發(fā)布時(shí)間：2018-02-15 12:51

  本文關(guān)鍵詞： 全業(yè)務(wù) 營(yíng)銷成本 管控　出處：《北京郵電大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：2009年,工業(yè)與信息化部分別為三家運(yùn)營(yíng)商頒發(fā)3G牌照,中國(guó)大陸電信運(yùn)營(yíng)市場(chǎng)正式拉開(kāi)了全業(yè)務(wù)經(jīng)營(yíng)時(shí)代。自此,電信運(yùn)營(yíng)商經(jīng)營(yíng)范圍完全同質(zhì)化,市場(chǎng)競(jìng)爭(zhēng)愈加激烈。A市聯(lián)通公司(以下簡(jiǎn)稱A公司)通過(guò)一系列市場(chǎng)經(jīng)營(yíng)活動(dòng),獲得了移動(dòng)客戶市場(chǎng)份額和整體收入的提升,但是公司效益類指標(biāo)卻并無(wú)改善,甚至出現(xiàn)一定程度下滑。如何在全業(yè)務(wù)時(shí)代通過(guò)營(yíng)銷成本的合理規(guī)劃和管控,扭轉(zhuǎn)投入拉動(dòng)型增長(zhǎng)局面,實(shí)現(xiàn)公司集約型、內(nèi)涵式增長(zhǎng),提升企業(yè)運(yùn)營(yíng)效益與綜合競(jìng)爭(zhēng)力,是擺在運(yùn)營(yíng)商面前亟待解決的問(wèn)題。 本文通過(guò)對(duì)營(yíng)銷成本管理理論及全業(yè)務(wù)經(jīng)營(yíng)時(shí)代獨(dú)特市場(chǎng)環(huán)境和A公司經(jīng)營(yíng)狀況的研究,指出企業(yè)營(yíng)銷成本管理現(xiàn)狀中存在的問(wèn)題與不足,提出針對(duì)性的營(yíng)銷成本管控改進(jìn)方案,并將其在A公司進(jìn)行應(yīng)用和實(shí)證研究,從而總結(jié)出全業(yè)務(wù)經(jīng)營(yíng)時(shí)代運(yùn)營(yíng)商科學(xué)、有效、可行的營(yíng)銷成本管控實(shí)施方案。
[Abstract]:In 2009, the Ministry of Industry and Information Technology issued 3G licenses to three operators respectively, and the telecom operation market in mainland China officially opened the era of full-service operation. Since then, the scope of operation of telecom operators has completely homogenized. The market competition is becoming more intense. A City Unicom Company (hereinafter referred to as "A Company") through a series of market operations, obtained mobile customer market share and overall income, but the company benefit category indicators have not improved, In the whole business era, how to reverse the situation of investment pull growth, realize the intensive and implicit growth, enhance the operation benefit and comprehensive competitiveness of the enterprise through the reasonable planning and control of marketing cost, Is put in front of the operators to solve the problem. Based on the study of marketing cost management theory, the unique market environment of the whole business management era and the management situation of company A, this paper points out the problems and shortcomings in the current situation of marketing cost management in enterprises. This paper puts forward the improvement scheme of marketing cost control, and carries on the application and the demonstration research in A company, thus sums up the scientific, effective and feasible marketing cost control implementation plan in the whole business management era.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F626

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本文編號(hào)：1513305