在激烈的市场竞争环境下，成都移动高度重视联盟商户业务的发展，客户群
体不断扩大导致需要更泛众的品牌共性来适应客户阶层属性上的巨大跨度，但与
此同时是品牌服务上的差距逐渐拉大，VIP 用户享受着极高的服务等级，而其他用
户面临的其他品牌同质化服务或及其基本的服务内容，因此，我们需要利用客户
的规模优势与品牌传播优势激活商户联盟体系，强调商户在客户生活节点的显现，
以此改善品牌形象、提升服务感知；对于“联盟”此类商业模式而言，我们不是
做的最好的，因此，我们需要一套更为完善的服务体系，既能覆盖整个客户群体，
也能使客户享受差异化、多元化服务内容。在整合原全球通 VIP 俱乐部签约商家、
动感地带商家联盟、彩信优惠券商家等多种相关业务资源的基础上，进一步拓展
商家合作，建立起了统一的联盟商户服务平台。目前，联盟商户涵盖了酒店、餐
饮、娱乐、景点、购物等各个行业，而联盟商户良好的服务体系及管理运营机制，
是保证长期稳定地为消费者提供优质服务和优惠产品的关键。因此，联盟商户的
管理问题也是成都移动公司发展和进步的重要问题。
本文首先分析了目前成都通信行业的发展情况，分析了通信运营商之间的竞
争情况，也分析了目前成都移动做盟商户的可行性情况，对于成都移动联盟商户
风的发展现状如资源整合、行业发展以及第三方管理机构管理方面进行了分析，
并清晰认识到了目前联盟商户管理中的优势和不足，目的在于使联盟商户的发展
适应目前激烈的市场竞争和公司发展的需要。然后，本文针对相应的分析提出了
具体的实施办法和改进措施，目前，部分措施已经在实施中，并且收到了较好的
效果，相信随着联盟商户相关战略研究的不断深入，管理的进一步加强，管理组
织的继续完善，联盟商户将对成都移动的发展提供更好的支持和帮助。
关键词： 联盟商户管理，成都移动，企业发展，管理改进
II
ABSTRACT
Union merchant is outstanding social businesses designated service in the global
VIP customers and M-Zone customers mobile service brand, it can provide preferential,
priority, quality service for the customer, extended mobile business brand value; can
provide different services for customers to enjoy the respect of your experience. Union
merchant services reflects the Chengdu mobile service for this concept, an important
means to improve the movement of each brand business customer loyalty.
In the fierce market competition environment, the development of Chengdu mobile
attaches great importance to Union merchant business, expanding customer groups
leading brands need more extensive brand characteristics to adapt to large span the
customer class attribute, but at the same time, is the brand of service gap, VIP users
enjoy high grade of service, while other brands homogenization of service to other users
face or and basic services, we gain activated merchant alliance system with advantages
of scale and brand advantages of customers, businesses in the client node that life
appeared, in order to improve the brand image, enhance service awareness; to the
alliancethe commercial pattern, we are not the best, therefore, we a need for a more
perfect service system, which covers the entire customer groups, can also enjoy the
multiple services differentiation. Based in the integration of the original global VIP
Club signing merchants, M-Zone business alliance, MMS coupons and other business
resources, further expand business cooperation, the Union merchant services platform
building. At present, the alliance business covers hotel, catering, entertainment,
shopping, attractions and other industries, and Union merchant good service system and
management mechanism, is the key to ensure long-term stability to provide quality
services and preferential products for consumers. Therefore, the management problem
of alliance business is an important problem in the development and progress of
Chengdu Mobile Corporation.
This paper analyzes the current development situation of Chengdu Telecom
Industry, analyze the competition between telecommunication operators, also analyzes
the feasibility of Chengdu mobile Union merchant, for the development of Chengdu
mobile Union merchant wind such as integration of resources, industrial developmentIII
by hand and the three party management are analyzed, and clear to recognize the Union
merchant management of strengths and weaknesses, to adapt to the current development
of the fierce market competition and the development of the company union merchant.
Then, this paper analyzed and put forward specific implementation measures and
improvement measures, at present, some of the measures has been implemented, and
received good results, with related strategic alliance business constantly, to further
strengthen the management, management organization to continue to improve, the
union business will provide better support and to help the development of Chengdu
mobile.
Keywords ： The union business managerment ， Chengdu Mobile ， Enterprise
development，Management improvement
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