本文是 HB 移动在现有经营分析系统上建立市场运营监控系统的探讨研究。首
先对全业务竞争下国内电信运营商的市场竞争环境进行描述，然后分析了目前经营
分析系统对支撑市场运营存在的不足，建立市场运营监控体系的必要性和迫切性，
并对移动公司建立市场运营监控进行需求分析。再以 HB 移动公司经营分析系统为
基础，详细研究基于 HB 移动公司现有经营分析系统和运营监控项目经验，构建市
场运营监控管理模式和信息化建设，从组织管理、数据共享、诊断分析、流程跟踪、
评估分析等方面进行规划。最后在对市场运营监控平台肯定的同时，也指出该平台
还有一些问题需要解决，运营监控是一个长期的过程，需要不断的探索改进。
关键词：运营管理 经营分析 流程管理
Abstract
On the issuance of 3G licenses, the three major domestic telecom operators’
competitive situation has undergone some changes. China Unicom and China Telecom are
showing a strong momentum of development, and China Mobile are facing more severe
market environment. For in the 3G era continuing to maintain a leading position in the
industry, China mobile makes higher requirements to market analysis, and the current
China Mobile on business analysis system in supporting enterprise decision-making,
auxiliary market operation and other aspects is increasingly weak. HB Mobile as China
Mobile's subordinate companies, also faced with declining market share, management
difficulties of business growth being lack of power, therefore mining market management
analysis potential, enhancing the ability to create fine marketing management, and making
low cost and high efficiency of the operating system market, is HB Mobile’s important
measures to fierce competition in 3G era .
This article is about HB Mobile market operation monitoring system research in
existing management analysis system. Firstly, domestic telecom operators’ market
competition environment in the whole business competition are described, then to
analyze the inadequacy of present operation analysis system to support the market
operation, the necessity and the urgency of building market operation monitoring system,
and needs of the mobile companies to establish market operation monitoring. Moreover,
HB mobile business analysis system as the foundation, studies in details the HB based
mobile company's existing business analysis system and operation monitoring project
experience, composes the market operation monitoring management mode and
informatization construction, from organization management, data sharing, diagnostic
analysis, process tracking, assessment analysis and other aspects to plan. Finally affirms
the market operation monitoring platform at the same time, also points out that there are
still some problems to solve, the operation monitoring is a long-term process, need to
constantly explore improvement.
Key words: Business management Operation analysis Process managementIII
目 录
摘 要...I
Abstract...........II
1 绪 论
1.1 课题研究的背景、目的和意义 ..........(1)
1.2 国内外研究现状及分析 ..........(3)
1.3 课题研究的主要内容、方法及可能存在的创新 ......(7)
2 全业务竞争下中国移动经营分析系统使用现状
2.1 中国移动经营分析系统介绍 (10)
2.2 国内运营商全业务竞争的现状 ........(12)
2.3 移动经营分析系统使用现状 (14)
3 全业务竞争下经营分析系统的需求分析
3.1 移动经营分析系统面对竞争所存在的不足分析 ....(15)
3.2 全业务竞争下市场运营的需求分析 (16)
3.3 基于经营分析系统的市场运营监控需求分析 ........(19)
4 HB 移动市场运营监控系统的规划设计
4.1 HB 移动市场运营监控平台设计规划标准..(21)
4.2 HB 移动市场运营监控平台系统规划的内容..........(22)
5 HB 移动市场运营监控平台的实施效果
5.1 有序有力支撑统一营销管理工作 ....(37)
5.2 市场分析质量与效率提升 ....(38)
5.3 促进资源有效投放 ....(38)
5.4 有力保障省市联动机制 ........(39)IV
华 中 科 技 大 学 硕 士 学 位 论 文
结束语..........(40)
致 谢..........(41)
参考文献......(42)
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