移动运营商电话营销项目后评估体系的研究

文章针对移动运营商电话营销渠道的建设历程和特点,提出构建评估体系的关键步骤,从目标、过程、效果、影响、持续性等方面建立全面的后评估指标,针对评价结果的分析,给后续的项目提供良好建议。

Research on Post-Evaluation of Telemarketing Project by Mobile Operator

This article starts with the development of post-project evaluation both home and abroad and proceeds with the common post-project evaluation methods.Based on the history and characteristics of marketing channel of China mobile telephone,a valuation indicator system is established in the areas of target,process,result,influence and sustainability and proposals are given for the follow-up projects.The positive availability of the evaluation methods and valuation indicator system are proven by examples that could be referred to in similar projects but still need revising in the follow-ups.