【作者】 孙磊；

【导师】 卢小丽；

【作者基本信息】 大连理工大学 ， 工商管理硕士（专业学位）， 2017， 硕士

【摘要】 21世纪以来,全球信息化高速发展,人们从互联网时代全面跨入了移动互联时代。作为移动互联时代的产物——APP,已经充实在人们生活中的每一个方面。人们的生活习惯已经彻底被它改变,形成了一个全新的商业格局与商业模式。各个企业为了适应时代的发展,也纷纷推出了自己的APP应用。然而传统的管理和销售模式已经不能完全适应APP应用普及所带来的格局变迁,为此变革以往的管理模式势在必行。对大型企业来说,因为团队的规模庞大、层级复杂等原因,不可避免地出现了管理沟通方面的障碍,进而导致APP产品的推动缓慢。如何打通管理沟通方面的障碍,有效提升APP的推广进度,是各大企业普遍所面临的难题。本文以管理沟通的影响因素为研究主体,针对APP在市场推动中所面临的管理沟通问题,以PA人寿保险大连分公司区拓部为例,分别从收展员、外勤主管、职场职能室员工、部门内外部员工四个方面,阐述了在PA人寿保险公司APP——金管家的市场推动中出现的管理沟通问题,并提出了对应的解决方案,以期能为其他保险类公司在APP推动中提供参考价值。本文采用个案研究法和文献研究法,通过对四个在金管家推动过程中出现的典型案例描述,运用管理沟通定义、管理沟通的影响因素等相关理论为依据,分析PA人寿保险大连分公司区拓部管理沟通障碍的形成原因,并从外勤成员的沟通平台、外勤主管的沟通平台、部门内外部的沟通平台四个方面,提出关于PA人寿保险大连分公司区拓部在金管家推动中形成的管理沟通障碍的解决方案,使PA人寿保险大连分公司区拓部在金管家推动中进程缓慢等问题得到有效的改善,提升了金管家在大连市场的占有率,确保了公司的发展战略能有效运行。更多还原

【Abstract】 Since the 21 st century,the global informatization has developed rapidly,and people have entered the era of mobile Internet from the Internet era.The product of the mobile Internet era--APP,enriches every aspect of people’s life.People’s living habits have been completely changed.A new business pattern and business model has been created.Companies have also launched their own APP in order to adapt to the development of the times,but the traditional management and marketing model can’t fully adapt to the pattern of changing brought by the APP popularization application.So the revolution must be done.Changing the former management and sales model can’t avoid the obstacle of management and communication for the large-sized enterprises because of the large team scale and complex level reasons,leading to the slowness of APP promoting.All the enterprises are facing the same problem of overcoming the management communication obstacle and promoting their own APP effectively.The research subject of this paper is the influencing factors of management communication.The paper is aimed at the problem of APP promoting in management communication.It takes Ping An Life Insurance Company Dalian branch office management department for example(called department for short).The paper expounds management of communication problems in the market promoting of APP in below four dimensions: sales employee,sales manager,full-time employee,management department staff and other department staff.The paper also puts forward the corresponding solutions,in order to providing other insurance companies with valuable reference.This paper adopts case study method and literature research,through the description of the typical case in the process of APP promoting by the four dimensions,using the definition of management communication,the theory of influencing factor in management communication as basis,the paper analysis the reasons of management communication obstacle in the department.The paper also provide the settlement in the process of promoting APP by the department from sales employee communication platform,sales manager platform,department internal communication feedback and creating cross department communication platform four dimensions.The settlement improves the speed of promoting APP and market share of the department.It ensures the company development strategy can be operated effectively.更多还原