吉通公司定制手机窜货控制研究-工商管理专业论文.docxVIP

厂 厂 摘要随着3G发展的大幕拉开，运营商定制手机销售如火如茶。然而， 摘要 随着3G发展的大幕拉开，运营商定制手机销售如火如茶。然而， 如影随形的社会渠道“套机”行为，使运营商定制手机遭遇大规模窜 货，损失惨重。如何控制，已成为运营商亟待破解的难题。 论文从相关理论入手，介绍了窜货这一课题的国内外研究现状， 综述了窜货管理理论的演进和要点，阐述了窜货的类型、成因、控制 办法以及技术“防窜”的研究进展。在此基础上，分析了吉通公司前 期定制手机窜货控制方案及其不足，引出了该公司新的基于信息化技 术的窜货控制方案，详细介绍了方案主要包括的“机卡分离不赠费” 政策、渠道定制手机销量控制、定制手机转化率监督和通报等三大举 措，最后以“机卡一致率”作为衡量指标，对比了新旧两种窜货控制 方案的相关数据。研究结果表明，采用新的基于信息化技术的窜货控 制方案后，吉通公司定制手机的“机卡一致率”比前期方案提高了 22．8个百分点，客户投诉率也显著下降，效果明显。该研究对电信 运营商如何利用技术手段控制定制手机窜货现象，提高手机补贴资源 的利用效率，具有较强的指导意义。 关键词定制手机，窜货，控制，社会渠道，机卡分离 ABSTRACTAlong ABSTRACT Along with the development of the curtain went up on 3G，the customized mobile phone of telecom operator sales raging fire．However, the following‘‘over drawing mobile phone”behavior of social channels， results telecom operators in a large amount of customized phone selling beyond agreed area，and suffering a great loss．How to control，has become a crack urgent problem to telecom operators． Starting from the study of related theory，introducing the research about selling beyond agreed area in domestic and overseas，this paper expounds the evolution and points of selling beyond agreed area,the types and the causes，prevention and control measures of technology．On this basis，analyzes traditional scheme of preventing customized mobile phone from selling beyond agreed area and its shortcomings，which had been carried out by J telecom operator．Then the new based on information technology control scheme was introduced，mainly including three measures，respectively is the“phone and SIM card behag separated will has no fee”policy，channels customize phone sales amount controlling，customize mobile conversion supervision and bulletin，at last，on the“rate of phone and SIM card not being separated’ as a measure of examining，contrast related data of th．e two different 。control schemes．ResearCh reSult，舶∥矗afⅥ话m搞诗i based on information technology control scheme is better than the traditional，the latter increased rate of rate of“phone and SIM card not being separated’ 2