益阳联通营销渠道优化研究

发布时间：2018-02-24 06:08

本文关键词： 益阳联通营销渠道优化建议　出处：《中南大学》2012年硕士论文　论文类型：学位论文

【摘要】：自从1999年第一次拆分中国电信开始,中国电信业已经历了三次大重组,电信业从完全垄断到引入竞争,从政企合一到政企分开,从两个竞争主体到多个竞争主体,到目前,形成了新移动、新电信、新联通三足鼎立之势。在产品、价格和技术都日趋同质化的今天,各大电信运营商越来越注重营销渠道的建设和研究,“得渠道者得天下”成为电信运营商的核心竞争理念,渠道布局是否合理、渠道体系是否完善成为运营商管理和研究的重心。本文站在理论联系实际的角度,按照“提出问题—分析问题—解决问题”的逻辑思路,从益阳联通营销渠道现状评判入手,通过与当地竞争对手营销渠道的对比分析,以及对联通用户和现有营销渠道的满意度调查,从而提出了益阳联通渠道体系目前存在的四大问题,主要表现为渠道布局不完善、渠道职能区隔不明显、资源分配不均匀、渠道管理不精细等各个方面。本文采用理论研究和实证研究相结合的方法,来探讨优化改进公司目前营销渠道的思路和方法,提出了益阳联通现阶段营销渠道优化整体思路,即“健体系、广布局、促转型、强管控”十二字方针。并通过规范营销渠道标准化布局、社会渠道精细化管理、自营厅职能转型、实施乡镇办网格化营销和优化营销渠道系统支撑等五个方面的具体举措,来全面优化和改进益阳联通现有营销渠道体系,全面提升企业竞争力。本文具有普遍性和较好的应用价值,对于全业务条件下中国通信运营企业如何合理构建营销渠道体系,从而提升企业核心竞争力具有重要参考价值。
[Abstract]:Since 1999, when China Telecom was split up for the first time, China's telecommunications industry has undergone three major reorganizations. The telecommunications industry has gone from complete monopoly to the introduction of competition, from the integration of government and enterprises to the separation of government and enterprises, from two main competition subjects to multiple competition subjects, to the present. Has formed a new mobile, new telecommunications, new Unicom, the trend of the three. In the products, prices and technology are increasingly homogenized today, The major telecom operators pay more and more attention to the construction and research of the marketing channels. The core competition idea of the telecom operators is "get the world from the channels", whether the distribution of the channels is reasonable or not, and whether the channel system is perfect has become the focus of the management and research of the operators. From the angle of combining theory with practice, according to the logic thinking of "posing problem-analyzing problem-solving problem", this paper starts with the evaluation of the current situation of Yiyang Unicom's marketing channel, and through the comparative analysis with the local competitors' marketing channel, As well as the survey on the satisfaction of Unicom users and existing marketing channels, this paper puts forward four problems existing in the channel system of Yiyang Unicom, which mainly show that the distribution of the channel is not perfect, the function of the channel is not obvious, and the distribution of resources is not even. The channel management is not fine and so on each aspect. This paper uses the method of combining theoretical research and empirical research to discuss the ideas and methods of optimizing and improving the current marketing channel of Yiyang Unicom, and puts forward the overall idea of optimizing the marketing channel at the present stage of Yiyang Unicom, that is, "healthy system, wide distribution". Promote transformation, strong control "12 words policy. And through standardizing the marketing channel standardization layout, the social channel fine management, the self-management office function transformation, To implement five specific measures, such as grid marketing for township offices and support for optimizing the marketing channel system, to comprehensively optimize and improve the existing marketing channel system of Yiyang Unicom. This paper has universal and good application value, which has important reference value for how to construct the marketing channel system reasonably in the whole business condition of the Chinese communication operation enterprises, thus to enhance the core competitiveness of the enterprises.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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