邢台移动公司终端销售渠道建设研究

发布时间：2018-01-29 00:25

本文关键词： 电信行业终端销售销售渠道渠道整合邢台移动　出处：《北京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着科技技术的不断发展以及经济一体化的影响,自上世纪以来国际电信行业就随着第三次科技革命的爆发而获得的巨大的变化及发展。而在我国,随着改革开发政策的实行,我国的电信行业也随之快速发展并取得了一些惊人的成果。电信行业在短时间内完成了一个大规模的覆盖面广泛的电信网络并且一直保持着较高数量的电信用户数量。在电信行业市场扩大的同时,电信业间的竞争也逐渐激烈。目前,在国内发展较快的电信运营商主要包含有：中国移动、中国联通、中国电信、中国铁通等在内的电信公司。这些电信运营商们在电信业的相互竞争相互影响的状态打破了电信行业的垄断形式,并促使各个通信运营商为了提升自有知名度、为群众带来更好的电信服务,从而创造在业内无可取代的特色服做出更进一步的努力。2008年以后,中国电信行业的再一次整合,运营商之间的竞争进一步加剧。电信运营商认识到电信行业建立市场销售渠道的重要性,并逐步完善中国移动内部的经营管理。本文主要开展的是关于邢台移动公司在终端销售渠道建设方面的研究。一方面,本文主要介绍邢台移动关于终端销售渠道建设方面的研究背景、研究的目的和意义以及国内外的研究现状进行综合的阐述,建立本文的研究框架,并引入了关于销售渠道建设的相关理论,并详细说明了销售渠道的具体含义、销售渠道的结构模式以及销售渠道整合等；另一方面,本文还对邢台移动建立终端销售渠道的内容以及重要意义进行了分析和介绍,根据中国移动在终端销售渠道建设的情况下进行总结分析,不仅从邢台移动自身内部环境剖析终端销售渠道建设的现在,还分析了邢台移动的竞争对手在终端销售渠道方面建设的情况,从而更好的对比分析中国移动销售渠道建设的具体情况,在此基础之上,本文结合前几个部分的介绍与分析,从管理模式、品牌管理以及渠道建设等方面进行分析,邢台移动在销售渠道建设方面存在的问题与不足之处,并有针对性的制定相应的改进和完善策略,以期提高邢台移动在终端销售渠道建设方面的能力和完善邢台移动销售渠道建设的相关政策。
[Abstract]:With the continuous development of science and technology and the impact of economic integration, since 0th century, the international telecommunications industry has obtained tremendous changes and development with the outbreak of the third scientific and technological revolution in China. With the implementation of reform and development policy. With the rapid development of telecommunication industry in China, some remarkable achievements have been made. In a short period of time, the telecommunication industry has completed a large-scale and extensive telecommunication network and has maintained a high number of telecommunication users. Quantity. At the same time, the competition between the telecom industry is becoming more and more fierce. At present, the domestic telecom operators mainly include: China Mobile, China Unicom, China Telecom. Telecom companies such as China Railcom. These telecom operators' competition and mutual influence in the telecommunications industry broke the monopoly of the telecommunications industry, and prompted the telecommunications operators to enhance their own reputation. For the masses to bring better telecommunications services, so as to create irreplaceable in the industry to make further efforts. After 2008, the Chinese telecommunications industry once again integration. Telecom operators realize the importance of establishing marketing channels and gradually improve the internal management of China Mobile. On the one hand, this paper mainly introduces the research background of Xingtai Mobile on the terminal sales channel construction. The purpose and significance of the research as well as the current situation of domestic and foreign research are comprehensively elaborated, the research framework of this paper is established, and the relevant theory of sales channel construction is introduced, and the specific meaning of sales channel is explained in detail. The structure of sales channels and the integration of sales channels; On the other hand, this paper also analyzes and introduces the content and significance of establishing terminal sales channel of Xingtai Mobile, and summarizes and analyzes the situation of China Mobile in the case of terminal sales channel construction. Not only from the Xingtai Mobile internal environment analysis terminal sales channel construction now, but also analyzes the Xingtai Mobile competitors in the terminal sales channel construction situation. In order to better compare and analyze the specific situation of China Mobile sales channel construction, on this basis, this paper combined with the introduction and analysis of the previous several parts, from the management model. Brand management and channel construction analysis, Xingtai Mobile in sales channel construction problems and deficiencies, and targeted to formulate the corresponding improvement and improvement strategies. In order to improve Xingtai Mobile in the terminal sales channel construction capacity and improve Xingtai mobile sales channel construction related policies.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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