3G时代新疆联通销售渠道策略研究

发布时间：2018-04-21 12:52

本文选题：新疆联通 + 3G　；参考：《新疆大学》2013年硕士论文

【摘要】：在通信产业的设备制造商、手机终端厂商、运营商、代理商的共同推动下，在国际大趋势影响下，，第三代移动通信技术（简称3G）已经被广大消费者所了解、认可和接受，3G也在逐渐改变着、影响着我们的生活方式和工作方式。在这四年3G业务的发展中，中国联通凭借WCDMA的产业链优势和自身的努力，连续三年收入增长行业领先，收入市场份额稳步提升，然而在3G尚未完全普及之时，工业和信息化部宣布将在今年发放4G牌照，留给中国联通继续扩大优势的时间变得十分有限。如何把握好3G有限的时间窗口期，迅速提升收入市场份额是新疆联通的首要任务。销售渠道，是产品从生产者到消费者之间的通路，所谓“得渠道者得天下”。3G时代中国联通通过整合上下游产业链资源，撬动了部分社会渠道转和联通合作，虽然有所斩获，但是无论是渠道规模还是渠道的质量与竞争对手中国移动、中国电信都还有很大差距。新疆联通如何把握住最后的时间窗口，整合资源，创新渠道模式，吸引更多渠道与新疆联通合作，从而为4G时代的到来打下牢固的渠道基础，是我们必须面对和研究的问题。渠道兴，则联通兴，渠道败，则联通败。该篇论文以3G新技术应用和渠道概念的介绍为引入,用PEST分析法分析了新疆联通所处的宏观环境，同时用SWOT分析法分析了新疆联通优略势及存在的机遇和风险，并凭借作者本人在中国联通新疆分公司工作近年的工作经历和部分企业内部数据,着重分析了目前新疆联通社会渠道所存在的问题，并对社会渠道的发展方向和经营模式给出了相关可行性建议。
[Abstract]:With the joint promotion of equipment manufacturers, mobile phone terminal manufacturers, operators and agents in the communications industry, and under the influence of the international trend, the third generation mobile communication technology (3G) has been known by the vast number of consumers. Recognition and acceptance of 3G is also gradually changing, affecting our way of life and work. In the development of 3G services in the past four years, China Unicom, with the advantage of WCDMA industry chain and its own efforts, has led the industry in revenue growth for three consecutive years, and its income market share has steadily increased. However, when 3G has not yet been fully popularized, The Ministry of Industry and Information Technology announced it will issue 4G licences this year, leaving China Unicom with limited time to continue to expand its advantage. How to grasp the limited time window of 3G and raise the income market share quickly is the most important task of Xinjiang Unicom. Sales channels are the channels between producers and consumers. In the 3G era, China Unicom, through the integration of upstream and downstream industrial chain resources, has leveraged some social channels and cooperation with Unicom, although some gains have been made. But whether channel scale or channel quality and rival China Mobile, China Telecom still has a big gap. How to grasp the last time window, integrate resources, innovate channel mode, attract more channels and cooperate with Xinjiang Unicom, so as to lay a solid channel foundation for the arrival of 4G era is a problem we must face and study. Channel Xing, then Unicom Xing, channel failure, Unicom failure. This paper introduces the application of new 3G technology and the concept of channel, analyzes the macro environment of Xinjiang Unicom by PEST analysis, and analyzes the advantages and disadvantages, opportunities and risks of Xinjiang Unicom by SWOT analysis. Based on the author's recent work experience in Xinjiang Branch of China Unicom and internal data of some enterprises, the author analyzes the problems existing in the social channels of Xinjiang Unicom. And the development direction and management mode of social channels are given some feasible suggestions.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626.11

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