案例研究：3G时代SZ移动公司社会渠道变革

发布时间：2018-12-28 12:39

【摘要】：随着第三代通信技术在全球的发展和运用，，2009年中国移动、中国电信、中国联通分别获得了TD-SCDMA、WCDMA、CDMA2003G运营牌照，正式开展3G移动业务的运营。第三代通信技术的运用，带来运营商产品的创新、服务的升级和营销渠道的变革。本文采用案例研究的方法，以SZ移动公司为研究对象，分析SZ移动公司为面对3G时代的市场变化和市场竞争进行的一系列的渠道探索和渠道变革，以及渠道变革后社会渠道存在的问题。SZ移动公司经过2G时代渠道体系的建设，已经形成一套完整的社会渠道体系。随着3G业务的正式上线，原有的社会渠道体系已不能适应市场的竞争需要，为此SZ移动开始社会渠道的探索和渠道变革。本文从渠道构建的基础、渠道架构、渠道成员等方面对SZ移动公司的渠道变革后存在的问题进行了分析，并提出了社会渠道今后改进的方向。在案例研究的正文部分，主要介绍了SZ移动公司渠道发展历程及渠道探索和渠道变革的现状。根据渠道现状提出SZ移动公司社会渠道在构建体系、渠道结构设计、运营支撑及渠道成员管控方面存在的问题。本文最后提出了针对SZ移动公司社会渠道体系优化的方案，包括完善渠道构建的体系，优化渠道结构，匹配相应的运用支撑体系等建议。在案例分析部分，本文主要从技术、政府政策、竞争对手三个方面进行分析。首先，第三代通信技术发展带来移动网络、产品、服务带来的影响和变化。其次，政府对发放3G运营牌照，充分考虑了市场竞争机制引入和资源最优配置。最后，分析竞争对手借助3G发展的契机，推进渠道的升级和变革。
[Abstract]:With the development and application of the third generation communication technology in the world, in 2009, China Mobile, China Telecom and China Unicom respectively obtained the TD-SCDMA,WCDMA,CDMA2003G operation license, and officially launched the 3G mobile business operation. The application of the third generation communication technology brings the innovation of operator's products, the upgrade of service and the change of marketing channel. This paper adopts the method of case study, taking SZ Mobile Company as the research object, and analyzes a series of channel exploration and channel reform of SZ Mobile Company in the face of the market changes and market competition in the 3G era. SZ Mobile Company has formed a complete social channel system through the construction of channel system in the era of 2G. With the official launch of 3G services, the original social channel system can no longer meet the needs of market competition, so SZ Mobile began to explore social channels and channel changes. This paper analyzes the problems existing in the channel reform of SZ Mobile Company from the aspects of the foundation of channel construction, channel structure, channel members and so on, and puts forward the direction of improving the social channel in the future. In the main part of the case study, this paper mainly introduces the development course of SZ mobile channel and the current situation of channel exploration and channel reform. According to the current situation of the channel, this paper puts forward the problems of the social channel of SZ mobile company in building the system, designing the channel structure, supporting the operation and managing the members of the channel. Finally, this paper puts forward the scheme of social channel system optimization for SZ mobile company, including perfecting the channel construction system, optimizing the channel structure, matching the corresponding application support system and so on. In the case analysis part, this article mainly from the technology, the government policy, the competitor three aspects carries on the analysis. First, the third generation communication technology brings about the influence and change of mobile network, product and service. Secondly, the government considers the introduction of market competition mechanism and the optimal allocation of resources. Finally, the analysis of competitors with the opportunity of 3G development, to promote the upgrading and reform of channels.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

【参考文献】