C市M运营商营销渠道体系的优化设计研究

发布时间：2018-04-04 02:23

本文选题：移动通信　切入点：营销渠道　出处：《电子科技大学》2015年硕士论文

【摘要】：随着中国电信体制改革的深化,特别是运营商的重组,我国电信行业形成了中国移动、中国电信、中国联通三方角力的竞争格局。4G牌照的发放,更标志着中国正式进入4G时代。在这个新的市场环境下,运营商如何更深入地完成渠道的架构设计,如何培育、管理和抢夺优质渠道资源,如何扬长避短、精确定位、精细管理,如何构建符合市场发展趋势的渠道体系,成为三家运营商共同面临的重大课题。本文在分析了C市M运营商渠道体系现状的基础上,发现其存在渠道结构不合理,渠道控制力较弱以及渠道数据业务与终端销售承载能力较低等问题,在这些问题的基础上,论文分析了4G时代的特征及对渠道运营的机遇与挑战,结合C市M运营商在市场环境中的优势、劣势,对C市M运营商的渠道管理中好的做法经验进行总结提炼,提出了能够适应市场发展需要,保持竞争力的复合型渠道体系。通过优化渠道结构、渠道标签定位体系构建、核心渠道维稳、新型营业厅建设、电子渠道优化、营销体系运营等方面精细M运营商营销渠道管理,并从营业员、客户和代理商的角度优化酬金结构,最后从渠道管理方面规范C市M运营商的营销渠道。期望通过这样的方式使得运营商的渠道运营、终端销售等方面的建设能够有所改进,同时能够落实政府对于移动销售建设的政策,最终实现C市M运营商在流量、终端、业务等方面的管理,促使其在4G时代能够起到带头的作用。
[Abstract]:With the deepening of the reform of China's telecommunications system, especially the reorganization of operators, China's telecommunications industry has formed a three-pronged competition pattern of China Mobile, China Telecom and China Unicom.In this new market environment, how do the operators complete the channel architecture design more deeply, how to cultivate, manage and seize the high-quality channel resources, how to take advantage of the advantages, how to avoid the weaknesses, how to accurately position, how to manage,How to set up the channel system in line with the market trend has become a major issue facing the three operators.On the basis of analyzing the current situation of M operator's channel system in C city, this paper finds that the channel structure is unreasonable, the channel control power is weak, and the channel data service and the terminal sales carrying capacity are low, and on the basis of these problems,This paper analyzes the characteristics of 4G era and the opportunities and challenges to channel operation. Combined with the advantages and disadvantages of M operators in C city in the market environment, the paper summarizes and refines the good practices in channel management of M operators in C city.A complex channel system which can meet the needs of market development and keep competitive power is put forward.Through the optimization of channel structure, channel label positioning system construction, core channel stability, new business hall construction, electronic channel optimization, marketing system operation and other aspects of fine M operators marketing channel management, and from the salesperson,From the angle of customer and agent, optimize the structure of remuneration, finally regulate the marketing channel of M operator in C city from the aspect of channel management.It is hoped that the channel operation and terminal sales of operators can be improved in this way, and at the same time, the government's policy on mobile sales construction can be implemented, and finally the M operator in C City will be able to realize the flow and terminal.Business and other aspects of management, it can play a leading role in the 4G era.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F626

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