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研究生: 阮勢勇
研究生(外文): Nguyen The Dung
論文名稱: Solutions to Perfect the Customer Relationship Management (CRM) System at Vietnam Mobile Telecom Services Company - MobiFone
論文名稱(外文): Solutions to Perfect the Customer Relationship Management (CRM) System at Vietnam Mobile Telecom Services Company - MobiFone
指導教授: 蕭銘雄
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 資訊管理系碩士班
論文出版年: 100
畢業學年度: 99
語文別: 英文
論文頁數: 106
中文關鍵詞: CRM (Customer Relationship Management)Telecom Services Company
外文關鍵詞: CRM (Customer Relationship Management)Telecom Services Company
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In the recent years, the Vietnamese economy in general, the mobile communications market and mobile operators in particular, in the context that Vietnam has become the 150th member of the World Trade Organization, have been on the process of strong development and international economy integration. Vietnamese enterprises have been facing with keen competitions. To gain advantages in the competitive market, the enterprises must mobilize new resources, value added services on one hand and use their resources economically, on the basis of a long-term, comprehensive and strategic structural planning. The business activities of Vietnamese enterprises nowadays are not only limited within the territory but also expand to other regions/countries in the world. Therefore, the question raised to enterprises is how to improve their competitiveness both in the local and international market.
With low level and weak potential of the enterprises in all aspects, way to improve the effectiveness of production and business activities become the top concern of all enterprises. Particularly in the era of information technology boom, the role of information in improvement of business effectiveness has been continuously increasing. Meanwhile, investment in marketing and customer relationship has not been fully awared by enterprises as its true role in the increasingly competitive business environment.
Vietnamese enterprises in the process of integration have many opportunities as well as challenges. For example, Vietnamese enterprises shall have chance to access to new technologies, to have more foreign investors and customers but also face various challenges in respect of capacity, competition, management level, etc.
Therefore, the application of information management systems now is recognized as a concerned issue not only of the industry’s steering committee but also all Vietnamese enterprises as well as mobile operators in particular. Mobile communications nowadays constitute an integral part of our life and the struggle among the mobile networks in Vietnam becomes more and more drastically. For such reasons, the theme: “Solution to perfect the Customer Relationship Management system of Vietnam Mobile Telecom Services Company – MobiFone” is selected.
The thesis begins to define CRM and propose a CRM model, then analyze and evaluate reality of CRM system application at MobiFone base on that model, therefore identify issues and propose solutions to perfect CRM  system at Vietnam Mobile Telecom Services Company – MobiFone.

In the recent years, the Vietnamese economy in general, the mobile communications market and mobile operators in particular, in the context that Vietnam has become the 150th member of the World Trade Organization, have been on the process of strong development and international economy integration. Vietnamese enterprises have been facing with keen competitions. To gain advantages in the competitive market, the enterprises must mobilize new resources, value added services on one hand and use their resources economically, on the basis of a long-term, comprehensive and strategic structural planning. The business activities of Vietnamese enterprises nowadays are not only limited within the territory but also expand to other regions/countries in the world. Therefore, the question raised to enterprises is how to improve their competitiveness both in the local and international market.
With low level and weak potential of the enterprises in all aspects, way to improve the effectiveness of production and business activities become the top concern of all enterprises. Particularly in the era of information technology boom, the role of information in improvement of business effectiveness has been continuously increasing. Meanwhile, investment in marketing and customer relationship has not been fully awared by enterprises as its true role in the increasingly competitive business environment.
Vietnamese enterprises in the process of integration have many opportunities as well as challenges. For example, Vietnamese enterprises shall have chance to access to new technologies, to have more foreign investors and customers but also face various challenges in respect of capacity, competition, management level, etc.
Therefore, the application of information management systems now is recognized as a concerned issue not only of the industry’s steering committee but also all Vietnamese enterprises as well as mobile operators in particular. Mobile communications nowadays constitute an integral part of our life and the struggle among the mobile networks in Vietnam becomes more and more drastically. For such reasons, the theme: “Solution to perfect the Customer Relationship Management system of Vietnam Mobile Telecom Services Company – MobiFone” is selected.
The thesis begins to define CRM and propose a CRM model, then analyze and evaluate reality of CRM system application at MobiFone base on that model, therefore identify issues and propose solutions to perfect CRM  system at Vietnam Mobile Telecom Services Company – MobiFone.

