中国移动自有渠道精化管理提升分析.docx

At present, the County personnel totaled 93,000 people, is three times times of 2010. Review the work of the past five years, the County formed to encourage innovation, innovation, participation in innovative atmosphere, a large number of innovations emerging high-level personnel leading the increasingly strong role; innovative idea further innovations gradually expanded from economic to social governance, public safety, intelligence and other areas of urban construction, innovation and talent support becomes increasingly important. Of hard work, the county levels to cherish, continue to consolidate, improve and, for the future development, to remain sober-minded, scientific foresight, courage to play. Under the influence of complicated international and domestic situation, the domestic economic situation, and General Secretary of stability, but downward pressure on large trend of differentiation and deepening of structural adjustment sums up the current situation. From Dongping actual see, Thirteen-Five during, County faced stable economic growth, and deepening structure adjustment of double task, both faced with economic total small, and per capita level low, and industry structure not reasonable, and economic development way extensive, basic situation, more has industry cluster early now prototype, and Park hosted capacity constantly enhanced, and resources traffic location advantage increasingly appeared, and cadres masses innovation venture passion 何彬 中研博峰高级咨询顾问 回顾中国移动渠道的发展之路，可以将其归纳为三个比较明显的阶段：一，高速发展阶段；二，整合转型阶段；三，精细化管理阶段，如图1。其中，自营厅在这三个阶段中分别扮演着不同的角色。在第一阶段，自营厅的主要功能定位于实现市场覆盖，抢夺客户资源，是圈地的角色。那时自营厅主要承载的是服务功能，并且服务的水平也参差不齐，也没有一套统一的服务标准和要求，相当于管理学上的保健因素，即不使客户产生抱怨即可。第二阶段，中国移动对自营厅进行大规模的整合和规范，统一VI，进行品牌管理，建立服务标准和考核体系。标准化的管理和统一的服务使自营厅成为移动公司扮演市场领先者的重要加分项，这也是目前中国移动大多数自营厅所处的阶段。但这种“大一统”的程式化的管理也有很大的弊端——成本高，没有针对性。比如像功能分区、硬件配备、考核激励等方面，就需要因地制宜，不能搞一刀切。如何对自营厅进行精细化、差异化管理是目前中国移动面临的重要课题，也是如何从第二阶段向第三阶段过渡的问题。 一阶段：高速发展阶段二阶段：整合转型阶段三阶段：精细管理阶段中国移动的 企业竞争力特征政企合一阶段具有特定的企业品牌优势及客户依赖； 大规模网络建设形成的