移动运营商社会零售渠道店面价值评估体系研究

Research on Value Assessment System of Social Retail Channel of Mobile Operators

全业务运营时代,中国的移动通信业务同质化趋势明显,渠道成为服务竞争的重要载体,其中社会零售渠道成为电信运营企业渠道工作的重中之重。本文选取社会零售渠道作为研究对象,立足企业运营现状,通过层次分析法(AHP)的应用,构建社会零售渠道店面价值评估体系和标准,为渠道运营管理提供可量化、可操作、可考核的标准,并据此提出了社会零售渠道店面效率和价值提升的方案和流程建议。

In the era of full-service operation, there has been an obvious trend of homogeneity in the mobile communication business. Channels have become an important carrier of service-level competition, among which social retail channel weighs most in the channel tasks of telecom operators. This paper selects social retail channel as the research subject, based on the status quo of mobile operators, through the analytic hierarchy process （AHP） method, and builds up a social retail store value assessment system to provide quantifiable and opera- tional standards for the channel management, according to which this paper further proposes program and process recommendations for social retail channel in order to elevate its value and efficiency.