中国电信湖南公司营销渠道建设优化研究

发布时间：2018-07-23 18:56

【摘要】：对于通信运营商而言，全业务经营之后，相互之间的产品、技术和网络差距已日益缩小。营销渠道作为客户与通信运营商的连通纽带，不但发挥着业务推广、产品推销、服务支撑的作用，也是企业决策传递、执行落地的重要抓手，是企业的核心竞争力。在这种背景下，建立完善的营销渠道体系，并不断提升营销渠道的运营能力和服务水平是中国电信湖南公司在全业务经营的激烈市场竞争中取得优势的关键。对中国电信湖南公司营销渠道的建设优化进行深入系统的研究具有重要的现实指导意义。本文首先分析电信行业的发展趋势以及中国电信湖南公司内外部环境，并运用营销渠道的基本理论，对中国电信湖南公司营销渠道的现状进行探讨，，指出现有渠道在销售结构、网点覆盖率、营销效能、渠道服务支撑等方面存在的不足；然后在此基础上针对性地提出中国电信湖南公司营销渠道的建设优化方案，其核心是一方面建立并完善适应于全业务经营的渠道体系，进一步清晰各渠道的战略定位，使营销渠道能全面覆盖整个目标市场，另一方面通过有效的流程和管理优化，建立高效运转的渠道营销管理体制，努力提升营销渠道的销售能力、服务能力和经济性；最后按照“系统规划、分步实施、重点突出、协同推进”的原则，制定中国电信湖南公司营销渠道建设优化实施的步骤和保障机制。
[Abstract]:For communication operators, the gap between products, technologies and networks has been narrowed day by day after the whole business operation. As the link between customers and communication operators, marketing channel not only plays the role of business promotion, product promotion, service support, but also is an important grasp of enterprise decision-making transmission, execution landing, is the core competitiveness of enterprises. Under this background, establishing a perfect marketing channel system and constantly improving the operation ability and service level of the marketing channel is the key for China Telecom Hunan Company to gain the advantage in the fierce market competition of the whole business operation. It is of practical significance to study the construction and optimization of marketing channel of China Telecom Hunan Company. This paper first analyzes the development trend of telecom industry and the internal and external environment of China Telecom Hunan Company, and applies the basic theory of marketing channel to discuss the current situation of the marketing channel of China Telecom Hunan Company, and points out that the existing channel is in the sales structure. The shortcomings of network coverage, marketing effectiveness, channel service support and so on; then, on the basis of this, the author puts forward the optimization scheme of marketing channel construction of China Telecom Hunan Company. On the one hand, its core is to establish and perfect the channel system suitable for the whole business operation, to further clarify the strategic positioning of each channel, so that the marketing channel can cover the whole target market, on the other hand, through effective process and management optimization, Establish an efficient channel marketing management system, strive to improve the marketing channel sales ability, service capacity and economy; finally, according to the principle of "system planning, step by step implementation, emphases, collaborative promotion" principle, To formulate the steps and guarantee mechanism for the optimized implementation of the marketing channel construction of China Telecom Hunan Company.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626;F274

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