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论文编号：	6739
作者编号：	2120122688
上传时间：	2014/12/5 15:43:29
中文题目：	中国移动天津公司自营厅运营管理模式研究
英文题目：	China Mobile self office operation management mode optimization research
指导老师：	韩德昌
中文关键字：	中国移动 自营厅运营 渠道运营管理模式
英文关键字：	China Mobile Self office operation; Channel operation and management mode
中文摘要：	通信质量，超过3G时代网络传输速度近20倍的传输速度实现了移动通信服务的划时代转变。在4G网络基础上，客户手中的4G终端不单单是人与人语音通信的接入点而是成为个人用户与整个移动互联网的接入媒介，利用高速网络配合个性化APP服务软件，客户可实现生活便捷性的极大改善，真正实现“移动改变生活”。随着4G网络的到来，国内三大基础移动通信运营商市场竞争日趋激烈，客户的日趋饱和、网络质量的近无差异化、服务成本的显著提升、终端厂家的供货能力、自主研发应用软件的相对滞后性等问题。再加上国家积极引进民营资本进入原本寡头垄断的通信行业，近20家虚拟运营商的进入，使得三大运营商逐渐认识到单纯的资源投入性竞争已不能满足现有市场格局的需要。中国移动天津公司作为省级公司其在中国移动通信集团31个省公司中具有举足轻重的战略地位，天津移动的业务发展对全集团整体的业务发展起着重要的贡献作用。随着4G时代的到来，天津移动通信市场的竞争日趋激烈，天津移动的市场占有率由2007年的70%下滑到2004年的55%，究其原因是多方面的，既有国家宏观政策调控的影响，2009年运营商竞争格局调整，运营商拆分合并，将铁通公司合并入移动公司成为全资子公司，铁通公司前期运营的相关债务由移动公司进行后续处理，又有3G网络肩负国家自主研发的战略使命，TD-SCDMA技术较之竞争对手的3G网络技术明显存在竞争劣势，再加上终端选型等政策性导向因素的制约，造成天津移动公司近几年发展的严重阻力。现如今4G网络时代，移动公司在技术、主营产品等方面又重拾竞争优势，在这大好局面下，作为4P营销理论中重要地位的渠道管理是天津移动公司各项业务发展的最为基础也是相当重要的管理环节。在天津移动整体渠道体系中，自营厅又是整个渠道体系中的重中之重，自营厅肩负着移动公司新品发布、全业务销售及体验、企业形象宣传、业务全面拓展、校园市场营销阵地、最优质服务窗口、客户消费习惯战略性培养等重要任务和使命。因长期以来天津移动将营业厅以服务覆盖和卡号销售为导向布局，现已无法较好地支撑终端销售的公司战略需要。自营厅建设类型与公司战略和未来业务发展方向不匹配。未实现建设类型的优化提升，天津公司尚不具备大型自有手机销售卖场及“4G生活馆”等符合现有4G时代市场竞争需要的自营厅建设类型。核心商圈及重点区域自营厅存在覆盖盲区。自营厅规模上已落后于竞争对手，失去竞争优势。自营厅运营管理存在多头管理、管理模式混乱、没有有效的业务支撑系统、运营评估管理体系不健全的问题。作为运营商与最终客户接触的最核心销售渠道，已不能适应新网络、新产品、新销售模式下的客户需求，自营厅销售能力低下，特别是终端销售能力低下已经成为制约通信运营商业务发展的关键问题之一。必须通过苦练内功，通过管理模式的优化、从管理上要效益，才能实现营销能力的提升。本文按照专题式论文的写作要求，分析天津移动自营厅目前所面临的市场环境，针对自营厅日常经营情况和出现的问题，结合行业的变化特点，对该类渠道进行精准定位，首先对中国移动所处的国际环境、国内现状进行宏观的背景阐述，对本文所涉及的相关理论进行总结，并在此基础上提出本文所要研究的问题，也即天津移动自营厅在4G时代下运营模式应如何调整以应对新的市场竞争的需要，求得进一步发展。其后从天津公司自营厅布局管理、运营管理现状等方面对天津公司自营厅管理存在的问题进行分析并结合先进连锁行业运营管理经验，得出天津移动自营厅管理需采取的先进模式；然后从营业厅选址、组织机构设置、工作模式、协调机制等角度提出天津移动自营厅运营管理模式；再有通过对天津公司自营厅运营管理模式进行总结，从店面管理、运营、后台支撑等方面提出一整套营业厅运营管理可执行可落地的体系。最后整体介绍自营厅运营管理相关后台支撑系统及评估指标体系。设计和完善了天津移动自营厅的运营模式。天津移动公司要想在新的市场竞争中取得先发制人的竞争优势，必须在自营厅管理上采用集中化的管理模式，通过在公司内部组建专业化的自营厅管理部门，将自营厅全部的管理工作归口于这个专业部门，全部区县分公司不再对属地内自营厅进行相关管理工作，使分公司职能能够全力聚焦于家庭产品、集团产品。由专业部门对全市160余个自营厅进行全面集中化管理，根据科学的指标分配方式进行集中化的指标分解，并建立相关监控评估考核机制，对自营厅日常运营进行全市统一考核，确实实现全市自营厅的全面业务提升。建立、健全科学化的后台支撑系统，将以往很多由人工进行完成的业务稽核、广告宣传、物流管理、投诉处理等全部实现后台电子化、自动化、流程化管理，大大提升运营管理效率。将自营厅日常运营成本进行集中化管理，合理利用资源，从管理上要效益，实现运营成本降低，营销水平提升的良好管理效果。集中化管理是天津移动公司自营厅应对市场新局面所必须选择的科学的、先进的、有效的管理模式，相信通过这一模式的实际应用势必将天津移动的各项业务发展引入一个新的高峰。
英文摘要：	e 4G era, 4G network voice communication quality stable, the transmission speed of more than 3G times the network transmission speed of nearly 20 times has realized transformation of mobile communication service epoch. Based on 4G network, 4G terminal customers is not only the access point voice communication with people but become access media individual users and the mobile Internet, using high-speed network with personalized APP services software, customers can achieve greatly improved life convenient, truly realize the "mobile changes life". With the arrival of 4G network, the competition of domestic three basic mobile communication operators market is becoming increasingly fierce, customers increasingly saturated, the network quality almost no difference, service costs significantly improve, terminal manufacturers supply capacity, independent research and development of the application software of the relative lag and other issues. The communications industry plus countries actively introducing private capital into the original oligopoly, into nearly 20 virtual operators, making three big carriers gradually realized the pure resources into competitive cannot meet the needs of the existing market structure. China Mobile Tianjin Corporation as a provincial company has strategic position play a decisive role in China Mobile communication group company in 31 provinces, Tianjin mobile business development for the whole group's overall business development plays an important role. With the coming of 4G era, Tianjin mobile communication market is becoming more competitive, Tianjin mobile market share by 2007 70% glide to 55% in 2004, its reason is in many aspects, both the influence of national macro policy adjustment, the 2009 competition pattern operators, operators will be split and merge, TieTong company merger in the Mobile Corporation became a wholly owned subsidiary, debt related pre operational TieTong company for subsequent processing by the Mobile Corporation, and the 3G network to shoulder the strategic mission of the country's