【作者】 李宏涛；

【导师】 谢雪梅；

【作者基本信息】 北京邮电大学 ， 管理科学与工程， 2008， 硕士

【摘要】 随着国内通信电子技术的发展,以及电信网、广电网和互联网的进一步融合,为用户提供电子化服务已成为不可逆转的潮流。在此基础上,电信业服务渠道的概念产生了更广泛的外延,这同时也引发了电信运营商渠道变革——电子渠道的兴起。如何充挥电子渠道的优势,为迎接3G时代的到来更好地展开服务营销工作,提高客户满意度和忠诚度,将成为电信运营商提升核心竞争力的重要战略之一。电子渠道(Electronic channels)是以互联网技术和通信技术为基础,将产品的销售与服务数字化。消费者借助终端设备,可自助定购产品、获取服务。电子渠道最大特点在于以消费者为主导,消费者将拥有比过去更大的选择自由,他们可根据自己的个性特点和需求选取产品和服务,并不受时间和地域的限制。电子渠道作为一种全新的服务理念和服务方式,已经对通信产业产生了重要影响,并正在进一步改变着通信行业的服务方式、管理模式和竞争格局,使传统的电信服务业发生革命性的巨大变革。由于我国运营商电子渠道起步相对较晚、技术相对落后、发展相对滞后,各种新问题层出不穷,因此需要本着求真务实的态度去解决。本文对论题的研究采用调查研究和资料分析的方法,以中国移动电子渠道为研究对象,主要做了以下几方面的工作:1、对电子渠道相关的服务营销、全面客户服务理论等学术界已形成的权威理论、文献资料进行综述。同时对电子渠道的体系结构、建设规划等理论进行学习和研究。2、建立电子渠道服务营销协同一体化模型,提出渠道协同一体化实施方案和步骤,并以实例进行实证研究。3、提出适合中国移动电子渠道发展策略及措施建议,以期对中国移动电子渠道未来的发展有所实际帮助。更多还原

【Abstract】 Along with the development of telecommunication & electronic techniques, and the further there-network mergence, that includes telecommunication network, TV network and internet network, it is a irreversible trend to supply electronic services to customers now. For this purpose, more and more new concepts are generated in conventional telecommunication industry channels, which extend the conventional channels concepts ,and in turn, trigger a reform on traditional channels-leading to arising of electronic channels. Accordingly, to telecommunication operators, how to subdivide the channels function clearly, how to better develop an electronic service platform , it is now one of their important strategic that can improve their core competitiveness.Electronic channels is based on the internet and communication technology, and which will digitalize the product sales and services. By use of the electronic equipment, customers can get service and order product by themselves. It’s the great feature of electronic channels, that it is a consumer-oriented platform and can give consumers greater freedom of choice now than in the past, they can select commodities according to their personal characteristics and needs, not need to subject to time and geographical constraints.As a new service concept and method, it has made a major impact on the telecommunications industry, foreword to change the landscape of telecommunication industry’s services, management and competitive, and push the traditional telecommunications industry into a great revolution. Now in our country, the electronic channels technology is started relatively later and behindhand, except that, there are more new problems need to solve.The paper is worked at following three aspects, by the way of investigation and data analysis method, and using china’s mobile electronic channels building as research object.1,Summarize and review the services marketing, channels outsiders theory, and other related authority theory and literatures. And by this method, further present the architecture and features of Electronic channels.2, Establishes a Service-marketing Cooperative-integration model for Electronic channels. Puts forward the cooperative-integration implementation steps. Finally, takes example of G Mobile to do the practical research.3 Further demonstrate the strategic development mode for China’s electronic channels, and put forward suitable development initiatives for China’s Mobile electronic channels business.更多还原