3G时代中国移动通信渠道转型策略研究

发布时间：2018-03-14 09:01

本文选题：3G时代　切入点：渠道策略　出处：《山东大学》2013年硕士论文　论文类型：学位论文

【摘要】：自2008年电信行业的重新组合后,中国的三大通信运营商也已经进入了一个全新的竞争时代。中国电信依靠固网的优势在集团客户和家庭客户市场保持卓然独立,同时开辟了“天翼”新战场；中国联通依靠其成熟的WCDMA网络和iPhone等明星终端,掀起了3G应用的浪潮；中国移动依靠庞大的用户规模和2G网络优势虽然守住了自身的市场份额和收入规模的优势,但在3G、集团客户和家庭客户等市场中由于网络等资源匮乏导致进展艰难。目前中国移动渠道体系在新形势下面临多重挑战,如全业务运营、移动互联网蓬勃发展、用户增长乏力和竞争格局变化等等,虽然3G移动互联网时代来临为中国移动孕育了新的增长空问,但是传统的营销渠道模式在3G全业务竞争时代面临着严峻的压力。新的营销渠道如何区分,自有和社会营销渠道如何权衡?投资规模和效益以及扩展速度又如何权衡?不同区域市场业务发展之间的差异,营销渠道又将如何侧重?面对这些难题,中国移动必须对现有渠道进行转型。本文采用的研究方法有环境分析、因素分析、数据分析、文献分析、案例分析、SWOT分析等研究分析方法。在营销渠道理论和市场细分理论方面则采用了文献研究法,其中案例分析法和关键因素分析法也被应用于中国移动营销渠道转型内容上,对于菏泽移动公司渠道转型策略和实施方面主要采用了数据分析、案例分析等方法。本文主要从中国移动面临的竞争格局以及市场环境入手,深入地去分析渠道因素的转变,并分析中国移动营销渠道所面临的问题和巨大压力,指出了营销渠道转型的必要性,提出了影响营销渠道转型因素,建立了营销渠道转型的有关模型。另外,结合市场细分理论,对营销渠道进行细分,提出了中国营销渠道转型的要求、实施策略和具体实施要求,其中转型策略分架构策略、细分策略和管理策略分别进行了论述。本文也以中国移动集团山东公司菏泽分公司的实际情况,并结合当地人口、市场、地域和经济等因素进行探讨以及深入的研究,最终提出了适合菏泽公司的营销渠道转型的指导思想和措施,并将实施思路、要求、过程和目标进行了阐述。本文不仅有理论论证以及深入的分析,还有一系列针对菏泽移动公司的市场环境的实证研究,因此结论拥有一定的普遍意义以及很高的应用价值,对在3G形式下的我国电信运营企业,就如何提高企业的核心竞争力以及渠道营销体系应如何转型等问题,有着非常重要的参考意义。
[Abstract]:Since 2008, with the reorganization of the telecommunications industry, China's three major telecom operators have entered a new era of competition. China Telecom relies on the advantages of fixed network to maintain Zhuo Ran's independence in the market of group customers and family customers. At the same time, it opens up a new battlefield of "Sky Wing", and China Unicom, relying on its mature WCDMA network and star terminals such as iPhone, sets off a wave of 3G applications. China Mobile relies on the huge user scale and 2G network advantage, but in the market of 3G, group customers and family customers, the lack of network and other resources lead to difficult progress. At present, China Mobile Channel system is facing many challenges under the new situation, such as the full service operation, the vigorous development of the mobile Internet, the weak growth of users and the changes in the competition pattern, and so on. Although the era of 3G mobile Internet has given birth to a new growth space for China Mobile, the traditional marketing channel model is facing severe pressure in the era of 3G full-service competition. How to balance the own and social marketing channels? What about the scale and efficiency of investment and the speed of expansion? How will marketing channels focus on the differences between business development in different regional markets? Faced with these problems, China Mobile must transform the existing channels. The research methods used in this paper include environmental analysis, factor analysis, data analysis, literature analysis, case analysis and SWOT analysis. Case analysis and key factor analysis are also applied to the content of channel transformation of China Mobile. The methods of data analysis and case analysis are mainly used in the strategy and implementation of channel transformation of Heze Mobile Company. Starting from the competition pattern and market environment faced by China Mobile, this paper deeply analyzes the change of channel factors, analyzes the problems and enormous pressure faced by China Mobile Marketing Channel, and points out the necessity of marketing channel transformation. The factors affecting the transformation of marketing channels are put forward, and the relevant models of the transformation of marketing channels are established. In addition, combined with the theory of market segmentation, the author subdivides the marketing channels and puts forward the requirements of the transformation of marketing channels in China. The implementation strategy and the specific implementation requirements, including the transformation strategy structure strategy, subdivision strategy and management strategy are discussed. This article also takes the actual situation of Heze Branch of China Mobile Group Shandong Company, and combines the local population, market, region and economic factors to discuss and study deeply. Finally, the guiding ideology and measures of the marketing channel transformation suitable for Heze Company are put forward, and the ideas, requirements, processes and objectives of the implementation are expounded. This paper not only has theoretical argumentation and in-depth analysis, but also a series of empirical research on the market environment of Heze Mobile Company, so the conclusion has certain universal significance and high application value. It has very important reference significance to the telecom operation enterprises of our country under the form of 3G, on how to improve the core competitiveness of the enterprises and how to transform the channel marketing system.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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