泉州移动全业务背景下营销渠道运营研究

发布时间：2018-03-30 02:23

本文选题：营销渠道　切入点：渠道运营　出处：《厦门大学》2013年硕士论文

【摘要】：自行业重组以来,中国移动、中国电信、中国联通三大运营商的全业务竞争日趋激烈。在营销体系中,三家运营商各出奇谋,竞争的关键点则主要集中反映于营销渠道的建设和运营上,都力争把渠道做广、做深、做精。在这种格局之下,中国移动面临着空前的机遇和挑战,如何进一步提升渠道的运营管理能力是当务之急,亦是重中之重。结合笔者在中国移动泉州分公司工作实践及实际,本文通过对泉州移动营销渠道存在问题的分析研究,应用渠道管理理论评价和衡量这些问题,然后从中找出适应泉州移动企业特点、市场特点的解决方案。论文主要采取资料分析、实地调查、深度访谈等方法,理论联系实际,将营销渠道和渠道设计的基本思想应用于泉州移动的营销渠道现存问题的分析和对策研究中,在行业理论应用方面有一定的创新。
[Abstract]:Since the restructuring of the industry, the three major operators of China Mobile, China Telecom and China Unicom have become increasingly competitive in their entire business. In the marketing system, each of the three operators has come up with strange ideas. The key points of competition are mainly reflected in the construction and operation of marketing channels. They all strive to expand, deepen, and refine the channels. Under this situation, China Mobile is facing unprecedented opportunities and challenges. How to further enhance the channel's operational management capacity is an urgent matter, but also a top priority. Combined with the practice and practice of the author in Quanzhou Branch of China Mobile, this paper analyzes and studies the existing problems in Quanzhou Mobile Marketing Channel, evaluates and measures these problems by applying the theory of channel management. Then to find out the characteristics of Quanzhou mobile enterprise, market characteristics of the solution. The paper mainly adopts the methods of data analysis, field investigation, in-depth interview, combining theory with practice, and applies the basic idea of marketing channel and channel design to the analysis and countermeasure research of the existing problems of the marketing channel of Quanzhou Mobile. There are some innovations in the application of industry theory.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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