【作者】 谢宇；

【导师】 蒋侃；

【作者基本信息】 广西大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 本文以电信运营商某省分公司T公司为研究对象,对其线下渠道的管理优化策略展开了深入研究。在互联网转型背景下,T公司线下渠道如何从新增、运营、退出三个维度出发,更好地利用大数据进行渠道管理,发展新用户,维系老用户,提升用户体验,从而为公司经营提质增收,成为管理中值得研究的课题。中外学者对渠道冲突和协同、渠道效能评价和渠道选址的研究,为本文研究提供的理论基础。本文在其他学者研究的基础上,运用了机器学习的方法和数据中台的技术,充分发挥T公司大数据方面的优势,进行了线下渠道管理方面的创新。通过对T公司的现状分析,阐明T公司线下渠道正在收缩,线上渠道活跃用户不断攀升,在T公司将渠道管理组织架构进行调整后,全渠道协同运营是其必然的发展方向。PEST分析和SWOT分析则从T公司所处的政策、经济、社会技术环境,以及T公司的优劣势、机遇及挑战两个层面,对T公司的整体情况展开论述。然后着重分析了T公司渠道不协同、部分渠道效能低下和渠道选址不科学的问题。随后本文给出了优化目标和原则,在此基础上提出了协同策略、精简策略和增强策略。协同策略是基于数据中台的全方位信息共享策略,该策略使得线上线下渠道能够得到有机结合,使得全渠道具备为用户提供无缝衔接的服务的能力,提升了用户体验和渠道效能。协同策略中还考虑的用户的职住地这个关键因素,但由于线上渠道不受时间及空间的限制,线下渠道必须考虑地理位置的限制。针对这一问题,本文运用层次分析法,建立起渠道效能评价体系,并将T公司多源数据库中的数据代入,对所有自营线下渠道进行评分,将评分结果用于渠道精简。还对精简渠道的方法和预期效果进行了说明。然后进一步利用电信运营商的海量数据包含大量地理信息及时间的特性,创新性将机器学习中的分类回归树运用到线下渠道选址当中。算法同时考虑了用户的线上办理业务、展示、引流等属性和线下到店体验、提货的需求,优化了线下渠道布局,达到了提升总体效能的目的。更多还原

【Abstract】 This paper takes T company of a provincial branch of a telecom operator as the research object,and conducts an in-depth study on the management optimization strategy of its offline channels.In the context of Internet transformation,how does T company’s offline channels from the three dimensions of addition,operation,and exit,better use big data for channel management,getting new users,maintain old users,and improve user experience,thereby providing better management for the company? Increasing income by quality has become a topic worthy of study in management.Chinese and foreign scholars’ research on channel conflict and synergy,channel effectiveness evaluation and channel site selection provides the theoretical basis for this article.Through the analysis of the status quo of T company,it shows that T company’s offline channels are shrinking,and the number of active users of online channels continues to rise.Channel synergy operation is an inevitable development trend.PEST analysis and SWOT analysis discuss the overall situation of T company from the politics,economy,society and technology environment of T company,as well as T company’s strengths,weaknesses,opportunities and threats.Then it focuses on the analysis of the problems of T company short of channel synergy,low efficiency of some channels and unscientific channel site selection.And then this paper gives the optimization goals and principles,and on this basis,proposes a synergy strategy,a streamlining strategy and an enhancement strategy.Synergy strategy is an all-round information sharing strategy based on the data middle office.This strategy enables online and offline channels to be organically combined,so that all channels have the ability to provide users with seamless services.In the synergy strategy,online channels have no time and space constraints,and can directly coordinate with offline channels,but offline channels must consider geographic restrictions.In response to this problem,this paper uses the AHP to establish a channel’s performance evaluation system,and uses the evaluation results to streamline channels.Then it further utilizes the characteristics of operator big data that contains a large amount of geographic information,and innovatively applies the classification regression tree in machine learning to offline channel site selection.The algorithm also takes into account the user’s attributes such as online business handling,display,and traffic drainage,as well as the offline store experience and delivery requirements,optimizes the offline channel layout,and achieves the goal of improving overall efficiency.更多还原