Henan Unicom Group's Marketing And Services Organization Structure Designed And Optimized

Chinese telecommunications reform and reorganization of enterprises in the end of 2008, telecom operators from the original six, were reorganized into three large, full-service communication operations. With the issuance of 3G licenses and the era of full-service operation, the three telecommunications companies exacerbated the competition. Group customer market competition has become the top priority of the three operators. Group of customers who in the world have, the market bear the brunt of corporate customers become a focal point of competition. Group became the customer market competition in the three full-service carriers fired the first shot of the place. Henan Unicom with competitors not only face fierce competition in the business situation, on the other hand, they are confronted with large numbers of the new company after the reorganization of the burden of the Ministry of customers of the Group is not sound organizational structure, unclear, poor processes, customer management team insufficient, the pressure loss of a large client business. How to quickly solve the difficulties faced by the company after the reorganization, to seize the opportunity to expand 3G services, the use of the great advantages of WCDMA technology, the market occupied by corporate customers, improve customer Henan Unicom Group, market share and become the market of Henan Unicom customers need in the Group problem.In this paper, the organizational structure at the school learned the theory and the theory of marketing, communications market, customers of the Group in accordance with its own characteristics, Henan Unicom Group to identify customer marketing services organization and the problems and the reasons for these problems. To solve these problems, design a new organization chart, clear the duties and powers of the various functional modules, the working interface and workflow, the various positions put forward a clear staffing requirements, organizational structure and design was tested and optimized. Finally, the conclusion:According to the theory of organizational design and marketing services, management thought the Department of Henan Unicom Group customer organization re-design and optimization, the resulting organization chart and job responsibilities, business processes are effective, and the organization Further optimize the structure and spatial orientation were analyzed.After testing, the organizational structure of the proposed design and optimization program and achieved satisfactory results:improving the organizational structure of the Ministry of group clients, the design organization chart 7, the flow chart 16.Improve the organizational structure, defined the duties and powers, has attracted many talented people to join to the customer, customer team manager, who expanded from the original 3192 to 6401 people, and the account manager and customer reasonable match, the customer service to do the whole azimuth coverage. At the same time the customer segment to 24 industries, increasing the industry account manager. Streamlined business processes and improve work efficiency. Also announced a number of assessment and incentive system, improving customer manager for business development initiative. Significantly improve customer satisfaction, customer satisfaction, Henan Unicom Group from 2008 last year ranked third in China Unicom rose to fifth in 2010. Account manager sales capacity by the end of 2008 the average monthly increase of 10 per month for the end of 2010,25, Henan Unicom Group to enhance the market competitiveness of our customers.Through careful research and in-depth business research, the specific circumstances of the theory and the combination of business, marketing services customers that the Group organizational structure of the building for the development of telecommunications operators has great significance, found in Henan Unicom Marketing Group Clients service system problems, Henan Unicom made a group for customers building marketing services organization, to improve programs and direction of innovation and further enhance its core competitiveness, to expand the share of Henan Unicom to upgrade the scale of the development objectives of the occupation to make high-end market, modest, Henan China Unicom to enhance the marketing capabilities and active role in promoting development.Henan Unicom is also on the marketing service system in a useful attempt to optimize the design for the future organization has accumulated valuable experience.