江西移动渠道协同运营模式的应用

发布时间：2018-05-01 22:28

本文选题：互联网 + 运营商　；参考：《江西财经大学》2017年硕士论文

【摘要】：随着互联网的高速发展,传统的通信产业也跟随着进入了移动互联网时代,在移动互联网飞速发展的同时,既给通信产业带来了巨大的变革,也给通信运营商带来了机遇与挑战。传统通信运营商市场早已不在野蛮生长的红利期,可以通过粗放式发放资源抢强拉用户规模的发展,从而连带拉动移动产业收入的增长。整个产业的销售运营模式已经发展到了一定的规模,也到达了一定的瓶颈。随着房租、物价、人工成本不断的提升,通信成本逐年的压降,销售业务的毛利也在不断的下降,传统运营商的可盈利空间越来越小。同时,在虚拟运营商及互联网公司的双重冲击下,互联网的快速发展促成了线上线下一体化的运营体系,一方面有助于提升营销渠道的经营能力,另一方面也为运营商的经营布局、渠道协同布局带来了新的机遇与挑战。本文基于市场营销理论,运用文献分析、PEST分析、案例分析、SWOT分析等方法,从通信产业发展概况、国内外运营商现状、线上线下的渠道协同发展趋势及互联网公司的新型渠道协同方式做借鉴,对如何高效、快捷地为用户提供服务,探寻需求,对渠道协同发展的运营策略进行了分析和研究。论文共分五章,主要内容如下:本文第一章,绪论。以渠道的布局及渠道协同的研究背景和意义为基础,剖析了江西移动在渠道运营方面所面临的问题及调整,提出了本文研究的内容和方法,强调了渠道协同运营的重要性和必要性。第二章,渠道协同运营的相关理论。介绍了相关的理论支持及国外运营商渠道协同运营的情况,还概括了国内著名互联网公司的协同运营现状。第三章,江西移动渠道协同运营现状与问题。阐述了国内运营商的现状及省内三大运营商的基本情况,对江西移动渠道运营中遇到的问题重点描述,并做合适的原因分析。第四章,渠道线上线下协同运营的优化方案。基于江西移动的企业实现目标,从线下渠道及线上渠道的特点及优势入手,通过对江西移动的渠道所处环境研究得出结论,结合江西移动在互联网时代的应用案例,对渠道协同运营的发展提出相关建议。第五章,总结与展望。对本文进行总结,并对未来发展做出展望。总体来说,本文通过结合江西移动渠道当前的实际情况,提出了2016年至2017年间渠道协同运营的应用方案。本文所提出的三个“重定义”始终贯彻移动集团公司“大连接”的战略,围绕“用户份额”和“收入增幅”两大核心目标而进行。本文的内容可作为协同营销模式探索的参考,供其他兄弟公司借鉴。
[Abstract]:With the rapid development of the Internet, the traditional communication industry has also followed the mobile Internet era. With the rapid development of the mobile Internet, it has brought huge changes to the communications industry. Also brings the opportunity and the challenge to the telecommunication operator. The market of traditional communication operator is not in the dividend period of savage growth. It can pull the development of the scale of users through extensive distribution of resources, thus pulling the growth of mobile industry income. The whole industry sales operation model has developed to a certain scale, but also reached a certain bottleneck. With the increase of rent, price, labor cost, the pressure drop of communication cost year by year, the gross profit of sales business is also declining, and the profitability of traditional operators is becoming smaller and smaller. At the same time, under the dual impact of virtual operators and Internet companies, the rapid development of the Internet has contributed to the online and offline integration of the operational system, on the one hand, to help enhance the marketing channel management capacity, On the other hand, it also brings new opportunities and challenges for operators' operation layout and channel coordination layout. Based on the marketing theory, this paper uses the methods of literature analysis, pest analysis, case analysis and SWOT analysis, from the general situation of the communication industry, the current situation of domestic and foreign operators, The development trend of online and offline channel coordination and the new channel cooperation mode of Internet company are used for reference. It analyzes and studies the operation strategy of channel cooperative development how to provide service for users efficiently and quickly, explore the demand and analyze the operation strategy of channel cooperative development. The paper is divided into five chapters, the main contents are as follows: the first chapter, introduction. Based on the research background and significance of channel layout and channel coordination, this paper analyzes the problems and adjustments faced by Jiangxi Mobile in channel operation, and puts forward the contents and methods of this paper. The importance and necessity of channel cooperative operation are emphasized. The second chapter, the related theory of channel cooperative operation. This paper introduces the relevant theoretical support and the situation of channel cooperative operation of foreign operators, and summarizes the current situation of cooperative operation of famous domestic Internet companies. The third chapter, Jiangxi mobile channel cooperative operation status and problems. This paper expounds the present situation of the domestic operators and the basic situation of the three major operators in the province, describes emphatically the problems encountered in the channel operation of Jiangxi Mobile, and makes an appropriate analysis of the reasons. The fourth chapter, the channel line and off-line cooperative operation optimization scheme. Based on the enterprises of Jiangxi Mobile to achieve their goals, starting with the characteristics and advantages of offline channels and online channels, the paper draws a conclusion through the research on the environment of Jiangxi Mobile channels, and combines the application cases of Jiangxi Mobile in the Internet era. To the channel coordinated operation development puts forward the related proposal. Chapter five, summary and prospect. This article is summarized and the future development is prospected. In general, this paper puts forward the application scheme of channel cooperative operation from 2016 to 2017 by combining the actual situation of Jiangxi mobile channel. The three "redefinitions" put forward in this paper carry out the strategy of "big link" of mobile group company all the time, and focus on the two core goals of "user share" and "income increase". The content of this paper can be used as a reference for the exploration of cooperative marketing model and for other brother companies to use for reference.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626

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