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为了进一步优化业务经营管理模式,确保在3G时代保持可持续发展,2012年,中国移动广东公司东莞分公司(以下简称东莞移动)在集团公司和省公司的指导下,对公司的市场经营管理进行了整体战略性优化部署,确立了以“价值聚焦”和“高效协同”为核心的大市场一体化运营策略。围绕大市场一体化运营策略,东莞移动针对外部市场经营和内部管理体制,分别制定了“高价值客户运营”的业务经营策略和“高效协同、集中运营”的组织管理策略,尝试突破旧有的经营管理模式,构建新形势下市场竞争的综合能力。经过半年多的运作实践,大市场一体化运营取得了显著成效。东莞移动在外围宏观经济疲软、市场竞争激烈、企业资源紧张等多重挑战下,仍然在市场整体格局稳固、3G竞争应对、客户价值提升等方面取得了显著成绩,显示了大市场一体化运营策略强大的生命力和竞争力。
In order to further optimize its business operation and management model and ensure its sustainable development in the 3G era, in 2012, the Dongguan Branch of China Mobile Guangdong Company (hereinafter referred to as Dongguan Mobile), under the guidance of the Group Company and the provincial company, conducted the market operation and management of the Company Optimized the overall strategic deployment and established a large market integrated operation strategy centered on “value focus ” and “efficient coordination ”. Focusing on the integrated operation strategy of large market, Dongguan Mobile formulated the business management strategy of “high value customer operation” and the organization and management strategy of “efficient coordination and centralized operation” for the external market management and internal management system respectively, Break through the old mode of operation and management and build an overall capability of market competition in the new situation. After more than six months of operational practice, the integrated operation of large markets has achieved remarkable results. With multiple challenges such as weak external macroeconomic conditions, fierce market competition and tight corporate resources, Dongguan Mobile has made remarkable achievements in the overall market structure, 3G competitive response and customer value enhancement. It shows that the large-scale integrated operation strategy of the market is strong Vitality and competitiveness.