深圳电信呼叫中心外包业务营销策略的研究

华中科技大学硕士学位论文深圳电信呼叫中心外包业务营销策略的研究姓名：王豆豆申请学位级别：硕士专业：工商管理指导教师：田志龙20081024IPESTSWOTSTP7PSWOTIIAbstractThispaperfocusesontheresearchofoutsourcingcallcentermarketingstrategy,andthenexplicatesthepracticaloperationinShenzhenTelecom.First,thispaperexpoundsthedevelopmentofthecallcenterindustryfromtheareasofthetechnology,applicationsandoperations.Secondly,thispaperdescribesananalysisofthemajorconsiderationofchoosingoutsourcing.Andthen,thispaperdescribesthecallcenteroutsourcingmarketinthemacroenvironment.Thirdly,basedonthebasictheoryofchoosingoutsourcingofcallcenters,thispaperresearchesthepracticalMarketpositionandmarketingStrategyofShenzhenTelecom.ThepracticalmarketingenvironmentandmarketingconditionsofShenzhenTelecomhasbeenanalyzed,whichbasesonthefollowingthreeaspects:PEST,FiveForces,andSWOTanalyzedmethod.Theninaccordancewiththeresultsoftheanalysisthispaperinfersthecallcenteroutsourcingbusinessmarketingstrategyfocusedon.Finally,thispapersetsupthepracticalplanofcallcenteroutsourcingbusinessforShenzhenTelecom.Withtheescalatingcompetitioninthemarket,competitionamongenterpriseshaschangedfromthepricetotheservices.Graduallycompaniesawareoftheimportanceofcallcenters.Butnearlyhalfofthecallcenterisunsuccessful.Becausethecallcenter'sconstructionandoperationisacomplicatedsystematicproject,andmostoftheenterprisesdonothaveenoughenergyorrelevantexperiencetoachieveprofessionalcallcenteroperators.Thatisthemainreasonwhycall-centeroutsourcingissopopularintheforeignarea.ASthedemandenvironmenthasbeendevelopingandchanging,domesticcallcenteroutsourcingserviceprovidersareflourishinrecentyears.ShenzhenTelecomisanewerincallcenteroutsourcingmarket.Therearemanyproblemsinthemarketpositioningandmarketingstrategyofchoice.Thispaperresearchestheenvironmentofcallcenteroutsourcingbusinessmarketingforthetelecommunicationsoperator,andsetsupthecallcenteroutsourcingmarketingstrategyforShenzhenTelecom.Ihopeitcanplayaroleofthereferencetoothertelecomoperators.Inthispaper,throughresearch,Irealizedthattelecomoperatorsshouldtargettheneedsofcustomersandgivefullconsiderationtothecharacteristicsoftheindustry.Telecomoperatorsshouldmakefulluseofitsadvantages,buildbrands,andsearchforaroadofStrategiccooperation.Keywords:MarketingstrategyCallcenterOutsourcingTelecom111.1CallCenter()WebCTIVOIPIPIVR[1][2]30[3]2[4]1.220067“”123451.350090%85%90%“”[5]3[6]1.4PESTSWOTSTP7PSWOT642PESTSWOTSTP7P2.1PESTPEST1PPolitics2EEconomicGDP3SSociety4TTechnology[7]52.2·(TheFive-forceModel)2-12-112345556[8]2.3SWOTSWOTStrength()Weak()opportunity()Threaten()SWOTSOWOSTWT1()“”:;2(/)“/”3SWOT8:123475SO6WO7ST8WT[9]2.4STPSTPMarketSegmentation.1956·.STPS—segmentation()T—Targeting()P—Positioning()STPSTP1S—;2T—3P—8[10]2.57Ps7Ps·1962·20604Ps44Ps,(Booms)(Bitner)77Ps[11]7Ps4Psproductpriceplacepromotion4Ppeopleandparticipantsphysicaldisplayprocessofservice7Ps7Ps1product,,,2price,3place,,,,4promotion,5peopleandparticipants()96physicaldisplay“”7processofservice“”[12]1033.1(CallCenter)CallCenter3.21090200311200630[13][14]3.3CRM————EmailWebVoIPEmailWebVoIPIVRPBXCTIIVR12WAPASRInternetInternet[15][16]3.4“”[17]1310“”2007AberdeenGroup13060%2008234%36%30[18][19]3.514——[20][21]3.6.2“”1790300,,“”,;,,;,,,,[22]70%18[23]——110208100080%100%[24]“19”[25]3.6.31/PPG///////2,20343.6.4“”2122“”“”“”[26][27]3.7123AvayaCisco280200690%10%HP324PCCWTeleservices1PCCW95155TCY2SykexTCYITInteractiveTechnologyServices3PCCW510000CTIForum2006561.5230%40%20%CTIForum10%15%425123ITIT510IP5CiscoVoIPVoIPPABXCiscoIP[28][29]264PEST4.1200711“”2006“”“”2714“”1234.26.5%contact-centeroutsourcingFrost&Sullivan200421,3609.1201139,247near-shoring281-2%[30]2020074.4%[31]20073.418.8200738080%30005829[32]4.3Email3“”“”30COPC[33]124.4WebCTIInternetAYAYAASPECTAVAYAASPECTCISCOIBMHPDELLHP31[34]3255.1198311420004500210000114“”20032005200620067“”332006200820072006900%1003201008201212200335.212341——2——3——3“”461IVR234567351235.314008/952IT34BPO536[35][36]1234375.4IT5-15-1——————38————123396SWOT6.1SWOT6-1SWOTSW1.1.2.2.3.3.4.4.551.2.3.O4.SO12WO1231.2.3.T4.ST123WT12406-16.2SWOT6.2.1“”ICT[38]1234416-21114232113124321112312343311111223216-2IIIIII6-3PPG(2B/2C)1./VOIP//IM/BBS2.421.2.1.CTI/ACD/IVR/2.3.4./1.IVR/2./3.helpdesk/CRM/6.2.2ICT6.2.3436-4AVAYAASPECTIBMPCCW6.2.4IVR/446IVR+IVR+IVR//+75%[37]6.2.545IIIIII[40]6.2.61II24636.2.712IT[38]6.2.847112“”2[39]6.2.948[40]6.2.101“”[41]249[42]5077.17-17-17.27.2.1151237.2.21237.2.31237.2.415227.2.57.2.66ASPECTCRM7.2.7537.2.85419892006“”55MBA56[1]..,2008(5):25-26[2]..,2005(2):10-11[3].――.CTI,2003(33):5-6[4],..,2004(10):24-26[5]BryceD.UseemM..“TheimpactofcorporateoutsourcingOncompanyvalue”,EuropeanmanagementJournal,1998(6):635-643[6]..,2008(5):33-34[7]J··,·C·..:,2000:33-36[8]·..:,1997:56-58[9]..,2001(12):7-8[10]·R·..:,2001:176-178[11].,—“7P”..2003(24):15-17[12],.7PS.,1995(2):2-3[13]MichaelO.Neill.FocusServiceOutsourcing.,2006(11):55-56[14]..,2008(9):19-20[15]WendyL.Tate,WendyvanderValk.Managingtheperformanceofoutsourcedcustomercontactcenter