【作者】 陈佳；

【导师】 吕廷杰；

【作者基本信息】 北京邮电大学 ， 项目管理， 2009， 硕士

【摘要】 全业务市场营销项目中的质量管理是3G时代电信运营商正在努力研究的重点。3G时代,网络的差异已经逐渐弱化,拥有全业务的运营商提供的是差异化的产品,采取的是目标化的营销。如果哪一个运营商的组织架构和营销手段率先适应了这种思路上的变化,他就能在未来占得先机。本研究旨在通过以重庆电信全业务运营下的校园营销项目为案例,通过分析该项目中质量管理的相关问题,对该项目中的质量管理应用进行分析。本研究以全业务运营、市场营销、项目管理及质量管理的相关理论为基础,为电信全业务营销质量管理应用奠定研究基础；以中国电信全业务校园营销为具体研究对象,从行业发展现状、行业政策、竞争现状、消费需求等方面对其营销环境进行分析；从维系挽留产品、价格、服务、渠道及促销方面等分析该公司在校园市场的工作策略,并从确定营销目标,制定组织架构,拟定营销方案,选择合理定价策略、制定营销时间进度安排等方面进行了项目方案的介绍。在该项目的实施过程中,以项目闭环管理流程中各质量管理为研究对象,将质量管理的质量计划、质量保证、质量控制等方法和手段进行了应用。最后通过对项目实施的总结,从转变营销观念、科学利用信息系统、建立完善的业务流程、重视人才建设等方面提出对项目改进的具体建议,从而对今后重庆电信乃至电信企业在全业务运营下的其他市场营销项目积累了宝贵的项目质量管理经验。本研究在大量调研工作的基础上,采用理论与实践相结合、定性与定量相结合的方法,运用现代市场营销及项目质量管理理论以支撑论文的相关论点。通过对重庆电信全业务校园营销项目中实际资料的搜集、整理、归纳、分析、提炼,从事实与数据中梳理出该项目的质量管理应用经验。本文的研究结果对重庆电信的全业务市场营销项目的质量管理具有一定指导意义,对于国内电信业也有借鉴价值。更多还原

【Abstract】 The business focus of a true 3G service provider lies in the quality control of the marketing of full service.Under the current 3G trend, the differences among traditional networks have diminished. A full service network provider now provides discretionary products, and thus should use a target oriented marketing strategy. If a network provider can truly implement this stratege and organizational structure, it will certainly get a head start in the business.This project studied the Campus Program launched by Chong Qing Telecom under its full service strategy. The research is aimed at analyzing the quality management of the Campus Program. The study is based on several theories such as Full Service Marketing Strategy, Principles of Sale and Marketing, Project Management, and Quality Management,thus defining the background theories for the research topic regarding telecom full service marketing.The study specifically chose the Campus Program from China Telecom as the research subject.It reviewed the current status,policies, competitions,and consumer demand of the program; It also analyzed the different work strategies such as old product retention, pricing, service, supply chain, and promotion for this Campus Program. It then scrutinized in detail the action plans of the program with respect to defining sales target, creating organizational chart, designing sales strategies, selecting reasonable pricing, and creating schedules.Finally, during the actual execution of the program, we studied and applied various aspects of quality management in a close-loop management flow, such as quality planning, quality assurance, and quality control.After the program, we concluded the study and made recommendations on how to improve the program including switching sales concept, utilizing information systems, establishing comprehensive service flowchart, and talent development. The entire study has its positive impact on the future of Chong Qing Telecom’s full service network management as well as the entire telecommunication industry.This research study utilized many different tools to support its main thesis such as intensive market research, combination of theories and practice, qualitative and quantitative analyses.It also combined important theories such as Contemporary Sales and Marketing and Quality Management to support the thesis.The research results encompassing the practical management experience were strictly defined, collected,and analyzed from the actual implementation of the Campus Program of Chong Qing Telecom’s full service marketing. The study has its important role in guiding the quality management of Full Service Marketing of Chong Qing Telecom as well as the entire domestic telecommunication market.更多还原