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在阐明“一体化渠道创新”背景及含义的基础上,回顾、说明了中国移动通信运营商渠道营销演进的历程和目前“一体化渠道”运作的模型及面临的挑战,提出了“一体化渠道创新”的方法和步骤。认为“一体化渠道创新”不是“面子”工程,而是以客户为中心展开的新的营销实践,要实现和达到这一目标,就要将工作过程系统地划分成客户洞察层、渠道整合层、流程层、IT支撑层和职能层5个可操作、可量化的层面,建立充分清晰、系统关联和易于实施的框架,不断提高客户洞察、渠道整合的能力,进行渠道整合和设计、企业内部流程的优化和职能调整,建立以一体化为纲领的IT运营支撑等,这些都是“一体化渠道创新”的关键所在。
On the basis of clarifying the background and meaning of “integrated channel innovation ”, this paper reviews and explains the evolution of channel marketing in China’s mobile telecom operators and the current model of “integrated channel ” operation and the challenges they face “Integrated channel innovation ” methods and steps. Think “integrated channel innovation ” is not “face ” project, but a new customer-focused marketing practice, to achieve and achieve this goal, we must work process is systematically divided into customer insight layer , Channel integration layer, process layer, IT support layer and function layer, and set up a framework of sufficient and clear, systematic connection and easy implementation so as to constantly improve customer insight and channel integration capabilities, Design, internal process optimization and functional adjustment, the establishment of an integrated program as the basis for IT operations support, which are “integration channel innovation ” the key.