中国电信张家界分公司营销渠道策略研究

发布时间：2018-01-13 05:10

本文关键词：中国电信张家界分公司营销渠道策略研究　出处：《湖南大学》2014年硕士论文　论文类型：学位论文

【摘要】：移动互联网蓬勃发展,各种类型的OTT业务逐渐侵蚀着传统电信运营商的利润空间,消费者的需求和产品购买习惯也出现着巨大的变化,中国电信业内率先提出企业战略转型的目标,期望通过产品、渠道、服务、机制上进行大刀阔斧的改革,适应社会发展的需要,再造一个新电信,成为新型的互联网企业。按照企业层级分工,机制、产品及服务等工作主要由集团公司、省公司操盘,张家界电信的主要任务是对现有营销渠道深入研究,认识并正视当前渠道覆盖的问题,采取多种有效手段,快速的响应客户需求,扩大销售半径,为企业的战略转型夯实基础。本文以张家界电信现有营销渠道作为研究蓝本,从四个层面归纳梳理渠道变革的策略及实施方案。首先,通过回顾国内外电信行业营销发展历程,借鉴历史经验支撑国内电信运营商渠道变革；第二,运用PEST分析、波特五力分析、SWOT分析等方法探讨张家界电信营销渠道的宏观／微观环境,根据张家界电信的业务范围、经营现状、竞争现状,重点分析渠道建设面临的问题和挑战；第三,确立张家界电信渠道优化的整体思路,搭建并完善直销渠道、实体渠道、电子渠道以及新型互联网渠道,明确演进蓝图及实施关键点；最后制定渠道激励策略和渠道协同策略,引导各个渠道的协调发展,提升服务感知,进一步提升渠道服务能力,实现对渠道的有效管理和合理控制。在移动互联网的大背景、大趋势下,本文剖析了张家界电信渠道建设的策略,为提升企业渠道服务能力,改善服务质量等方面提供借鉴和建议。通过理论联系实际,为业界相关企业梳理新环境下渠道建设要点,提供更加符合客户需求和购买习惯的渠道布局方案。
[Abstract]:With the rapid development of mobile Internet, various types of OTT services gradually erode the profit space of traditional telecom operators, and consumer demand and product purchase habits are also undergoing tremendous changes. China's telecommunications industry is the first to put forward the goal of strategic transformation of enterprises, hoping to carry out radical reforms through products, channels, services and mechanisms to meet the needs of social development, and to create a new telecommunications industry. Become a new type of Internet enterprise. According to the division of labor at enterprise level, mechanism, products and services are mainly operated by group companies, provincial companies, Zhangjiajie Telecom's main task is to in-depth study of existing marketing channels. We should recognize and face up to the problems of current channel coverage, adopt various effective means, respond to customer demand quickly, expand the sales radius, and lay a solid foundation for the strategic transformation of enterprises. In this paper, Zhangjiajie Telecom marketing channels as the research blueprint, from four levels to sort out the channel reform strategy and implementation plan. First, by reviewing the domestic and foreign telecommunications industry marketing development process. Using historical experience to support the channel reform of domestic telecom operators; Second, the use of PEST analysis, Porter five power analysis and other methods to explore the Zhangjiajie telecom marketing channels macro / micro environment, according to the business scope of Zhangjiajie Telecom, business situation. The present situation of competition and the analysis of the problems and challenges faced by the channel construction; Third, establish the overall thinking of Zhangjiajie telecommunications channel optimization, build and improve direct marketing channels, physical channels, electronic channels and new Internet channels, clear the evolution blueprint and implementation of the key points; Finally, we make the channel incentive strategy and channel coordination strategy, guide the coordinated development of each channel, enhance the service perception, further enhance the channel service ability, and realize the effective management and reasonable control of the channel. In the background and trend of mobile Internet, this paper analyzes the strategy of Zhangjiajie telecom channel construction, in order to enhance the enterprise channel service capacity. To improve the quality of service and other aspects to provide reference and advice. Through theoretical integration with practice, to sort out the key points of channel construction under the new environment for related enterprises in the industry, and to provide a channel layout scheme more in line with customer needs and purchasing habits.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F626;F274

【参考文献】