中国移动SX公司营销渠道集中化战略研究

发布时间：2017-12-27 03:13

本文关键词：中国移动SX公司营销渠道集中化战略研究　出处：《山西大学》2016年硕士论文　论文类型：学位论文

【摘要】：过去的十年,被誉为电信行业发展的黄金十年,而电信行业的发展从来都与其营销渠道紧密相关,中国移动快速发展的背后是其营销渠道的广泛布局。营销渠道是市场竞争中最重要的环节之一,其运营效率的高低、市场应变能力的快慢是决定运营商在市场竞争中是否成功的关键因素。随着4G技术的大规模推广和移动互联网的快速发展,大量新业务、新产品、新服务应运而生,在改变了人们生活方式的同时,也悄然影响着运营商传统的营销和服务模式,为运营商的经营和发展提出了新的挑战。目前,SX移动对渠道的管理还执行分散化、属地化的科层管理模式,这种管理模式存在层级较多、支撑手段不足等诸多问题,严重制约了销售渠道的经营效益、运营效率和企业的长远发展。本文以营销渠道的理论为基础,立足SX移动,通过迈克尔·波特的五力模型,对通信行业面临的竞争环境进行了深入剖析,进而引申出竞争环境变化对渠道管理提出的新要求。文章通过对SX移动渠道管理的结构体系、管理现状进行研究,对公司的营销环境变化和渠道模式进行认真分析,指出了SX移动存在的问题和面临的挑战。在对国内外优秀运营商营销渠道集中化的现状及成功经验进行深入研究的基础上,充分论证了营销渠道集中化的充分性和必要性。同时,结合工作实际,总结归纳出SX移动渠道集中化的具体实施方案,即:SX移动的营销渠道集中化应从产品营销、特许经营、社会渠道集中管理、建立连锁化体系等四个方面着手进行具体实施。营销渠道集中化作为一项系统工程,在对各类营销渠道进行集中化的同时,还需必要的组织管体系和支撑体系予以配套和支撑,通过设计更加灵活的组织架构和全方位的支撑体系,对营销渠道集中化战略进行有效配合和支持,进而打造渠道集中化的综合体系,构建SX移动营销渠道的核心竞争优势。
[Abstract]:Over the past ten years, it has been known as the golden ten years of the development of the telecommunications industry, and the development of the telecommunications industry has always been closely related to its marketing channels. Behind the rapid development of China Mobile is its wide distribution of marketing channels. Marketing channel is one of the most important links in the market competition. Its operation efficiency and the speed of market strain are the key factors that decide whether the operator is successful in the market competition. With the rapid development of 4G technology and large-scale promotion of mobile Internet, a large number of new businesses, new products, new services have emerged, in changing the way people live at the same time, also quietly affect marketing and service mode of traditional operators, put forward new challenges to the operation and development of operators. At present, the management of SX mobile also has decentralized management and localized management mode. There are many problems such as many levels, insufficient supporting means and so on, which seriously constrains the business efficiency, operation efficiency and long-term development of sales channels. Based on the theory of marketing channel and based on SX mobile, this paper analyzes the competitive environment faced by the communication industry through Michael Porter's five force model, and further expands the new requirements of the competition environment change to channel management. This paper studies the structure and management status of SX mobile channel management, and makes a careful analysis of the company's marketing environment change and channel mode. It points out the problems and challenges faced by SX mobile. On the basis of in-depth study of the current situation and successful experience of excellent channel operators at home and abroad, this paper demonstrates the adequacy and necessity of marketing channel centralization. At the same time, combined with the actual work, the specific implementation plan of SX mobile channel centralization is summarized, that is, the centralization of SX mobile marketing channels should be carried out in four aspects: product marketing, franchising, centralized management of social channels, and establishment of chain system. Centralized marketing channel as a system engineering, the centralized and the various marketing channels, but also need the necessary organization management system and the support system to support and support, through the design of a more flexible organizational structure and support system in all aspects, to effectively cooperate with and support the strategy of marketing channel set, and then create channels of centralized integrated system, construction of SX mobile marketing channel core competitive advantage.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F626;F274

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