iii 摘要 近年来随着人们生活水平的提高和消费思维模式的转变，中国消费金融市场 正经历着大幅扩张。国内消费金融市场的巨大潜力，为小贷公司的成长创造了先 天独特的条件，大量小额贷款公司应运而生。过去的十余年，我国小贷行业经历 了几经起伏，在扶持中小企业、助力普惠金融中发挥了重要作用，逐渐成为金融 服务发展中不可或缺的重要一环，也成为更多消费者在选择消费金融服务供应商 中的重要考虑因素。 我国的小贷公司最初以线下模式起家，主要通过在不同城市，不同地区铺设 门店进行业务迅速扩张。之后随着互联网及移动互联网技术的迅猛发展，线上营 销模式成本低，见效快，不受区域性限制等优势逐渐凸显出来，也越来越被企业 所看好，各大企业纷纷转至互联网做线上运营。电话营销伴随着互联网线上运营 的兴起，得到了发展壮大，但同样也暴露了诸多问题：消费者信息随便买卖，泄 露严重；电话扰民；电话诈骗等等。消费者对电销行业的抵触情绪，让电话营销 业务开展受阻，电销部门由原来的利润中心，逐渐变成亏损中心。但是短期内， 在线上运营的体系中，电销部门又的确有它存在的必要性。所以，如何提高电销 部门的盈利性，使其扭亏为盈，成为了各个企业电销部门的首要问题。 本文以HC公司电话营销部门为例，主要从服务营销7Ps中的人员、产品、渠 道、流程四个角度对其现状进行分析，挖掘潜在问题；结合互联网时代背景及人 工智能环境，提出优化策略，并进行了初期效果评估。 本文创新之处在于，基于对国内外电话营销研究文献的研究，发现针对电话 营销的理论和分析确实不少，但基于互联网及人工智能技术，依托大数据对电话 营销部门进行优化的研究几乎没有。本文根据企业实际情况及真实数据出发，发 现问题，分析问题，解决问题，希望对其他企业电话营销的运营有借鉴意义，最 终实现可盈利之路，为所属企业谋求更多的利润空间。 关键词：电话营销；服务营销；精准化营销 北京交通大学硕士专业学位论文ABSTRACT iv ABSTRACT Inrecentyears,withtheimprovementofpeople'slivingstandardsandthe transformationofconsumptionthinkingmode,China'sconsumerfinancialmarketis experiencingasubstantialexpansion.Thehugepotentialofthedomesticconsumer financialmarkethascreateduniqueconditionsforthegrowthofsmallloancompanies, andalargenumberofsmallloancompanieshaveemerged.Inthepasttenyears, China'ssmallloanindustryhasexperiencedseveralupsanddowns,playedanimportant roleinsupportingsmallandmedium-sizedenterprisesandhelpingInclusiveFinance, andgraduallybecameanindispensablepartofthedevelopmentoffinancialservices, andalsoanimportantconsiderationformoreconsumersinchoosingconsumerfinancial serviceproviders. China'ssmallloancompaniesinitiallystartedintheofflinemode,mainlythrough theestablishmentofstoresindifferentcitiesandregionstorapidlyexpandtheir business.Afterthat,withtherapiddevelopmentofInternetandmobileInternet technology,theadvantagesofonlinemarketingmode,suchaslowcost,quickeffect,no regionalrestrictions,aregraduallyhighlighted,andmoreandmorefavoredby enterprises.AllmajorenterpriseshaveturnedtotheInternetforonlineoperation.Along withtheriseofInternetonlineoperation,telemarketinghasdevelopedandexpanded, butalsoexposedmanyproblems:consumers'informationiscasuallyboughtandsold, seriouslyleaked;telephoneharassment;telephonefraudandsoon.Consumer's resistancetotheE-marketingindustryhashinderedthedevelopmentoftelemarketing business.TheE-marketingDepartmenthasgraduallychangedfromtheoriginalprofit centertothelosscenter.Butintheshortterm,intheonlineoperationsystem,the E-marketingdepartmentdoeshaveitsnecessity.Therefore,howtoimprovethe profitabilityoftheE-marketingdepartmentandturnitfromlosstoprofithasbecome theprimaryproblemoftheE-marketingdepartmentsofvariousenterprises. TakingthetelemarketingDepartmentofHCCompanyasanexample,thispaper analyzesthecurrentsituationof7PSfromtheperspectivesofpersonnel,products, channelsandprocesses,andexplorespotentialproblemsbinedwiththe backgroundoftheInterneteraandtheartificialintelligenceenvironment,itputs forwardoptimizationstrategiesandcarriesoutinitialeffectevaluation. Theinnovationofthispaperliesinthat,basedontheresearchofdomesticand foreigntelemarketingresearchliterature,itisfoundthattherearemanytheoriesand 北京交通大学硕士专业学位论文ABSTRACT v analysisoftelemarketing,butthereislittleresearchontheoptimizationof telemarketingdepartmentsrelyingonbigdatabasedonInternetandartificial intelligencetechnology.Basedontheactualsituationandrealdataoftheenterprise,this paperfindsproblems,analyzesproblems,solvesproblems,andhopestohavereference significancefortheoperationofotherenterprise'se-marketingdepartment,andfinally realizestheroadofprofitability,soastoseekmoreprofitspacefortheaffiliated enterprises. Keywords:Telemarketing;ServiceMarketing;PrecisionMarketing 北京交通大学硕士专业学位论文目录 vi 目录 摘要.......................................................................................................................III ABSTRACT.................................................................................................................IV 目录.........................................................................................................................VI 1引言.....................................................................................................................1 1.1研究背景......................................................................................................1 1.2研究意义......................................................................................................2 1.3研究内容......................................................................................................2 1.4研究方法与技术路线..................................................................................3 1.4.1研究方法.............................................................................................3 1.4.2技术路线.............................................................................................3 2理论基础和文献综述.........................................................................................4 2.1理论基础......................................................................................................4 2.1.14Ps营销理论......................................................................................4 2.1.27Ps服务营销理论..............................................................................5 2.1.3精准营销理论.....................................................................................6 2.1.4差异化营销理论.................................................................................7 2.2国内外文献综述..........................................................................................8 2.2.1国外研究综述.....................................................................................8 2.2.2国内研究综述...................................................................................10 3电话营销现状与问题分析...............................................................................12 3.1HC公司概况及电销事业部介绍...............................................................12 3.1.1HC公司概况......................................................................................12 3.1.2电销事业部组织架构.......................................................................12 3.1.3电销事业部盈利情况分析...............................................................14 3.2电话营销现状分析....................................................................................15 3.2.1产品要素...........................................................................................16 3.2.2人员要素...........................................................................................18 3.2.3渠道要素...........................................................................................20 3.2.4过程服务要素...................................................................................21 北京交通大学硕士专业学位论文目录 vii 3.3电话营销存在的问题................................................................................22 3.3.1产品结构存在的问题.......................................................................22 3.3.2人力因素存在的问题.......................................................................23 3.3.3渠道因素存在的问题............................