江苏联通3G渠道冲突管理

发布时间：2018-03-24 20:11

本文选题：营销渠道　切入点：冲突　出处：《华东理工大学》2013年硕士论文

【摘要】：江苏联通作为省内三大运营商之一,3G业务技术优势明显,其销售主要依赖营销渠道,特别是社会渠道,已成为江苏联通3G销售的主力军。渠道作为江苏联通产品销售的主要组成部分,根据销售渠道的性质、实力等又分为不同的类型,江苏联通根据不同类型渠道给予相应的销售佣金。由于渠道众多,部分渠道为了追求短期利益,通过窜货和降价销售3G产品等手段促使自身利益的最大化,但同时对其他渠道的利益产生了较坏的影响,从而导致江苏联通自身利益受损。江苏联通要想解决该问题,必须从对渠道能够行使的权利入手,才能解决渠道方面的冲突。所以本文主要从渠道力的角度出发,分析研究总结江苏联通面临的渠道冲突的解决对策。本文以渠道冲突理论与渠道力理论为基础对江苏联通面临的问题进行详细的分析并通过相关文献的引用总结提炼,在总结理论模型的基础上分析江苏联通3G渠道冲突的主要原因,进而从江苏联通对渠道的管理权力角度为着眼点,分析解决3G渠道冲突的问题。本文对江苏联通3G渠道冲突产生的现象、主要的背景等方面分析找出主要的原因,研究问题的实质,找出江苏联通3G渠道冲突切实可行的解决方案。
[Abstract]:As one of the three major operators in Jiangsu Province, Jiangsu Unicom has obvious technical advantages in 3G business. Its sales mainly depend on marketing channels, especially social channels, and have become the main force of 3G sales of Jiangsu Unicom. As the main component of sales of Jiangsu Unicom products, channels are divided into different types according to the nature and strength of sales channels. Jiangsu Unicom gives corresponding sales commissions according to different types of channels. In order to pursue short-term interests, some channels promote the maximization of their own interests by means of channeling goods and selling 3G products at a lower price, but at the same time they have a relatively bad impact on the interests of other channels. Therefore, if Jiangsu Unicom wants to solve this problem, it must start with the rights it can exercise in order to resolve the conflict in the channel. So this paper mainly starts from the angle of channel force. This paper analyzes and summarizes the countermeasures to solve the channel conflicts faced by Jiangsu Unicom. Based on the theory of channel conflict and the theory of channel force, this paper makes a detailed analysis of the problems facing Jiangsu Unicom and summarizes and refines them by citing relevant documents. On the basis of summing up the theoretical model, this paper analyzes the main causes of the 3G channel conflict of Jiangsu Unicom, and then analyzes the problem of resolving the 3G channel conflict from the angle of the management power of Jiangsu Unicom to the channel. In this paper, the phenomenon of 3G channel conflict in Jiangsu Unicom, the main background and other aspects are analyzed to find out the main reasons, research the essence of the problem, and find out the feasible solution to the 3G channel conflict of Jiangsu Unicom.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626.11

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