中国联通乌海市分公司营销渠道效能提升研究
发布时间：2018-11-21 15:36
【摘要】：当今,通信行业正处于一个新技术、新业态不断涌现的快速发展时期。电子商务加速发展,云计算和物联网等新技术、新应用与移动通信业务加速融合。3G智能终端正在全面取代2G终端,4G牌照也即将在我国发放。面对外部环境带来的机遇和挑战,中国联通乌海市分公司(简称“乌海联通”)如何在新的市场环境下推动各项业务的可持续性发展,做好营销渠道的效能提升工作是摆在我们面前亟待解决的首要问题。 本文基于市场营销理论、营销渠道理论、电信行业营销渠道理论,运用SW0T分析法、数据分析及比较分析法对乌海联通营销渠道现状进行分析,发现目前乌海联通营销渠道存在的问题以及影响渠道效能提升的内在因素,进而提出营销渠道体系中自有渠道、社会渠道效能提升的具体举措。
[Abstract]:Today, the communication industry is in a new technology, new business type has been emerging in a period of rapid development. With the rapid development of e-commerce, cloud computing, Internet of things and other new technologies, new applications and mobile communication services are being integrated. 3G intelligent terminals are replacing 2G terminals, and 4G licenses will soon be issued in China. Facing the opportunities and challenges brought by the external environment, how does China Unicom Wuhai Branch (referred to as "Wuhai Unicom") promote the sustainable development of all kinds of business under the new market environment? To improve the efficiency of marketing channels is the most important problem to be solved. Based on marketing theory, marketing channel theory, telecommunication industry marketing channel theory, this paper uses SW0T analysis, data analysis and comparative analysis to analyze the current situation of Wuhai Unicom marketing channel. This paper finds out the problems existing in the marketing channel of Wuhai Unicom and the internal factors that affect the improvement of channel efficiency, and then puts forward the concrete measures of improving the efficiency of the marketing channel with its own channel and social channel.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626;F274
本文编号：2347393
[Abstract]:Today, the communication industry is in a new technology, new business type has been emerging in a period of rapid development. With the rapid development of e-commerce, cloud computing, Internet of things and other new technologies, new applications and mobile communication services are being integrated. 3G intelligent terminals are replacing 2G terminals, and 4G licenses will soon be issued in China. Facing the opportunities and challenges brought by the external environment, how does China Unicom Wuhai Branch (referred to as "Wuhai Unicom") promote the sustainable development of all kinds of business under the new market environment? To improve the efficiency of marketing channels is the most important problem to be solved. Based on marketing theory, marketing channel theory, telecommunication industry marketing channel theory, this paper uses SW0T analysis, data analysis and comparative analysis to analyze the current situation of Wuhai Unicom marketing channel. This paper finds out the problems existing in the marketing channel of Wuhai Unicom and the internal factors that affect the improvement of channel efficiency, and then puts forward the concrete measures of improving the efficiency of the marketing channel with its own channel and social channel.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626;F274
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