兰州移动增值业务营销能力提升研究-工商管理专业论文.docxVIP

MBA学位论文作者：张斌 MBA学位论文作者：张斌 兰州移动增值业务营销能力提丁I．研究 中文摘要 由于通讯技术发展，运营商竞争加剧，引发客户通讯成本不断下降，运营 商通过引导客户使用通话业务外的增值业务，在满足客户需求的情况下，有效减 缓了ARPU值下降速度，增强了客户在网黏性，提升了企业利润率，增值业务己 成为运营商重要的利润增长点。本文试图从员工激励管理角度分析，研究如何提 升通信企业营销人员的增值业务营销能力。 本论文主要做了以下4方面的工作：。 1．对消费者行为学学术领域、移动增值业务营销实践已经形成的理论、现 状进行综述。通过综述明确营销人员对增值业务营销推广的重要性，确定影响营 销人员增值业务营销能力的关键因素。 2．采用AHP层次分析法、模糊综合评价法对兰州移动现有营销人员的增值 业务营销能力进行了评估，得出结论：兰州移动营销人员增值业务营销能力达到 了任职需要，但还需要进一步提升。 3．从“内驱力、助推力、牵引力和环境影响力四个角度出发，建立全面 提升员工工作能力的“四驱模型”。 4．根据“四驱模型”制定了兰州移动营销人员增值业务营销能力提升的具 体提升策略‘ 关键词：增值业务营销能力消费者行为 MBA学位论文作者：张斌 MBA学位论文作者：张斌 兰州移动增值业务营销能力提丁I．研究 ABSTRACT With the development of communication technology and cut-throat competition between the communication operators，the communication cost of clients has reduced．The communication operators guide clients using add-value—business besides voice business to meet clients’ damandings and slow down the falling speed of ARPU．Meanwhile the add-value business has enhanced the viscosity of clients and increased the profit of business．It also has become the major earning point of operators．The paper intends to study how to enhance the ability of Front-line marketers to promote mobile—add-value-business by means of motivation． There 4 major aspects of reseach in this paper as listed below： 1．Summarizing the theory and current situation in the fields of consumer behavior and marketing add-value-business．Through analyzing and summarizing it has been proved in this work that Front-line marketer is the key factor to influence mobile-add-value-business promotion． And it confined the key factors to influence marketers’ability of marketing．． 2．By the means of survey based AHP data analyzing and Fuzzy Synthetical Evaluation, this paper has assessed the ability of Front-line marketers in Lanzhou Mobile to promote mobile-add—value—business，It has been found that the Front-line marketers in Lanzhou mobile qualified to the job but need to be improved． 3．The third result of