摘要

在经历了多年快速发展之后,国内移动通信市场逐渐趋于饱和.

新增用户数增长趋缓,传统的用户增长驱动模式己不适应移动互联网

发展的需要。随着4G时代来临,移动通信市场竞争将更加激烈。曾

经在3G时代遭受冲击的中国移动,势必在4G时代重塑优势。

在这种形势下,重新审视和评价中国移动社会渠道,发现其中的

问题,提出解决方法,对于提升中国移动社会渠道的绩效、保持中国

移动的既有优势,具有重要意义。

本文以营销渠道基本理论为支撑,分析了中国移动社会渠道发

展、管理现状。以数据归一化为基础,结合中国移动社会渠道的管理

要求,构建了中国移动社会渠道新型评价方法,并以中国移动Y分公

司作为实证研宄对象,对新型评价方法进行了验证。中国移动社会渠

道新型评价方法对于规范社会渠道管理,提升社会渠道整体竞争力具

有很强的可操作性和针对性。

关键词:中国移动社会渠道绩效评价数据归一化

I

THE RESEARCH OF A NEW EVALUATION METHOD

ON CHINA MOBILE' S SOCIAL CHANNELS

ABSTRACT

After years of rapid development, domestic mobile communications market has

become saturated and the number of new subscriber growth has been slow down. The

traditional model of User-driven growth has become unsuitable for the development

of the mobile internet. With the advent of 4G era, mobile communications market will

become more competitive. China Mobile Communications Co. have suffered the

impact in the 3G era, and bound to reshape the advantage in 4G era.

In this situation, it is critical to study and evaluate the social channels,identify

problems,propose solutions for improving China Mobile's performance and

maintaining existing advantages.

In this paper, the marketing channel theory has been used to support the view, and

then, analysis of the development, management status of the social channels of China

Mobile. The establishment of the new evaluation method of China Mobile is based on

fuzzy comprehensive evaluation method, and contains the administrative

requirements of China Mobile social channels. An empirical study has been done in Y

branch of China Mobile to verify the new evaluation method which has strong

operability and is beneficial for enhancing the overall competitiveness of social

channels and standardized management.

KEY WORDS: China Mobile, Social channels, Performance evaluation, Data

normalization

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