【作者】 赵静晖；

【导师】 李相银；

【作者基本信息】 暨南大学 ， 企业管理， 2002， 硕士

【摘要】 广州电信是中国电信的龙头企业，它的一举一动都对整个中国电信有着不可估量的影响。目前，中国电信业正面临着一场规模浩大的改革，不论是企业外部环境还是内部环境都在发生着剧烈的变化，广州电信也到了发展的关键时期，急需寻找一种切实可行的理论来指导目前的改革。经过反复的研究、对比，并参考了世界上许多成功企业的案例，我们认为，用顾客满意理论(CS理论)来指导广州电信外部营销和内部管理的改革具有很强的实用性，不仅能解决广州电信目前的问题，而且对未来的发展也将产生积极的影响。 本文首先在认真研究了广州电信目前的发展形势后，分析了广州电信导入CS理论的意义和必要性；其次，对广州电信的顾客群进行了分析，并制定了针对外部顾客和内部顾客的顾客满意指标、顾客满意级度和顾客满意测评方法；最后，以CS理论三个组成部分—理念满意、行为满意和视觉满意为基础，研究了一整套适合广州电信改革和发展策略和具体实施方法。 本文力求从广州电信的实际出发，结合目前世界上先进的理论基础，对各项改革措施和建议都有详细的分析和说明，具有很强的实操性和指导性，可以迅速在广州电信内部甚至是中国电信中予以推广，这对提高广州电信的经济效益和社会效益。改善企业服务形象、为中国电信的改革提供依据等都有着重要的意义。更多还原

【Abstract】 Guangzhou Telecom is perhaps the most influential one among the regional companies of China Telecom. Its moves can significantly impact the entire China Telecom. Currently, the telecommunications industry in China is facing a major restructuring. Both the external and internal environments are drastically changing. Guangzhou Telecom has also entered a critical stage, and needs to find a feasible and practical theory to guide its upcoming reform. Through the case studies of many successful enterprises in the world and our own research, we come to the conclusion that it is very feasible to use the theory of customer satisfaction to direct the reorganization of sales and management in Guangzhou Telecom. It will not only solve the current problems in Guangzhou Telecom, but also play a proactive role in its future development.This article first studies the current outlook of Guangzhou Telecom and proves the usefulness and essentialness of customer satisfaction theory. Secondly, it analyzes the customer base of Guangzhou Telecom and introduces the index, degree, and test of customer satisfaction for external and internal customers. Finally, based on the three components of customer satisfaction theory, mind satisfaction, behavior satisfaction, and visual satisfaction, it discusses a complete solution on how to implement restructuring and development strategies in Guangzhou Telecom. The article uses many real case studies in Guangzhou Telecom, and contains detailed instructions on the proposed reform actions. The suggestions can be quickly implemented in Guangzhou Telecom, or even the entire China Telecom. It is very beneficial to the company’s profits and image. It also provides theoretical basis to the restructuring of China Telecom.更多还原