中国移动PX分公司营销渠道优化研究

发布时间：2018-06-02 15:56

本文选题：电信运营企业 + 营销渠道　；参考：《北京邮电大学》2012年硕士论文

【摘要】：随着电信业市场竞争的日益激烈,如何实现营销渠道的高效管理已成为运营商的重点工作。进一步优化渠道,增强核心竞争力,以解决目前渠道存在的问题,成为中国移动PX分公司的当务之急。本文运用营销渠道理论及行为科学理论,结合电信运营商特别是中国移动PX分公司的营销渠道现状及存在的问题,通过文献研究、实地调查、定量分析、案例分析等研究方法,探讨中国移动PX分公司营销渠道优化策略。中国移动PX分公司营销渠道存在的问题有社会渠道布局缺乏整体规划、渠道营销手段单一、渠道服务效果欠佳、社会渠道掌控和激励体制不完善、区域经理管理机制不完善等。本文提出的渠道优化策略包括：通过设定渠道规划维度,确定渠道布局的整体规划；开展协同营销、交叉营销、业务直销、网络及电话营销等方式的营销优化策略；建立监督机制、考核机制及激励机制的服务优化策略；通过实施酬金策略、强化沟通、分级策略、共享策略与管理机制等五大措施,满足代理渠道生理、安全、社交、尊重和自我实现的五层次需求,以完善渠道掌控和激励机制；通过改变区域经理工作模式、固化区域经理重点工作、强化区域经理考核体系等措施,完善区域经理管理机制。本文提出的渠道优化策略既是对中国移动PX分公司渠道优化的探索,也为其他同类运营商的农村渠道管理提供了思路。
[Abstract]:With the increasingly fierce competition in the telecom market, how to realize the efficient management of marketing channels has become the key work of the operators. To further optimize the channel, enhance the core competitiveness, to solve the current channel problems, become China Mobile PX branch of the top priority. This paper applies marketing channel theory and behavioral science theory, combined with the current situation and existing problems of telecom operators, especially China Mobile PX Branch, through literature research, field investigation, quantitative analysis, case analysis and other research methods. To discuss the marketing channel optimization strategy of China Mobile PX Branch. The problems of the marketing channel of China Mobile PX Branch include the lack of overall planning of the social channel layout, the single channel marketing means, the poor channel service effect, the imperfect social channel control and incentive system, the imperfect management mechanism of the regional manager, and so on. The channel optimization strategies proposed in this paper include: setting the dimension of channel planning, determining the overall planning of channel layout, carrying out cooperative marketing, cross-marketing, business direct marketing, network and telephone marketing and other forms of marketing optimization strategy; Establishing the service optimization strategy of supervision mechanism, examination mechanism and incentive mechanism, through implementing five measures, such as reward strategy, strengthening communication, grading strategy, sharing strategy and management mechanism, so as to satisfy the physiological, safe and social relationship of agent channel. Respect and self-realization of the five-level needs in order to improve the channel control and incentive mechanism; by changing the work model of regional managers solidified regional managers focus work strengthen the assessment system of regional managers and other measures to improve the management mechanism of regional managers. The channel optimization strategy proposed in this paper not only explores the channel optimization of PX branch of China Mobile, but also provides a train of thought for the rural channel management of other similar operators.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626;F274

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