铁岭移动公司营销渠道管理提升策略研究

发布时间：2017-12-31 13:26

本文关键词：铁岭移动公司营销渠道管理提升策略研究　出处：《吉林大学》2012年硕士论文　论文类型：学位论文

【摘要】：营销渠道是企业与客户之间沟通的桥梁，是联系客户的重要纽带，因此，在市场营销中，营销渠道扮演着重要的角色。作为载体，渠道承担着确保整个营销过程畅通的责任。任何一个企业，无论其产品如何优质，价格如何低廉，没有优质的营销渠道，客户就无法获得产品和服务，而企业也无法实现其产品和服务的价值。所以说，营销渠道的规划和管理是增强企业竞争力的重要手段和长期战略。随着通信技术不断进步，通信行业也取得了突飞猛进的发展，行业的重组和3G牌照的发放，使中国通信行业正式进入3G时代。通过对现有资源的有效整合，三大运营商同时进入全业务运营时代。市场环境突变导致运营商之间的竞争日趋激烈，全业务运营后，产品同质化，价格差距缩小，服务质量相近，各方面因素大同小异，而唯一无法复制的只有渠道。因此，营销渠道对于电信企业来讲尤为重要。重组之前，，中国移动凭借优质的网络、卓越的服务，始终引领着行业的发展。而重组之后，面对市场环境的变化，网络技术的发展、政策法规的监管等一系列机遇和挑战，如何适应市场环境，提升核心竞争力，继续保持行业领先优势是函待解决的问题。本文以营销渠道相关理论为基础，从工作实际出发，介绍了在不同发展阶段的营销渠道发展模式，同时介绍了铁岭移动公司的基本组织架构、市场情况以及营销渠道现状，通过全面客观地分析铁岭移动面临的市场环境和渠道现状，结合全新的市场环境，指出现有营销渠道存在结构布局不合理、营销能力弱、忠诚度低、服务质量差等问题。在实际运营过程中，综合运用“SWOT”分析法，详细分析了自身的优势和劣势，指出了今后面临的机遇和威胁。同时提出“渠道转型”理论，并指出铁岭移动在“渠道转型”中实施“星级管理”，调整酬金结构等具体的操作步骤和方法。通过分析电子渠道、自有渠道、社会渠道、区域中心存在的问题，提出了加强电子渠道宣传、加快自有渠道建设、加强社会渠道管理、重视区域中心考核等一系列切实可行的管理提升策略。最后，为确保各项工作的顺利开展，提升工作执行力，针对具体工作提出策略实施的措施和保障。
[Abstract]:Marketing channel is a bridge between enterprises and customers, is an important link between customers, therefore, in marketing, marketing channels play an important role as carriers. Channels bear the responsibility to ensure the smooth flow of the entire marketing process. Any enterprise, no matter how high quality its products, how cheap, no quality marketing channels, customers will not be able to obtain products and services. Therefore, the planning and management of marketing channels is an important means and long-term strategy to enhance the competitiveness of enterprises. With the continuous progress of communication technology, the communication industry has also made rapid development, the restructuring of the industry and the issuance of 3G licences. Through the effective integration of existing resources, the three major operators have entered the era of full-service operation at the same time. The sudden change of market environment leads to the increasingly fierce competition among operators. After the operation of the whole business, the product is homogenized, the price gap is narrowed, the service quality is similar, the factors in all aspects are similar, and the only thing that can not be replicated is the channel. Marketing channel is particularly important for telecom enterprises. Before reorganization, China Mobile, with excellent network, excellent service, always lead the development of the industry. After the reorganization, facing the changes of market environment. The development of network technology and the supervision of policies and regulations are a series of opportunities and challenges. How to adapt to the market environment, enhance the core competitiveness, and continue to maintain the leading edge of the industry is a problem to be solved. Based on the theory of marketing channel, this paper introduces the development mode of marketing channel in different development stages, and introduces the basic organization structure of Tieling Mobile Company. Market situation and marketing channel status, through a comprehensive and objective analysis of Tieling Mobile facing the market environment and channel status, combined with a new market environment, pointed out that the existing marketing channel structure layout is unreasonable. The marketing ability is weak, the loyalty is low, the service quality is poor and so on. In the actual operation process, the comprehensive use "SWOT" analytic method, has analyzed its own superiority and the inferiority in detail. This paper points out the opportunities and threats in the future, and puts forward the theory of "channel transformation", and points out that Tieling Mobile implements "star management" in "channel transformation". Through analyzing the problems existing in electronic channels, self-owned channels, social channels and regional centers, the author puts forward some suggestions on strengthening the propaganda of electronic channels and speeding up the construction of their own channels. Strengthen the management of social channels, attach importance to the assessment of regional centres and other practical management promotion strategies. Finally, in order to ensure the smooth development of the work, enhance the implementation of the work. According to the concrete work, the paper puts forward the measures and guarantees of the implementation of the strategy.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

【参考文献】