武汉电信渠道整合战略研究

发布时间：2018-06-22 22:24

本文选题：武汉电信 + 渠道建设　；参考：《中南民族大学》2013年硕士论文

【摘要】：由于在2008和2009年间发布的（3G）泛CDMA技术移动通信改革实施，新一轮第三代通信牌照开始发放，这是一个全新的开始以及3G业务和其他业务的拓展机会，中国电信集团公司将迎来这个机会。近年来在武汉电信业务的情况并不十分有利的情况下，希望借这个机会，通过渠道建设与整合的改进措施，推动移动业务快速发展。所以，武汉电信希望积极开展整体全方位项目经营。实现产品的交换和服务是渠道的主要功能，其价值是与顾客沟通的重要载体，可以实现信息的采集和传输，把握客户和竞争对手的市场信息，为买家和卖家都提供方便，协调供应与需求之间的矛盾，为客户提供满意的产品和服务，用户产品和服务信息的交付，是营销和服务目标的主要功能。武汉电信的渠道建设相对于联通和移动处在弱势地位，，所以武汉电信渠道策略具有重要的现实意义。与整合中应采取什么策略来适应业务的需要，成为武汉电信解决方案的一个问题。本文对武汉电信有针对性的从四个方面采取着重有效的研究，建设渠道的方法：首先，对国内电信运营商的现有渠道体系的建设情况进行了分析，再对武汉移动服务运营商的渠道建设进行了分析。然后结合渠道建设的相关理论，对武汉电信渠道体系现状进行分析。最后，根据武汉电信的现状，结合相关理论，提出了武汉电信渠道建设策略，将自己的渠道和渠道的合作为主导，社会总代理渠道为辅，通过目标客户的核心辐射扩展到整个市场渠道；利用现有建设，进一步扩大改进实体渠道，提高和巩固直销及电子渠道，关注客户消费过程体验，更好扩展营销渠道的整合能力，打造一个高效扁平化营销渠道分配和管理系统。最后，在文章的最后对结果进行了讨论和指出了文章的创新和不足之处。
[Abstract]:As a result of the implementation of the (3G) Pan-CDMA technology mobile communications reform released between 2008 and 2009, a new round of third-generation communications licences has been issued, which is a new start and an opportunity to expand 3G services and other services. China Telecom Corporation will welcome this opportunity. In recent years, the situation of Wuhan telecom service is not very favorable, I hope to take this opportunity to promote the rapid development of mobile service through the improvement measures of channel construction and integration. Therefore, Wuhan Telecom hopes to actively carry out the overall all-round project management. Product exchange and service is the main function of the channel, its value is an important carrier of communication with customers, can realize the collection and transmission of information, grasp the market information of customers and competitors, and provide convenience for both buyers and sellers. The main function of marketing and service target is to coordinate the contradiction between supply and demand, to provide customers with satisfactory products and services, and to deliver the information of users' products and services. Compared with Unicom and Mobile, the channel construction of Wuhan Telecom is in a weak position, so the channel strategy of Wuhan Telecom has important practical significance. What strategy should be adopted to meet the needs of the business has become a problem in Wuhan Telecom solution. This paper focuses on four aspects of Wuhan Telecom to take effective research, channel construction methods: first, the domestic telecom operators of the existing channel system construction situation is analyzed. Then the channel construction of Wuhan Mobile Service operator is analyzed. Then combined with the relevant theory of channel construction, the current situation of Wuhan telecom channel system is analyzed. Finally, according to the current situation of Wuhan Telecom, combined with the relevant theories, this paper puts forward the construction strategy of Wuhan Telecom Channel, which takes its own channel and channel cooperation as the leading factor, and the social general agency channel as the supplement. Extend to the entire market channel through the core radiation of the target customer; utilize the existing construction, further expand and improve the physical channel, enhance and consolidate the direct selling and electronic channel, pay attention to the customer consumption process experience, Better expand the integration of marketing channels, create an efficient flat marketing channel distribution and management system. Finally, the paper discusses the results and points out the innovation and inadequacies of the paper.
【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F626

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