Abstract  i
Acknowledgements  iii
Tables of Contents  iv
List of Tables  vi
List of Figures  vii
Abbreviations  viii
Chapter 1 Introduction  1
1.1. Overview of mobile communications industry in Vietnam  1
1.1.1. Introduction of mobile communications industry  1
1.1.2. Mobile phone market in Vietnam  2
1.1.3. Roles of mobile communications industry in Vietnam  10
1.1.4. Business environment of mobile communications industry in Vietnam  11
1.2. Overview of Vietnam Mobile Telecom Services Company (MobiFone)  14
1.2.1. Establishment of the Company  14
1.2.2. Functions and tasks of the company  15
1.2.3. Structural organization of the company  15
1.2.4. Major business results of the company  19
1.3. Importance of study  22
1.4. Objectives and mission of study  23
Chapter 2 Literature Review  25
2.1. Basic theoretical review on customer relationship management  25
2.1.1. Concept  25
2.1.2. CRM viewpoints  26
2.1.3. Benefits and importance of CRM for enterprises  30
2.1.4. A CRM model  34
2.1.5. Implementation process of CRM in enterprises  37
2.2. Evaluation functions of CRM system  40
2.2.1. Evaluation functions of CRM system  40
2.2.2. Evaluation on CRM model  43
2.3. Chapter’s conclusion  45
Chapter 3 Research Methodology  45
3.1. Research procedures  45
3.2. Research methods  46
3.3. Data collection  47
3.4. The pilot survey  48
3.5. Data analysis  49
Chapter 4 Data Analysis and Results  51
4.1.  The survey result  51
4.2. Customer Relationship Management (CRM) system at Vietnam Mobile Telecom Services Company - MobiFone  53
4.3. Analysis and evaluation of application steps of CRM system at the company  57
4.3.1. Build up customer database  57
4.3.2. Data analysis and statistics  60
4.3.3. Customer selection  62
4.3.4. Relationship building  66
4.3.5. Efficiency evaluation  68
4.4. Discussion about the result of the research  77
4.4.1. The Company’s strong points and achieved results in CRM system application  77
4.4.2. Some remaining issues of the company  78
4.4.3. Solutions to perfect the CRM system at the company  79
Chapter 5 Limitation and Research Conclusion  98
5.1. Limitation  98
5.2. Conclusion  98
References  99
Appendix 1 – Questionnaire Survey  103
Autobiography  106

[1].Company Report, 2009, “Reports on business and production results in 2006, 2007, 2008 of MobiFone”, The public 15th Anniversary of MobiFone.
[2].Company Report, 2010, “Reports on business of VNPT”, The Labor Heroes Title Receiving and 2010 Plan Implementation Conference of VNPT.
[3]Beeline PR for MobiFone, 2010, Website: http://tintuconline.com.vn/vn/congnghe/434330/index.html

[4].Summary of mobile current mobile phone operators in Vietnam, 2009, Website: http://www.mobifone.com.vn;  http://www.vinaphone.com.vn;
http://www.vietteltelecom.vn; http:www.beeline.vn, http://www.evntelecom.com.vn, http://sphone.com.vn

[5].About MobiFone, 2010, Website: http://www.mobifone.com.vn/web/vn/home/mobifone_history.jsp

[6].Company Report, 2010, “Introduction of Mobile Telecom Communications Centers under MobiFone”, Mobile Telecom Communications Centers.
[7]MobiFone subscription growth from 1993 to 2010, 2010, Website http://www.mobifone.com.vn/web/en/home/mobifone_history.jsp

[8].Company Report, 2010, “Reports on business of VNPT”, The Labor Heroes Title Receiving and 2010 Plan Implementation Conference of VNPT.
[9].MobiFone achievements, 2010, Website: http://www.mobifone.com.vn/web/en/home/mobifone_prizes.jsp

[10].Nguyen Tran Long, 2010, “Why MobiFone took all customer care titles”, Website: http://www.ictnews.vn/Home/vien-thong/Vi-sao-MobiFone-vo-het-cac-giai%C2%A0cham-soc-khach-hang/2010/03/1CMSV526088/View.htm

