开封联通实体渠道竞争策略研究

发布时间：2018-06-29 20:47

本文选题：电信运营商 + 营销渠道　；参考：《河南大学》2016年硕士论文

【摘要】：近年来随着电信行业的重组,3G、4G经营牌照的发放,中国的基础电信运营市场随之产生巨变,由原有的五家运营商合并为中国移动、中国电信、中国联通三家运营商。虽然三家运营商的实力依然不均衡,但在各自业务开展过程中,均进一步有效地拓展了市场,提升了国内用户移动高速网络的使用率。但是,随着国内经济下行压力的增大,整个电信行业增幅出现了大幅下降,这给运营商收入的持续提升带来了严峻的考验。实体渠道是电信运营商最重要的营销渠道之一,在当前行业下行的背景下,对实体渠道的竞争策略进行研究,对于运营商竞争力的提升意义重大。本文以开封联通为例,借助国内外营销渠道的相关理论,对开封联通公司的实体渠道竞争策略问题进行分析,通过与开封移动、开封电信实体渠道的对比,找出其渠道分类、渠道覆盖以及渠道运营中存在的问题,在此基础上,对开封联通的渠道竞争策略进行优化设计。论文共分为五章。第一章是绪论部分,主要阐述了本课题的研究背景以及研究的实践意义和理论意义,并介绍本文的研究内容和研究方法。第二章是相关理论基础。对电信运营商的营销渠道的定义、分类、特点进行了阐述,同时对国内外在渠道方面的研究理论进行了描述。第三章以开封联通为例,对其实体营销渠道现状及存在的问题进行了分析,指出开封联通实体渠道分布覆盖不足、渠道效能不高和渠道管理人员渠道管理能力欠缺。第四章针对第三章提出的问题,给予了研究和解决办法,指出开封联通如要扭转实体渠道在竞争中的劣势,需要一是在核心商业区域建设实体渠道,达到与竞争对手同样的规模,二是通过内部的管理架构优化,实施专业化的渠道管理策略。第五章是结束部分,总结了本论文的创新与不足之处并对下一步可能开展的研究提出了建议和展望。本文的研究将有助于推动开封联通实体渠道竞争优势的构建,并能够对整个电信行业的营销渠道建设提供一定的借鉴与参考。
[Abstract]:In recent years, with the reorganization of the telecommunications industry, the issuance of 4G business license, China's basic telecommunications operation market has changed dramatically, from the original five operators merged into China Mobile, China Telecom, China Unicom three operators. Although the strength of the three operators is still uneven, in the process of carrying out their respective services, they have further effectively expanded the market and increased the utilization rate of domestic mobile high-speed networks. However, with the increasing downward pressure on the domestic economy, the growth rate of the entire telecommunications industry has dropped sharply, which has brought a severe test to the continued improvement of operators' income. The entity channel is one of the most important marketing channels for telecom operators. Under the background of the current industry downturn, the research on the competition strategy of the real channel is of great significance to the improvement of the operators' competitiveness. This paper takes Kaifeng Unicom as an example, with the help of the relevant theories of domestic and foreign marketing channels, analyzes the competition strategy of the entity channel of Kaifeng Unicom Company, and finds out the channel classification by comparing it with Kaifeng Mobile and Kaifeng Telecom entity channels. On the basis of channel coverage and the problems existing in channel operation, the channel competition strategy of Kaifeng Unicom is optimized. The thesis is divided into five chapters. The first chapter is the introduction part, mainly elaborated the research background, the research practice significance and the theory significance, and introduced this article research content and the research method. The second chapter is the theoretical basis. This paper expounds the definition, classification and characteristics of the marketing channel of telecom operators, and describes the research theory of the channel at home and abroad. The third chapter takes Kaifeng Unicom as an example, analyzes the current situation and existing problems of its entity marketing channel, points out that the physical channel distribution coverage of Kaifeng Unicom is insufficient, the channel efficiency is not high and the channel management ability of channel managers is deficient. The fourth chapter gives the research and solution to the problems raised in the third chapter, and points out that if Kaifeng Unicom wants to reverse the disadvantage of the physical channel in the competition, it needs to first build the physical channel in the core commercial area. To reach the same scale as competitors, the second is to optimize internal management structure and implement specialized channel management strategy. The fifth chapter is the end part, summarizes the innovation and deficiency of this paper, and puts forward some suggestions and prospects for the next possible research. The research in this paper will help to promote the construction of the competitive advantage of the entity channel of Kaifeng Unicom, and can provide certain reference and reference for the marketing channel construction of the whole telecommunication industry.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F626

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