XXXX211417-栾顺者-通信运营企业客户体验管理策略研究

重庆邮电大学本科毕业设计（论文）-I-编号：审定成绩：重庆邮电大学毕业设计（论文）设计（论文）题目：通信运营企业客户体验管理策略研究学院名称：经济管理学院学生姓名：栾顺者专业：工商管理班级：0350901学号：2009211417指导教师：任志霞答辩组负责人：任志霞填表时间：2013年5月重庆邮电大学教务处制重庆邮电大学本科毕业设计（论文）-II-摘要随着社会的发展，人类先后经历了农业经济、工业经济、服务经济和体验经济。由于经济形态的变化，消费从最初的满足人的基本生存需求向各个方面扩展。如今已经几乎到了无所不包的地步。在这种情况下，如何更好的满足客户的体验成为了众多成功企业的所关注的必修课题。由此，笔者选择了“客户体验管理”这一方向进行研究。研究大致包括以下内容：第一章交代的选题的背景及意义，研究的内容和方法。第二章总结概括了客户体验管理现有的研究成果。客户体验管理由西方学者率先提出后，各国学者管理界精英都对此做出了总结与研究。主要涵盖了客户体验的界定、客户体验的调查方法、客户体验管理的流程和框架、客户体验管理的意义与目的。第三章交代了通信运营企业客户体验管理的现状，包括其产品特点、竞争特点、主要缺点。第四章提出了通信运营企业客户体验管理的改进意见。包括加强对客户体验管理的重视程度、确立品牌定位、建立客户接触、有效的回馈机制。【关键词】客户体验客户体验管理通信运营企业重庆邮电大学本科毕业设计（论文）-III-ABSTRACTAswiththedevelopmentofsociety,thehumanracehasbeenthroughperiodofAgriculturaleconomy,Industrialeconomy,Serviceeconomyandexperienceeconomy,inthemeantimeconsumptionhasbeenexpandedtobecomeall-encompassingotherthantheformalbasicneeds.Underthiscircumstance,fulfillingtheneedsofconsumershasbeenthetoppriorityofthesesuccessfulcompanies.Iaimat‘CustomerExperienceManagement’asfollows:Accountofthefirstchapterexpatiatesthebackgroundandsignificance,researchcontentandmethod.Thesecondchapter,asummaryofcustomerexperiencemanagementofexistingresearchresults.Customerexperiencemanagementputforwardbywesternscholarstooktheleadafter,managementelitecountriesscholarshavemadeasummaryandresearch.Mainlycoversthedefinitionofcustomerexperienceandcustomerexperienceinvestigationmethods,processesandcustomerexperiencemanagementframework,themeaningandpurposeofthecustomerexperiencemanagement.Thethirdchapternarratesthetelecommunicationoperationenterprisecustomerexperiencemanagementpresentsituation,includingitsproductcharacteristics,competitivecharacteristics,mainfaults.Thefourthchapterputsforwardthecommunicationoperationenterprisecustomerexperiencemanagementimprovements.Includingstrengthentheimportanceofcustomerexperiencemanagement,establishbrandpositioning,buildingcustomercontactandeffectivefeedbackmechanism.【Keywords】CustomerexperiencecommunicationoperationenterpriseCEM重庆邮电大学本科毕业设计（论文）-1-目录第一章绪论..............................................................................................................................1第一节选题的背景和意义..................................................................................................1一、选题的背景..................................................................................................................1二、选题的意义..................................................................................................................1第二节研究的内容及方法..................................................................................................2一、研究内容......................................................................................................................2二、研究方法......................................................................................................................2第三节本章小结..................................................................................................................3第二章客户体验管理的理论概述............................................................................................4第一节客户体验的界定......................................................................................................4第二节客户体验的调查分析..............................................................................................5一、客户体验的分层研究..................................................................................................5二、各接触点上的客户体验调查......................................................................................6三、竞争对手的客户体验调查..........................................................................................7四、其他相关行业客户体验调查......................................................................................7第三节客户体验管理的理论现状......................................................................................7一、客户体验管理的流程..................................................................................................7二、客户体验管理的框架..................................................................................................9三、客户体验管理的意义与目的....................................................................................11第四节本章小结................................................................................................................12第三章通信运营企业客户体验管理的现状及问题............................................................13第一节通信运营企业的企业特点....................................................................................13一、通信运营企业的产品特点........................................................................................13二、通信运营企业的竞争特点........................................................................................14第二节通信运营企业客户体验管理的现状....................................................................15一、中国移动的“动感地带”品牌....................................................................................15二、中国电信“天翼”品牌................................................................................................15三、中国联通“沃”品牌...................................................