全业务背景下宁夏移动公司营销渠道策略研究

发布时间：2018-01-15 21:38

本文关键词：全业务背景下宁夏移动公司营销渠道策略研究　出处：《宁夏大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着工信部向三家基础运营商发放4G牌照并取消不对称的政策管控,通信运营商均进入了全业务运营时代,中国通信市场的竞争由此变的愈加激烈,而移动互联网和物联网等高新技术的成熟和应用,也使运营商在提供服务的同时面临着被“管道化”的威胁。面对激烈的竞争局面,运营商在做大做优网络能力的同时,均将营销渠道作为企业核心竞争力的重要组成部分,提出了“渠道为王”的经营理念。中国移动集团作为固网市场的后入者,在全业务运营方面缺少经验,特别是现有的营销渠道体系还不够健全,亟待提升渠道能力。本文以宁夏移动公司营销渠道作为研究对象,以全业务运营为研究视角,以销售渠道相关理论作为研究基础,全面的剖析了宁夏移动公司营销渠道现状,分析并指出宁夏移动营销渠道在结构、效益、功能等方面的不足,提出了全业务运营环境下宁夏移动公司渠道的发展策略。本文结合作者的工作实践从目标市场、渠道结构、运营模式和创新机制四个方面分别对实体渠道、直销渠道、电子渠道提出了具有实践意义的改进策略,期望能为宁夏移动的业务发展和渠道经营提供参考和借鉴。
[Abstract]:As the Ministry of Industry and Information Technology issues 4G licences to three basic operators and cancels the asymmetric policy control, the communication operators have entered the era of full-service operation, and the competition in the Chinese communications market has become more and more fierce. With the maturity and application of high and new technologies such as mobile Internet and Internet of things, operators are faced with the threat of being "managed" while providing services and facing fierce competition. Operators in the larger and better network capabilities, both marketing channels as an important part of the core competitiveness of enterprises. The author puts forward the management idea of "channel is king". As the latter entrant of the fixed network market, China Mobile Group lacks experience in the whole business operation, especially the existing marketing channel system is not perfect enough. This paper takes the marketing channel of Ningxia Mobile Company as the research object, takes the whole business operation as the research angle, and takes the relevant theory of the sales channel as the research foundation. Comprehensive analysis of the current situation of Ningxia mobile marketing channels, analysis and pointed out the Ningxia mobile marketing channels in the structure, efficiency, function and other deficiencies. This paper puts forward the development strategy of the channel of Ningxia Mobile Company under the environment of full-service operation. This paper combines the author's work practice to analyze the entity channel from four aspects: the target market, the channel structure, the operation mode and the innovation mechanism. Direct marketing channels and electronic channels have put forward practical improvement strategies, which are expected to provide reference and reference for the business development and channel management of Ningxia Mobile.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

【参考文献】