JNLT电话营销项目化管理应用研究
发布时间：2019-06-05 10:02
【摘要】：项目管理能够为企业缩短项目时间、降低管理成本、企业效益达到最大化,从20世纪50年代产生到现在,项目管理在实际中得到迅猛的发展,它已从时间管理、人力管理、费用管理、流程管理等小范围内活动管理扩展到其他更广阔的应用领域。 电话营销(Telemarketing)是一个较新的概念,出现于20世纪80年代的美国。随着消费者为主导的市场的形成,以及电话、传真等通信手段的普及,很多企业开始尝试这种新型的市场手法。电话营销决不等于随机的打出大量电话,靠碰运气去推销出几样产品。这种电话往往会引起消费者的反感,结果适得其反。电话营销真实含义在于通过使用电话,来实现有计划、有组织、并且高效率地扩大顾客群、提高顾客满意度、维护顾客等市场行为。成功的电话营销应该使电话双方都能体会到电话营销的价值。电话营销手段目前已经覆盖到通信运营商的集团客户、商务客户和公众客户,是当前应用最广泛的营销手段和营销渠道,对电话营销实施项目化的管理是保证电话营销高效、顺利开展的必要条件。 JNLT分公司是融合形势下发展起来的通信运营商,是济南市本地集固定网、移动网业务于一身的最大的全业务通信运营商,主要提供3G、宽带、2G、固话、数据、融合业务等通信产品。 论文以通信企业电话营销管理为切入点,针对电信企业电话营业厅项目化管理的研究现状,确立以电话营销项目化管理模式为主题的研究内容,以JNLT分公司“电话营业厅”项目为例,进行了实证研究。论文在营销项目化管理理论的指导下,构建了电话营销项目化管理模式；阐述了电话营销项目化管理的特点；指出了电话营销项目化管理可以划分为五个阶段：项目启动阶段、项目计划阶段、项目实施阶段、项目控制阶段和项目收尾阶段。在对电话营销项目化管理模式理论分析的基础上,对JNLT电话营销项目化管理模式进行了实证研究,并以“电话营业厅”建设项目为例,阐述了电话营销营销项目化管理的全过程。在实证研究的基础上,论文对“电话营业厅”项目管理过程及项目效益进行了分析和说明。
[Abstract]:Project management can shorten project time, reduce management cost and maximize enterprise benefit. From 1950s to now, project management has been developed rapidly in practice, it has been from time management, manpower management. Cost management, process management and other small range of activity management extended to other broader applications. Telemarketing (Telemarketing) is a relatively new concept, which appeared in the United States in the 1980 s. With the formation of consumer-led market and the popularity of telephone, fax and other means of communication, many enterprises began to try this new market approach. Telephone marketing is by no means random to make a large number of calls, by chance to sell several products. This kind of telephone often causes the consumer to resent, the result is counterproductive. The real meaning of telephone marketing lies in the use of telephone to achieve planned, organized, and efficient expansion of the customer base, improve customer satisfaction, maintain customer and other market behavior. Successful telephone marketing should make both sides of the telephone feel the value of telephone marketing. At present, telephone marketing has covered the group customers, business customers and public customers of communication operators. It is the most widely used marketing means and marketing channel at present. The project management of telephone marketing is to ensure the efficiency of telephone marketing. The necessary conditions for smooth development. JNLT Branch is a communication operator developed under the situation of convergence. It is the largest full-service communication operator in Jinan, which integrates fixed network and mobile network service. It mainly provides 3G, broadband, 2G, fixed line and data. Integrated business and other communication products. This paper takes the telephone marketing management of communication enterprises as the starting point, aiming at the research status of project management of telephone business hall of telecom enterprises, and establishes the research content with the theme of telephone marketing project management mode. Taking the project of telephone Business Hall of JNLT Branch as an example, an empirical study is carried out. Under the guidance of the theory of marketing project management, this paper constructs the project management mode of telephone marketing, and expounds the characteristics of the project management of telephone marketing. It is pointed out that the project management of telephone marketing can be divided into five stages: project starting stage, project planning stage, project implementation stage, project control stage and project closing stage. Based on the theoretical analysis of the project management mode of telephone marketing, this paper makes an empirical study on the project management mode of JNLT telephone marketing, and takes the construction project of "telephone Business Hall" as an example. This paper expounds the whole process of telephone marketing project management. On the basis of empirical research, this paper analyzes and explains the project management process and project benefit of telephone Business Hall.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626
本文编号：2493445
[Abstract]:Project management can shorten project time, reduce management cost and maximize enterprise benefit. From 1950s to now, project management has been developed rapidly in practice, it has been from time management, manpower management. Cost management, process management and other small range of activity management extended to other broader applications. Telemarketing (Telemarketing) is a relatively new concept, which appeared in the United States in the 1980 s. With the formation of consumer-led market and the popularity of telephone, fax and other means of communication, many enterprises began to try this new market approach. Telephone marketing is by no means random to make a large number of calls, by chance to sell several products. This kind of telephone often causes the consumer to resent, the result is counterproductive. The real meaning of telephone marketing lies in the use of telephone to achieve planned, organized, and efficient expansion of the customer base, improve customer satisfaction, maintain customer and other market behavior. Successful telephone marketing should make both sides of the telephone feel the value of telephone marketing. At present, telephone marketing has covered the group customers, business customers and public customers of communication operators. It is the most widely used marketing means and marketing channel at present. The project management of telephone marketing is to ensure the efficiency of telephone marketing. The necessary conditions for smooth development. JNLT Branch is a communication operator developed under the situation of convergence. It is the largest full-service communication operator in Jinan, which integrates fixed network and mobile network service. It mainly provides 3G, broadband, 2G, fixed line and data. Integrated business and other communication products. This paper takes the telephone marketing management of communication enterprises as the starting point, aiming at the research status of project management of telephone business hall of telecom enterprises, and establishes the research content with the theme of telephone marketing project management mode. Taking the project of telephone Business Hall of JNLT Branch as an example, an empirical study is carried out. Under the guidance of the theory of marketing project management, this paper constructs the project management mode of telephone marketing, and expounds the characteristics of the project management of telephone marketing. It is pointed out that the project management of telephone marketing can be divided into five stages: project starting stage, project planning stage, project implementation stage, project control stage and project closing stage. Based on the theoretical analysis of the project management mode of telephone marketing, this paper makes an empirical study on the project management mode of JNLT telephone marketing, and takes the construction project of "telephone Business Hall" as an example. This paper expounds the whole process of telephone marketing project management. On the basis of empirical research, this paper analyzes and explains the project management process and project benefit of telephone Business Hall.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626
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