基于互联网、社会化媒体提高协同服务能力是中国电信“10000

知道”发展的重点方向,目前“10000知道”平台建设才刚刚起步,

想要依托互联网为客户提供个性化的服务,满足客户日益增长的

需求尚属不易,还未实现互联网知识分享能力与营销能力的结合。

研宄“10000知道当前经营模式,对于中国电信今后的客户服务知

识管理系统建设及服务能力与营销能力的对接,可以提供一定的

参考价值。

本文共分五章。第一章简要介绍了互联网、社会化媒体兴起

对中国电信传统客户服务模式提出的挑战及其发展现状,以及

“10000知道”新型服务模式实施后的客户服务模式发展的展望。第

二章从STP战略入手,梳理了“10000知道发展现状,并运用4P

理论研宄了“10000知道”当前发展战略。第三章基于用户调研,研

究了客户对“10000知道”的真实需求及其存在的不足,并运用波士

顿矩阵、SWOT分析工具进行了竞争分析;第四章基于4C理论,

提出从提高互联网模式下“10000知道知识分享能力、构建知识管

理体系、SEO等角度改进当前经营模式的解决方案。第五章提出

了10000知道未来发展方向及适用环境。

关键词:10000知道SWOT分析社会化媒体4C 4P

ABSTRACT

Improve the ability of collaboration services under internet and social media

environment is China Telecom ‘10000 know’ main development direction.

Currently ‘10000 know’ platform has just started, it is still difficult for it to

provide personalized service based on internet to meet the growing customer

demand,say nothing of to integrate the ability of internet knowledge sharing and

marketing. Research the business model of ‘10000 know' could be very useful for

China Telecom to construct it's knowledge management system of customer

service better and integrate the capabilities of servicing and marketing.

This paper is divided into five chapters. The first chapter not only briefly

described the current status and challenges of China Telecom's traditional

customer service system when facing the wave of internet and social media, but

also proposed the development ideology of implementing the newly carried out

customer service system of ‘10000 know5. The second chapter introduced the

development theory of ‘10000 know' based on STP strategy, and then studied the

current development strategy of ‘10000 know5 using 4P theory. The third chapter

analyzed the user requirements and shortages of '10000 know’ through a user

survey activity, and then used Boston Matrix and SWOT to analyze the

Competitive situation. Chapter four based 4C theory, put forwarded related

solutions to improve the current business model, from the three views of

improving sharing capabilities under Internet, building knowledge management

systems,paying more attention to SEO of ‘10000 know’. The last chapter

depicted the future direction and application environment of'10000 know、

KEY WORDS: 10000 Know,SWOT Analysis, Social Media, 4C,4P.