江西联通4G业务营销渠道建设策略研究

发布时间：2018-06-18 04:39

本文选题：4G + 营销渠道　；参考：《江西财经大学》2017年硕士论文

【摘要】：自我国移动通信行业在2014年正式步入4G时代以来,三大运营商在手机终端上的差异逐渐缩小,产品也呈现出高度同质化的趋势,移动通信市场上的竞争愈演愈烈。面对当前经济新常态的发展,如何在此背景下获得竞争优势已成为各大企业制定发展战略的首要问题。通信运营商一般通过营销渠道进行产品销售和提供服务,所以,营销渠道在一定程度上决定着运营商的盈利水平及市场地位。正因如此,随着社会的不断变迁与发展,运营商应及时优化并调整企业的营销渠道,以适应新的市场需求与通信技术。本文以4G时代为研究背景,对江西联通公司的营销渠道建设问题进行研究,以优化并完善公司现有的4G业务营销渠道体系,对江西联通公司营销渠道的建设具有一定的指导意义。本文的研究主要包括以下三个内容:第一,通过梳理国内外的相关文献和相关的理论基础,从江西联通公司的业务概况和业务发展现状出发,对公司营销渠道建设现状进行分析,并通过对消费者和渠道商发放问卷的方式,调查并收集消费者和渠道商对公司营销渠道体系的相关数据,通过分析发现,江西联通公司现有的营销渠道在布局、执行力、管理、中长期战略规划以及队伍建设等方面都存在许多不足之处。在此基础上,结合SWOT分析法的分析结果,本文为江西联通公司制定了营销渠道的建设目标,并分别从公司现有营销渠道的不足之处提出了相应的完善建议。第二,在分析江西联通公司营销渠道存在的问题的基础上,运用SWOT分析法详细地分析了公司营销渠道的内外部环境,明确指出公司现有的营销渠道体系拥有的优势及劣势、面临的机会与威胁。例如,江西联通公司在社会代理渠道建设及管理等方面具有优势,但在渠道店面形象、忠诚度、产品演示条件等方面则存在一些不足之处;终端厂商不进行排他性交易等是江西联通公司面临的机会,而与竞争对手相比,具有较差的渠道掌控能力和较高的渠道流失率则是江西联通公司面临的主要威胁。第三,结合问卷调查法与SWOT分析法的研究结果,从江西联通公司营销渠道所处的竞争环境出发,依据提出的六项营销渠道建设策略,分别从政策支撑、管理层级逐步扁平化、整合相关资源三个方面提出建设并优化营销渠道的配套措施,协助江西联通公司改善当前营销渠道的不足,建设并完善4G业务营销渠道体系,从而提升公司在市场竞争中的整体实力。本文将江西联通4G业务营销渠道建设作为本文研究的核心,所得的研究结果为江西联通及其他移动通信运营商建设营销渠道提供了一个新的实践研究成果,也为移动通信产业建设和优化营销渠道提出了一个新的思路和方案。
[Abstract]:Since China's mobile communication industry entered the 4G era in 2014, the differences between the three major operators in mobile terminals gradually narrowed, the products also showed a highly homogeneous trend, the competition in the mobile communication market intensified. In the face of the development of the new normal economy, how to obtain the competitive advantage in this context has become the most important problem for the major enterprises to formulate their development strategies. Communication operators generally sell and provide services through marketing channels, so marketing channels determine the profit level and market position of operators to a certain extent. Because of this, with the continuous changes and development of the society, operators should optimize and adjust the marketing channels of enterprises in time to meet the new market demand and communication technology. In order to optimize and perfect the current 4G marketing channel system, this paper studies the marketing channel construction of Jiangxi Unicom Company under the background of 4G era. It has certain guiding significance to the construction of marketing channel of Jiangxi Unicom Company. The research of this paper mainly includes the following three contents: first, through combing the domestic and foreign related literature and related theoretical basis, from Jiangxi Unicom's business overview and business development status quo, This paper analyzes the current situation of marketing channel construction of the company, and through the way of issuing questionnaires to consumers and channel vendors, investigates and collects the relevant data of the marketing channel system of the company, and finds out through the analysis, The existing marketing channels of Jiangxi Unicom have many shortcomings in layout, execution, management, medium- and long-term strategic planning and team building. On this basis, combined with the analysis results of SWOT analysis, this paper establishes the target of the marketing channel construction for Jiangxi Unicom Company, and puts forward corresponding suggestions from the deficiencies of the existing marketing channel. Secondly, on the basis of analyzing the problems existing in the marketing channel of Jiangxi Unicom Company, the author analyzes the internal and external environment of the company's marketing channel in detail by using the SWOT analysis method, and points out the advantages and disadvantages of the existing marketing channel system of the company. Opportunities and threats. For example, Jiangxi Unicom has some advantages in social agency channel construction and management, but there are some shortcomings in channel store image, loyalty, product demonstration condition and so on. It is the opportunity for Jiangxi Unicom to avoid exclusive transaction, but the poor channel control ability and high channel turnover rate are the main threats faced by Jiangxi Unicom. Third, combining the research results of questionnaire survey and SWOT analysis, starting from the competitive environment of Jiangxi Unicom marketing channel, according to the proposed six marketing channel construction strategies, from the policy support, management level gradually flat, Three aspects of integrating related resources put forward supporting measures to build and optimize marketing channels, assist Jiangxi Unicom to improve the current marketing channel deficiencies, and build and improve the 4G business marketing channel system. In order to enhance the overall strength of the company in the market competition. In this paper, the construction of 4G marketing channel of Jiangxi Unicom is taken as the core of this paper, and the research results provide a new practical research result for Jiangxi Unicom and other mobile communication operators to build marketing channel. It also provides a new idea and scheme for the construction of mobile communication industry and the optimization of marketing channels.
【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】：F274;F626

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