中国移动阳朔分公司营销渠道改进策略研究

发布时间：2018-03-11 10:30

本文选题：市场营销　切入点：营销渠道　出处：《广西师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：进入新的世纪,社会的各个方面呈现出全新的发展形态,深刻的变化是社会发展的标志,商业做为社会最敏感的分子,更是出现了质的变化,尤其是营销渠道被推到了前所未有的重要地位,比起产品的品质,产品的价格,如果没有便捷、高效、畅通的营销渠道,所有的基础性产品都成为死水一潭,企业的产品和服务就不能和客户对接,不能建立起商业关系,企业无从追求利润。因此,企业要想长久发展,必须高度重视产品营销渠道的优化,形成最适合自己企业的营销渠道,并建立长效修正机制,以确保在应对瞬息万变的商业竞争中占得先机。近年来,世界通信技术发展突飞猛进,中国的通信行业也进入了黄金发展时期,使中国的通代技术走在了世界的前列。但中国的通信商业领域相比全球的竞争,竞争更加残酷。大运营商多次重组,面对日新月异的新技术发展,面对新客户群体的特征变化,世界上没有哪种营销法则能适应这种变化,特别是目前中国移动公司面临的种种冲击和压力,目前处于领先地位,如果只注重保持地位而不再开拓创新,必将束缚手脚,发展缓慢或滞后,要在企业竞争中占得先机,就必须率先改变营销渠道,巩固已有产品的技术、服务等优势,开发出适合自己、适合目前形势和各方面要求的营销渠道,保持中国移动的核心的竞争力,做世界级百年企业。本文在研究国内外相关文献以及阐述营销渠道研究相关理论的基础上,以中国移动阳朔分公司为例,分析中国移动阳朔分公司市场营销的宏观环境,运用SWOT分析中国移动阳朔分公司内部的优劣势和外部的机会与威胁,在此基础上,描述中国移动阳朔分公司营销渠道的现状,分析其营销渠道存在的问题,主要表现在:一是渠道功能单一;二是渠道服务意识较差;三是社会渠道掌控力不足;四是存在渠道冲突等问题,究其原因主要由渠道控制力度有限、营销渠道的精确化管理程度低以及审批布局不合理等原因导致,为此,本文认为,中国移动阳朔分公司应明确其营销渠道改进的目标和思路,并提出以下对策建议:第一,渠道分级分层管理;第二,委托加盟及引商入店管理;第三,租赁专区专柜管理;第四,掌控核心渠道政策;第五,提高门店补贴政策;第六,资源整合促销管理。最后提出营销渠道改进方案的实施对策。
[Abstract]:In the new century, all aspects of society have taken on a new form of development. Profound changes are the hallmarks of social development. As the most sensitive elements of the society, business has even changed qualitatively. In particular, marketing channels have been pushed to an unprecedented importance. Compared with the quality of products, the price of products, and without convenient, efficient and unimpeded marketing channels, all basic products become a dead pool. The products and services of an enterprise cannot be connected with its customers, can't establish a commercial relationship, and an enterprise cannot pursue profits. Therefore, if an enterprise wants to develop for a long time, it must attach great importance to the optimization of the marketing channels of its products. Create marketing channels that are best suited to their own businesses, and establish long-term correction mechanisms to ensure that they take the lead in dealing with rapidly changing business competition. In recent years, the world's communications technology has grown by leaps and bounds. China's communications industry has also entered a golden period of development, which has put China's communications technology in the forefront of the world. However, compared with the global competition, the competition in China's telecommunications business field is more brutal. Large operators have been reorganized many times. In the face of the rapid development of new technologies and the changes in the characteristics of new customer groups, there is no marketing law in the world that can adapt to this change, especially the various shocks and pressures currently facing China Mobile, which are now in a leading position. If we only pay attention to keeping our position and not opening up innovation, we will bound hands and feet, slow development or lag behind. If we want to take the lead in the competition of enterprises, we must take the lead in changing the marketing channels and consolidating the advantages of existing products, such as technology, service, etc. To develop marketing channels suitable for themselves, for the current situation and for all aspects, so as to maintain the core competitiveness of China Mobile, Based on the research of domestic and foreign literature and the theory of marketing channel research, taking Yangshuo Branch of China Mobile as an example, this paper analyzes the macro marketing environment of China Mobile Yangshuo Branch. Using SWOT to analyze the internal advantages and disadvantages and the external opportunities and threats of China Mobile Yangshuo Branch. On this basis, the paper describes the current situation of the marketing channel of China Mobile Yangshuo Branch, and analyzes the problems existing in its marketing channel. The main manifestations are as follows: first, the channel function is single; second, the channel service consciousness is poor; third, the social channel control power is insufficient; fourth, there are some problems such as channel conflict, which is mainly caused by the limited channel control. Because of the low degree of accurate management of marketing channel and unreasonable layout of approval, this paper thinks that Yangshuo Branch of China Mobile should make clear the target and train of thought of improving its marketing channel, and put forward the following countermeasures and suggestions: first, Channel hierarchical management; second, entrustment to join and attract merchants into the store management; third, leasing zone counter management; 4th, control core channel policy; 5th, improve store subsidy policy; 6th, Finally, the author puts forward the implementation countermeasures of the marketing channel improvement scheme.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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