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论文编号：	8944
作者编号：	2120142643
上传时间：	2016/12/12 9:55:04
中文题目：	天津广电网络客户价值管理研究
英文题目：	Research on the Management of the Customer
指导老师：	刘志远
中文关键字：	广电网络；客户资源；客户价值；价值管理
英文关键字：	broadcast and TV network company; customer resource; customer value;
中文摘要：	第三次工业革命将人们带入了互联网时代，“轻资产”、“互联网+”等新兴互联网经营理念正在迅速改变着人们的生活方式，改变着企业的经营方式。在“互联网+”时代背景下，客户资源将成为企业的兵家必争之地，客户价值管理也成为企业中最受重视的领域。目前看电视仍然是中国老百姓获得信息的主要渠道。天津广播电视网络有限公司（以下简称“天津广电网络”或“天津广电网络公司”）作为天津地区有线电视网络唯一运营企业，拥有数量庞大的用户资源，此外，相比于新兴的互联网公司，其客户资源的获得成本几乎为零，然而，由于天津广电网络公司脱胎于事业单位，对客户资源价值管理的认知水平相对不高，加之在国家“三网融合”政策背景下，来自电信运营商以及互联网电视的竞争越发激烈，人们获得信息的渠道也日益多元化，都导致其市场份额不断被竞争对手蚕食。天津广电网络拥有的巨大客户资源，但是其价值未得到充分开发与利用，最终导致在市场竞争中处于了“下风”。本文以天津广电网络公司为案例，借助ARPU值指标来分析天津广电网络客户资源的价值，并将其与上市广电网络公司进行比较分析，明确天津广电网络公司客户价值与同业上市公司的差距，然后，通过分析天津广电网络公司客户价值管理的现状以及影响客户价值的因素，有针对性地提出提升天津广电网络公司客户价值的举措，实现天津广电网络客户资源的充分利用，实现客户价值的最大化，最终实现企业价值的提升。
英文摘要：	The Internet Age has come to the people due to the Third Industrial Revolution, the business philosophy of "asset-lite strategy" and "internet plus" has not only changed our way of life but also the ways of doing business. In the context of internet plus era, people consider the customer resource as a strategic position; as a result, the management of the customer value has become the most important for the business. TV has been being the most popular way for Chinese people to get information. Tianjin broadcast and TV network Company Limited, as the only one company that is in charge of the transmission of CATV in the area of Tianjin, has the database of the large amount of the customer information, which is almost free for the company to get. However, born from public institutions, the company is not good at making use of customer resource reasonably, and what's more, with the development of Tri-networks Integration, people have much more ways to watch TV or get information. Other telecom carriers have bereaved the market share of company. The value of customers of the company has not developed, which makes the company at an unfavorable position in the competitions. On the base of the analysis of the Tianjin broadcast and TV network Company Limited, this article focuses on the value of the customer resource through the index of ARPU, which is compared with that of listed companies whose core business are CATV, to reveal the gap between the company of Tianjin and listed companies. Then, it indicates the factors that can affect the value of customer resource and the present status of the management of the customer value of Tianjin Company. Finally, we offer proposals to improve the value of customer resource according to the key elements that can affect the value extremely.
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