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论文编号：	2797
作者编号：	2120082236
上传时间：	2010/12/2 16:40:30
中文题目：	全业务背景下中国移动电子渠道服务营销策略研究
英文题目：	Research on China Mobile’s Strategy of Electronic channels for Full-service era development
指导老师：	白长虹
中文关键字：	全业务；电子渠道；服务营销；中国移动
英文关键字：	Full-service era；Electronic channels；Services Marketing；China Mobile
中文摘要：	随着计算机网络，有线电视网及电信网络的迅猛发展，电信行业已经迈向了三网融合的全业务时代。在全新的时代背景下，中国移动面临着新的挑战和机遇。而伴随着2008年5月，电信行业的第三次全行业重组，中国移动、中国电信及中国联通具备了较为均衡的实力和发展潜质。从全行业看，电信运营商的重组为行业的发展注入了新的活力，但对于已经积累了较大优势的中国移动而言，重组意味着压力与机会共存的全新的发展局面。 全新的时代背景和业务格局对移动提出了新的发展课题：是继续在2G业务上高歌猛进，还是借由大力投入TD业务的同时力推行电子渠道业务，以期降低成本，实现3G发展与企业利润的双赢？中国移动显然有自己的主张。 2010年3月19日，中国移动正式成功入股上海浦东发展银行。作为中移动全国范围内规模最大的全资子公司，广东移动以人民币398.01亿元收购浦发银行22.08亿新股。在中国移动随后与浦发银行签署的战略合作备忘录中明确表示，作为新的战略合作伙伴，移动将在移动金融业务、移动电子商务等领域展开广泛合作,其范围涵盖移动支付业务、移动转账业务等其他形式的移动金融以及未来的移动电子商务业务。 这种全新的布局一方面借鉴了国外成功运营商的从业经验，同时也是为了更好地应对全业务背景下三网融合及电子渠道发展的内在需要。由于电子渠道对运营商降低运行成本，提高客户粘合度方面独特的功能和价值，这种发展模式成为众人关注的焦点。 本文在借鉴大量国内外研究资料和文献的基础上，从中国移动电子渠道的实际情况出发，根据服务营销中客户忠诚和客户满意的角度，对中国移动电子渠道的发展提出一些建议和意见，从而为中国移动在业务创新、商业模式探索、应对三网融合策略及发展和巩固客户资源等方面提供一些有益的思路，进而为中国移动在同业中保持自身的领先地位贡献力量，同时，也希望通过本文的阐述，对电信运营商下一步电子渠道建设和服务营销的方向和发展策略提供启示。
英文摘要：	With computer networks, cable networks and the rapid development of telecommunications networks, telecommunications industry has been towards a triple play of full-service era. In the context of the new era, China Mobile is facing new challenges and opportunities. And with May 2008, the telecom industry's third industry-wide restructuring, China Mobile, China Telecom and China Unicom have a more balanced strength and development potential. From the industry perspective, the reorganization of telecom operators for the development of the industry has injected new vitality, but has accumulated a great advantage for China Mobile, the restructuring means that the pressure and opportunity to the development of the new situation of coexistence. The new pattern of the background and business on the move raised new development issues: is to continue to triumph in the 2G business, or take investment in TD by the strong force, while the implementation of e-business channel business to reduce costs and achieve development and corporate profits 3G win-win? China Mobile clearly has their own ideas. On March 19, 2010, China Mobile officially successful Shanghai Pudong Development Bank shares. Moving across the country as the largest wholly-owned subsidiary, Guangdong Mobile to 39.801 billion yuan acquisition of Shanghai Pudong Development Bank 2.208 billion new shares. Followed by China Mobile and Shanghai Pudong Development Bank signed a strategic cooperation memorandum made it clear that, as a new strategic partner, the mobile will be in mobile financial services, mobile e-commerce and other areas of extensive cooperation, which covers mobile payment services, mobile fund transfer services, etc. other forms of mobile financial and future mobile e-commerce business. Draw on the one hand, this new layout of the successful operators of foreign experience, but also to better respond to the context of the whole triple play and business development of the internal needs of electronic channels. As electronic channels to operators to lower operating costs, improve customer's unique adhesion function and value, this model became the focus of attention. In this research, drawing a large number of domestic and foreign research and documentation on the basis of information from China Mobile, the reality of electronic channels, according to the service marketing customer loyalty and customer satisfaction point of view, on the development of China's mobile electronic channels to make some recommendations and advice to China Mobile in business innovation, business model exploration, should triple play strategy and the development and consolidation of customer resources and so provide some useful ideas, and then move in the same industry in China to maintain its leading position to contribute at the same time, also hopes to This article describes, the next step for telecom operators, electronic channels and services, development of marketing strategy for the direction and inspiration.
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