independent research and development of TD-SCDMA technology, 3G network technology than rivals obvious competitive disadvantages, control plus terminal selection policy oriented factors, resulting in serious resistance in recent years the development of Tianjin Mobile Corporation. Now the era of 4G network, the Mobile Corporation in technology, main products have regained their competitive advantage, in this auspicious situation, as the important position of 4P marketing channel management theory is Tianjin Mobile Corporation each business development the most basic and important festival management. In Tianjin mobile whole channel system, self office is the priority among priorities of the whole channel system, self office undertakes the Mobile Corporation of new product releases, all business sales and experience, corporate image promotion, business comprehensive development, campus marketing position, the best quality service window, customer consumption habits of strategic culture and other important tasks and mission. Because of long time Tianjin mobile business hall to service coverage and number of sales oriented layout, is now unable to better support the needs of terminal sales of the company strategy. Self office building and corporate strategy and future business direction does not match. Did not achieve the optimization of the construction type of ascension, Tianjin Corporation still does not have its own mobile phone sales of large stores and "4G life Museum" conformity type self office construction of existing need 4G era of competition in the market. The core values and key regional self office exists blind area. Self office scale has lagged behind rivals, loss of competitive advantage. Operation and management of self office existence bull management, management mode, operation chaos, no systematic assessment management system is not perfect problem of effective business support. As operators and end customers contact the core sales channels, has not been able to adapt the new sales of the new network, new products, under the mode of customer demand, low self office sales ability, especially the low terminal sales capacity has become one of the key problems restricting the communication operator business development. Must through the hard skills, through the optimization of management mode, from the management to be effective, which can realize the marketing ability promotion. In this paper, according to the special type of thesis writing requirements, analysis of the Tianjin mobile self office facing market environment for self office daily business situation and problems, combined with the change characteristics of the industry, accurate positioning of the channel, the international environment, the domestic situation of the first China Mobile macro background elaboration, correlation the related theories of this thesis, and based on this proposed in this paper to study the problem, namely the Tianjin mobile self office should be how to adjust to the need to respond to new market competition in the operation mode of 4G times, and obtains further development. Analysis from Tianjin Corporation subsequently self office layout management, operation management etc. the Tianjin Corporation proprietary department management problems and combining with the advanced industry chain operation management experience, draw the advanced model must take Tianjin mobile self office management; put forward Tianjin mobile self office operation management mode and location, from the business office organization set, work mode and coordination mechanism angle; again through the operation and management mode of the Tianjin Corporation were summarized from the aspects of self office, store management, operation, backstage support proposed management and operation of business hall of a set of executable landing system. Finally, the overall introduction of operations management self office related backstage support system and evaluation index system. Design and improvement of the Tianjin mobile self office operation mode. Tianjin Mobile Corporation to obtain pre emptive competition advantage in the new market competition, must adopt the centralized management mode in self office management, through the establishment of professional self office management departments within the company, will self office all centralized management work.
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