山东移动枣庄分公司营销渠道转型研究

发布时间：2018-03-30 12:23

本文选题：营销渠道　切入点：分销渠道　出处：《哈尔滨理工大学》2017年硕士论文

【摘要】：枣庄移动公司是一家属于通信行业的服务性企业,目前主营语音通信、4G、WLAN、宽带、集团信息化产品等个人、家庭、集团通信多种业务。在随着通信市场竞争日益激励、用户规模饱和的情况下,虽然枣庄移动公司的市场占有率还居于领先地位,但是其市场行业份额不升反降,用户规模增长缓慢。与此同时,早期市场发展时遗留下一些问题成为了制约公司发展的屏障,其中代理渠道问题是实际营销中面临的最重要、且首要亟待于解决的一个问题。枣庄移动公司渠道的特殊性、重要性不仅在于代办渠道是公司目前体系最庞大的销售通道;而且在于它直接接触客户、向客户传递服务的通道。代办渠道管理不善,一方面影响了市场的占有率,另一方面也会使移动公司的服务质量大打折扣并最终损坏公司的形象以及影响客户对移动公司的感知。目前,枣庄移动代办渠道随着移动业务范围的扩大、实名制入网的国家规定、以及用户满意度越来越难以满足等趋势,逐渐暴露出一些严重问题,例如恶性竞争导致入网门槛低、新增用户数与净增用户数比例极低、代理商服务能力参差不齐等等。这些问题已经开始影响到枣庄移动公司业务发展,所以渠道机构改革对于枣庄移动公司来说是刻不容缓。本文立足于以上枣庄移动分公司的实际特点与背景,并结合枣庄通信行业市场的现状以及未来可能发展变化,充分论证了移动公司营销渠道转型的必要性,在研究过程中查阅了大量的国内外关于营销渠道的研究,然后从实证的角度出发,分析了枣庄通信市场营销的宏观环境、微观环境、行业竞争环境,提出了枣庄移动分公司的营销渠道转型的机构模型,最后并对模型方案的实际可行性做出了评价,希望以此作为枣庄移动分公司市场部渠道转型的依据参考。
[Abstract]:Zaozhuang Mobile Company is a service enterprise belonging to the communication industry. At present, it is mainly engaged in voice communication 4G WLAN, broadband, group information products and other individuals, families and groups. Even though Zaozhuang Mobile still has a leading market share, the market share of Zaozhuang Mobile has declined instead of rising, and the number of users has grown slowly. Some problems left over from the early market development have become a barrier to the development of the company. Among them, the agency channel problem is the most important one in the actual marketing, and the most urgent problem needs to be solved. The particularity of the channel of Zaozhuang Mobile Company, The importance lies not only in the fact that the agency channel is the largest sales channel in the company's current system, but also in its direct contact with the customer and the channel through which the service is delivered to the customer. The poor management of the agency channel affects the market share on the one hand. On the other hand, it will make the service quality of the mobile company greatly reduced and ultimately damage the image of the company and affect the customer's perception of the mobile company. At present, the channel of Zaozhuang mobile agency expands with the expansion of the mobile business scope. The national regulations of the real-name system and the trend that user satisfaction is becoming more and more difficult to meet has gradually exposed some serious problems, such as the low threshold of entry due to vicious competition, and the extremely low ratio of new users to net increased users. The ability of agents to serve is uneven and so on. These problems have begun to affect the business development of Zaozhuang Mobile Company. Therefore, the channel organization reform is urgent for Zaozhuang Mobile Company. This paper bases on the actual characteristics and background of the above Zaozhuang Mobile Branch, and combines the current situation of the Zaozhuang communication industry market and the possible development and changes in the future. This paper fully demonstrates the necessity of the marketing channel transformation of mobile company, and in the course of the research, looks up a large number of domestic and foreign research on the marketing channel, and then, from the perspective of empirical analysis, analyzes the macro environment of Zaozhuang communication marketing. Micro environment, industry competition environment, proposed Zaozhuang mobile branch marketing channel transformation of the institutional model, and finally made an evaluation of the practical feasibility of the model scheme, I hope to use this as a reference for the marketing channel transformation of Zaozhuang Mobile Branch.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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