[11].Le Ngoc Minh-Director of VMS, 2009, “Reports on business of MobiFone in 2009”, 2010, Plan Implementation Conference of MobiFone.
[12].Mobifone Report, 2009, “Reports on business and production results in 2006, 2007, 2008 of MobiFone”, The Public 15th Anniversary of MobiFone.
[13].Le Ngoc Minh-Director of VMS, 2009, “Reports on business of MobiFone in 2009”, 2010, Plan Implementation Conference of MobiFone.
[14].Nevin, J. R., 1995, Fall, “Relationship Marketing and Distribution Channels: Exploring Fundamental Issues”, Journal of the Academy Marketing Sciences,
pp. 327-334.
[15].Bickert, J., 1992, May, “The Database Revolution.” Target Marketing, pp.14-18.
[16].Jackson, B. B., 1985, “Winning and Keeping Industrial Customers: The Dynamics of Customer Relationships”, Lexington, MA: D.C. Heath.
[17].Carman B. – Lather J., website: http://www.unr.edu

[18].Vince K., “CRM in a Down Market”, Website: http://www.kellen.net/CRM_in_a_down_market.ppt

[19].Atul P. and Jagdish N. Sheth, 2001, 2002, “Customer Relationship Management: Emerging Practice, Process, and Discipline”, Journal of Economic and Social Research 3, Preliminary Issue, pp 1-34
[20].Duc Nga, Hong Van, 2007, “Road to the Post and Telecommunication Industry in Vietnam”, Youth Publication
[21].Nguyen Nhu Anh, 2007, “CRM and applications in Post and Telecommunications in Vietnam”, Website http://www.tapchibcvt.gov.vn/News/PrintView.aspx?ID=16426.

[22].Nguyen Nhu Quynh, 2007, “For the best CRM”,  Website: http://www.crmvietnam.com/index.php?q=node/676

[23]Nguyen Van Dung, 2008, “Customer relationship management”. Communication & Transportations Publication
[24].Nguyen Nhu Anh, 2007, CRM and applications in Post and Telecommunications in Vietnam, Website: http://www.tapchibcvt.gov.vn/News/PrintView.aspx?ID=16426.

[25].Nguyen Nhu Quynh, 2007, “For the best CRM”, Website:  http://www.crmvietnam.com/index.php?q=node/676

[26].Nguyen Nhu Quynh, 2007, “For the best CRM”, Website: http://www.crmvietnam.com/index.php?q=node/676

[27].Training documents, 2009, “The Process of customer services and claim settlement at MobiFone”, Company’s training staff.
[28].Training documents, 2009, “The Customer Care System Guidelines”, Company’s training.
[29].Training Documents, 2009, “The surveys on customer satisfactions at MobiFone”, Company’s training.
[30].Training Documents, 2009, “Process on handling of customer calls at MobiFone”. Company’s training staff.
[31].Company Report, 2008, “Reports on business and production results in 2006, 2007 of MobiFone”. The Public 2008 Plan Implementation Conference of MobiFone.
[32].Company Report, 2008, “Reports on business and production results in 2006, 2007 of MobiFone”, The Public 2008 Plan Implementation Conference of MobiFone.
[33].Company Report, 2008, “Reports on business and production results in 2006, 2007 of MobiFone”. The Public 2008 Plan Implementation Conference of MobiFone.
[34].Company Report, 2009, “The surveys by MobiFone on compliance of commitments to customers”, The Company’s labor meeting.
[35].Company Report, 2009, “The surveys by MobiFone on compliance of commitments to customers”. The Company’s labor meeting.
[36].Company Report, 2009, The surveys by MobiFone on compliance of commitments to customers, The Company’s labor meeting.
[37].Company Report, 2009, The surveys by MobiFone on compliance of commitments to customers.  The Company’s labor meeting.
[38].Company Report, 2009, The surveys by MobiFone on compliance of commitments to customers.  The Company’s labor meeting.
[39].Company Report, 2009, The surveys by MobiFone on compliance of commitments to customers.  The Company’s labor meeting.
[40].BSC JSC, 2009, “BSC-VENUS Guidelines 2009”, Website: http://www.bscsoft.com.vn

[41].BSC JSC, 2009, “BSC-VENUS Presentation 2009”, Website: http://www.bscsoft.com.vn

 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
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