地市分公司移动业务预算分解

• 作 者: 秦大伟 狄培雷
• 机 构: 中国联通山西省太原市分公司,中国联通山西省公司,
• 出 处: 通信企业管理
• 发表日期: 2012年04期
• 关键词: 业务预算 省级公司 预算目标 移动业务 目标客户 分解方法 历史数据 家庭客户 ARPU 客户分类

如何将年度预算目标科学分解至各营销单位,既是地市分公司本身预算目标顺利完成的保障,又是科学评价各营销单位的重要指标,它关系到公司的健康发展。在全业务运营背景下,移动业务的目标客户、责任渠道和发展模式发生了巨大变化,之前主要根据历史数据进行分解的方法已经不能适应新形势。同时由于市区营销单位不具有独立的市场,因此以市场份额为核心的省级公司的分解方法也不适用于地市

How to break down the annual budget target science into various marketing units is not only the guarantee for the successful completion of the budget objectives of the branch offices in cities and cities, but also the important indicator for scientifically evaluating the marketing units. It is related to the healthy development of the company. In the context of full-service operation, the target customers, responsibility channels and development model of mobile business have undergone tremendous changes. Previously, the methods mainly based on historical data have been unable to adapt to the new situation. At the same time as the urban marketing unit does not have an independent market, so the decomposition of provincial-level companies with market share as the core does not apply to the city