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地市公司作为移动业务的直接经营者,既需要对利润、主营收入等财务指标负责,也需要对ARPU、净增出账用户数等指标进行分解和管控。由于上级公司的要求和下级单位的可操作性不完全统一,致使大多数地市公司并没有形成完善、稳定的移动业务经营指标体系,导致的后果:一方面,无法有效地将上级公司的要求在下级单位落地,如地市公司和区域营销单位对收入和净增负责,但营销末梢(客户经理或营业厅)则只对发展量负责;另一方面,由于各指标之间缺乏有效的关联,上级公司无法对下级单位作出科学的评价。为解决上述问题,本文在综合考虑移动业务经营特点、上级公司要求、下级单位可操作性的基础上,提出了比较完备的地市公司移动业务经营指标体系,既可以解决省公司、地市公司、营销单位、营销末梢关注点统一的问题,也为科学地评价营销单位/个人提供了一种手段,同时为定位存在的问题提供了一种方法,在移动业务经营工作中具有重要的实践意义。
As a direct operator of mobile services, a city-based company needs to be responsible for not only financial indicators such as profit and main income, but also indicators such as ARPU and the net increase of account-issuing users. As the requirements of the parent company and the operability of the subordinate units are not completely unified, resulting in most of the city companies did not form a sound and stable mobile business management system, the consequences: On the one hand, can not effectively be the parent company’s request In the subordinate units landing, such as prefectural companies and regional marketing units responsible for revenue and net increase, but the marketing end (customer manager or business hall) is only responsible for the amount of development; the other hand, due to the lack of effective correlation between indicators , The superior company can not make a scientific evaluation of subordinate units. In order to solve the above problems, this paper proposes a relatively complete business index system of mobile business for city-owned companies based on comprehensive consideration of the characteristics of mobile business operations, the requirements of superior companies, and the operability of subordinate units, which can not only solve the problems of provincial companies, , Marketing unit, the concern of the marketing end point of unity, but also for the scientific evaluation of marketing units / individuals provides a means for positioning problems at the same time provides a way to mobile business operations has important practical significance .