥味也日趨濃厚。管制的趨勢是有效競爭,可以預(yù)見的是,未來移動運(yùn)營商的競爭將主要體現(xiàn)為營銷之爭,用戶之爭。移動運(yùn)營商營銷績效管理是關(guān)系通信運(yùn)營商競爭成敗的根本保證之一。 本文主要從理論和方法論上研究通信運(yùn)營商營銷績效的測評問題。論文的主要研究內(nèi)容及成果歸納如下:首先,本文研究了通信行業(yè)目前的發(fā)展現(xiàn)狀并介紹了本文的研究目的和主要內(nèi)容;其次,研究了績效管理及營銷績效管理的研究現(xiàn)狀和發(fā)展趨勢,對營銷績效管理的涵義進(jìn)行界定,并介紹了績效評價的常用方法及績效綜合評價的常用方法;第三章,本著兼顧企業(yè)短期利益與長期利益、企業(yè)短期目標(biāo)與長期目標(biāo)相結(jié)合、財務(wù)效果和非財務(wù)效果并重的設(shè)計思想,設(shè)計了通信運(yùn)營商營銷績效管理體系及主要工作流程;第四章,根據(jù)通信運(yùn)營商營銷績效管理的特點(diǎn),設(shè)計了通信運(yùn)營商營銷績效評價指標(biāo)體系,并結(jié)合某省通信企業(yè)的案例對該企業(yè)進(jìn)行綜合績效評價;接下來的一章提出通信運(yùn)營商營銷績效管理方案的實(shí)施要點(diǎn)及其對策,提出通信運(yùn)營商營銷績效管理追蹤管理辦法;最后對本文進(jìn)行總結(jié)并對本方案的完善進(jìn)行了展望。
[Abstract]:China Telecom, China Netcom, China Mobile and China Unicom are facing increasingly fierce competition, price wars rise and fall one after another, and the smell of advertisement wars is becoming more and more intense. The trend of regulation is effective competition. It can be predicted that the competition of mobile operators in the future will be mainly reflected in the competition of marketing and users. The marketing performance management of mobile operators is one of the fundamental guarantees for the success or failure of communication operators' competition. This paper mainly studies the evaluation of marketing performance of communication operators in theory and methodology. The main research contents and achievements are summarized as follows: first, this paper studies the current development of the communication industry and introduces the purpose and main content of this paper; secondly, This paper studies the current situation and development trend of performance management and marketing performance management, defines the meaning of marketing performance management, and introduces the common methods of performance evaluation and the common methods of performance comprehensive evaluation. Based on the design idea of taking into account the short-term and long-term interests of the enterprise, combining the short-term and long-term objectives, and paying equal attention to the financial and non-financial effects, the paper designs the marketing performance management system and the main workflow of the communication operators. According to the characteristics of communication operators' marketing performance management, this paper designs the marketing performance evaluation index system of communication operators, and carries on the comprehensive performance evaluation to the communication enterprises of a certain province in combination with the case of the communication enterprises. In the following chapter, the main points and countermeasures of the marketing performance management scheme of the communication operators are put forward, and the tracking management method of the marketing performance management of the communication operators is put forward. Finally, this paper summarizes and looks forward to the perfection of the scheme.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：F274;F626

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 張先郁;;移動通信運(yùn)營企業(yè)營銷效率的DEA分析[J];特區(qū)經(jīng)濟(jì);2010年10期

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本文編號：1881436