联系我们

论文查询结果	返回搜索

论文编号：	9725
作者编号：	2120152860
上传时间：	2017/12/9 13:41:36
中文题目：	天津移动手机营业厅运营策略研究
英文题目：	Research on the Operation Strategy of China Mobile Tianjin Branch for Mobile Business Hall
指导老师：	石鉴
中文关键字：	电信运营商；电子渠道；手机营业厅；运营策略
英文关键字：	Telecom operator；Electronic channels；Mobile business hall；Operation Strategy
中文摘要：	随着网络信息技术的快速发展，特别是移动端软硬件、无线网络连接质量及网民数量的迅猛发展，智能手机终端及其中发挥重要作用的APP软件已经日益成为人们生活中不可或缺的一部分。为了迎合这种趋势，无论是互联网企业还是传统企业均大力提升自己在移动端的服务能力，通过对移动端APP等产品的多样化运营，不断提升自己的品牌形象。中国移动通信集团有限公司作为国内移动通信领域的领先运营商，自成立以来始终坚持以用户为核心，不断提升自身的服务能力。电子渠道作为公司重要的战略布局之一，承载着公司重要的降本增效的使命，是未来保持竞争优势的重要举措。 本文首先对研究的背景意义和研究方法进行简述，通过对移动互联网相关理论、服务蓝图和客户生命周期理论等分析方法进行综述，同时介绍了国内外学者和运营商的探索成果，为本文的论述提供理论依据。然后，文章介绍了当前天津移动手机营业厅的运营现状，对运营管理中存在的问题进行深入分析。最后，文章从一般化运营策略、周期化运营策略及常态化运营策略三个角度，深入探讨目前适合天津移动手机营业厅的运营策略，并介绍了运营策略实施保障与措施。 论文在对已有理论和文献进行综述的基础上，结合市场上先进互联网产品的运营经验及运营商的自身特性，通过构建适合天津移动手机营业厅的运营方法和运营策略，不断对产品进行完善，最终使产品取得较好的运营效果。本文所给出的运营策略在当前手机营业厅的运营中有着诸多的创新点，为后期公司的渠道转型和其他电子渠道的发展提供可借鉴的经验和依据，推动公司可持续性发展。
英文摘要：	With the rapid development of network information technology, especially in the software and hardware for mobile terminals, the quality of wireless network connection and the rapidly increasing of Internet users, the intelligent mobiles play an important role in the device. The apps have increasingly become an indispensable part of people's life. To cater to this trend, both Internet companies and the traditional enterprises have improved their service capability on the mobiles, through the mobile APP products such as the diversification of operations, constantly improve their brand image. China Mobile Communications Corporation, a leading operator in domestic telecom industry, has always been adhering to the users and continuously improving its service level. As one of the important strategic layout of the company, the electronic channel carries an important mission of reducing the cost and improving efficiency for the company. It is an important measure to maintain the competitive advantage in the future. First, this thesis sketch the background and significance together with the research methods through the mobile Internet related theory, the service blueprint, the customer life cycle theory and other analysis methods. At the same time, this thesis introduces the domestic and foreign scholars and operators’ exploration results, which provide the theoretical basis of this thesis discusses. Then, this thesis introduces the current operation status of Tianjin Mobile Business Hall, and analyzes the existing problems in operation. Finally, the thesis deeply discusses the operating strategies for Tianjin Mobile Business Hall from general operation strategy, periodization operation strategy and daily operation strategy, and introduces the operating strategy for protection and measures. On the basis of existed theories and literature, combining with the advanced operating experience of Apps in the market and operator's own characteristics, the thesis builds a suitable operation method and operation strategy for Tianjin Mobile Business Hall in order to optimize the product constantly. The thesis finally makes the product achieve better operation results. The operation strategies in this thesis which operated in the current mobile business hall has many innovations. The innovations provide referential experience and foundations for the company’s transformation and development of other electronic channels to promote sustainable development of the company in the future.
查看全文：	预览  下载(下载需要进行登录)