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论文编号：	313
作者编号：	2120062286
上传时间：	2008/12/14 23:39:16
中文题目：	中国移动个人客户渠道体系管理研
英文题目：	Reserch of Personal Customer C
指导老师：	刘建华
中文关键字：	中国移动;个人客户;渠道体系;渠<
英文关键字：	China Mobile;Personal Customer
中文摘要：	本文主要对中国移动个人客户渠道体系进行研究。个人客户渠道体系包括自营渠道、社会渠道和电子渠道。本文在营销渠道相关理论的指导下，分三部分对中国移动个人客户渠道体系的管理进行研究。 首先，基于目前中国移动个人客户渠道体系的管理现状，分析了其管理中存在的问题。目前中国移动在自营渠道管理中存在规划及建设方面、业务运营方面、战略价值管理方面的问题；在社会渠道管理上存在着结构方面管理方面、以及其他方面的问题；在电子渠道管理上存在电子渠道的分散性导致客户无所适从、电子渠道的混乱性和割裂性导致资源的严重浪费、电子渠道的不完整性导致对客户的掌控力降低等方面问题。 其次，探讨了中国移动个人客户渠道体系构建。目前中国移动在自营渠道需实施前台服务标准化管理、自有营业厅分级管理、农村市场区域化管理、城区市场网络化管理等；在社会渠道的管理上需采取规范专营合作协议、创立业务发展基金、开展渠道包销竞赛、构建渠道服务平台、开发渠道预警系统 、建立年度表彰制度、构建渠道满意体系、夯实渠道基础管理等方式；在电子渠道方面的管理需落实量质并重，做大做强电子渠道，发展短信、网上、WAP电子渠道，加强电子渠道的推广营销等举措。 最后，在中国移动个人客户渠道体系构建的基础上，提出一些提升策略。在自营渠道管理方面提出以对自营厅的科学分级为基础，将考核、激励、培训作为关键因素，将内部定期交流作为保障的提升策略；在社会渠道管理方面提出进行社会渠道重新定位与规划、分层分级管理、完善酬金体系、加强社会渠道维系、社会渠道统一服务窗口、渠道经理队伍建设、加快渠道运营监控系统建设等提升策略，在电子渠道方面提出全面开展电子渠道宣传推广和引导，　提升两项客户体验——全业务办理、界面流程客户化，增强三项能力—运营管理能力、系统支撑能力、创新能力等提升策略。
英文摘要：	In this paper, the main purpose is to make some study of personal customer channel system of China Mobile. Personal customer channel system contains self-channels, social cooperating channels and electronic channels. This article is going to make some research of the management of the the three parts of China Mobile Personal customer channel under the guidance maketing channel theoris. First of all, summed up the status quo of China Mobile personal customer channel management system. At present, China Mobile's self-channel management in front of the implementation of standardized service management, the Office of its own business management at different levels, regional rural markets, urban markets such as network management; community channels in the management of norms adopted a franchise agreement, the creation of business development fund to carry out channel underwriting race, building a service platform channels, channels for the development of early warning systems, the establishment of the system in recognition of the year, building a channel satisfied with the system, lay a solid foundation for channel management, etc.; in the management of electronic channels reflect its new business for consumer Feature to enhance the customer experience effectively, improve customer satisfaction and loyalty, and other characteristics. Secondly, based on the status quo of China Mobile Personal customer channel management system, make an analysis of its management problems. At present, China Mobile in the management of its own channels that exist in the planning and construction, business operations, strategic value management issues; community channels in the management structure of the existence of management, as well as other issues; in the management of the existence of e-channels E-channels led to the dispersion of the customers at a loss, electronic channels of chaos and led to the split of the serious waste of resources, e-channels do not lead to the integrity of the client's control, and other aspects of the lower edge. Finally, explore a number of strategies to upgrade China Mobile’s Personal Customer Channel. In the management of its own channels: to put on the self-Office of the Science-based classification, evaluation, incentives, training as a key element of internal communication on a regular basis as a strategy to enhance security; channels in the social aspects of the management of social re-channels And planning, hierarchical management at different levels and improve the payment system and maintaining social channels, social service window channels, channel manager of the building to speed up the channel operation monitoring system to enhance building strategy in electronic channels to carry out a comprehensive publicity to promote e-channels And guide, both to enhance the customer experience - for the entire business, customer interface processes, and enhance the capacity of the three - operations management, systems support, innovation, such as upgrading strategy.
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