广东联通营销渠道转型与协同策略研究

发布时间：2018-01-19 03:30

本文关键词： 营销渠道转型协同体验式营销电子渠道　出处：《北京邮电大学》2012年硕士论文　论文类型：学位论文

【摘要】：在全业务经营背景下,三大基础运营商的业务、产品和渠道类型逐渐趋同,运营商的渠道体系面临新的挑战,运营商对社会渠道的竞争将更加白热化,同一运营商内部自营渠道、社会渠道、电子渠道和直销渠道等各渠道的产能和效益提升,以及各渠道间信息共享和协同工作机制将更加重要,只有对各类渠道进行转型升级和协同管理,才能形成多渠道融合发展的局面。本文主要对广东联通营销渠道的转型和协同管理进行研究。本文渠道运营的深度转型与变革创新工作主要围绕社会渠道、自营渠道和电子渠道等三大主要渠道。在社会渠道转型方面,提出了深度营销转型、体验式拉动和强化掌控力等三大举措；在自营渠道转型方面,明确定位了自营渠道转型的三大目标：向全业务营销、服务营销和体验式主动营销转型,并提出了自有营业厅创新运营体制改革方案,实现营业厅专业化、连锁化、垂直化管理,全面提升自有营业厅销售、服务效能效益；在电子渠道方而,定位为将电子渠道打造成公司销售和服务的主渠道的目标,提出以微博等新型服务模式为代表、以抢占互联网流量入口为目标的创新型互联网营销服务体系,并对电渠未来深度转型方向作了探索。针对当前运营商在混合渠道体系结构下的多渠道协同遇到的信息共享不足、协同性缺乏,甚至渠道冲突等问题,需要对全业务渠道进一步加强优化、整合统筹管理,强化全渠道的规划、建设和渠道复用、协同推进工作,建立以电子渠道为纽带的线上渠道、实体渠道、直销渠道等多渠道协同体系,打造具有广东联通特色的类020模式的运营商电商模式。本文提出的渠道转型和协同策略已在广东联通部分地市进行实施,对渠道综合效能提升显著。本文的研究成果对处于电信业务转型期中的广东联通的渠道运营管理具有重要的指导意义。
[Abstract]:Under the background of the whole business operation, the business, product and channel types of the three basic operators gradually converge. The channel system of the operators is facing new challenges, and the competition of the operators to the social channels will become more intense. It will be more important to improve the production capacity and benefit of the same operator's own channel, social channel, electronic channel and direct marketing channel, as well as the information sharing and cooperative working mechanism among the channels. Only through the transformation and upgrading of all kinds of channels and cooperative management can we form a situation of multi-channel integration and development. This paper mainly studies the transformation and cooperative management of Guangdong Unicom marketing channel. In this paper, the deep transformation and innovation of channel operation mainly revolves around three major channels: social channel, self-supporting channel and electronic channel. In the aspect of social channel transformation, the paper puts forward the deep marketing transformation. Experience pull and strengthen the control of the three major measures; In the aspect of self-management channel transformation, the paper clearly defines the three major objectives of self-management channel transformation: to full-service marketing, service marketing and experiential active marketing transformation, and puts forward the reform scheme of innovative operation system of its own business office. Realize the business hall specialization, chain, vertical management, improve the sales of its own business hall, service efficiency and efficiency; On the electronic channel side, it is the target to make the electronic channel into the main channel of the company's sales and service, and the new service mode such as Weibo is proposed as the representative. An innovative Internet marketing service system aiming at grabbing the entrance of Internet traffic is proposed, and the direction of deep transformation of power channel in the future is explored. In view of the problems of information sharing, lack of coordination and even channel conflict that operators encounter under the mixed channel architecture, it is necessary to further enhance the optimization of the whole service channel. Integrate overall management, strengthen the planning, construction and reuse of all channels, work together to promote the establishment of electronic channels as a link of online channels, physical channels, direct marketing channels and other multi-channel coordination system. Guangdong Unicom to create the characteristics of the class 0-20 mode of the operator e-commerce model. The channel transformation and coordination strategy proposed in this paper have been implemented in some cities of Guangdong Unicom. The research results of this paper have important guiding significance to the channel operation management of Guangdong Unicom in the transition period of telecom business.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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