中国联通衡阳分公司3G时代营销渠道优化研究

发布时间：2018-08-12 09:57

【摘要】：2009年中国正式步入3G时代,国内三大运营商纷纷加入到3G渠道的建设中来。然而3G产品特性和用户需求等因素决定了3G渠道有别于与2G时代的渠道,渠道成功与否,将成为电信运营商未来能否生存、发展、赢得竞争主动权的关键之一。3G时代下对营销渠道提出了更高的要求,因此电信运营商应抓住机遇,做好3G营销渠道的建设和布局。本文从实际出发,深入调研,以市场营销和营销渠道理论为基础,首先介绍了衡阳联通公司渠道体系的内外部环境,再从竞争态势和市场形式等方面通过详尽的数据,分析了衡阳联通公司营销渠道策略的合理性和不足,指出现有营销渠道已经不再适应3G市场新变化。然后针对3G产品的独特性,借鉴国外运营商的成功经验,重点对衡阳联通渠道营销中的渠道布局、渠道类型等方面进行了分析,并提出了系统的方案,对衡阳联通营销渠道进行优化设计和构建,希望能为衡阳联通公司的快速发展提供帮助。
[Abstract]:In 2009, China formally entered the 3G era, three major domestic operators have joined in the construction of 3G channels. However, factors such as the characteristics of 3G products and user demand determine that 3G channels are different from those in the 2G era. Whether the channels are successful or not will become the survival and development of telecom operators in the future. One of the keys to win the initiative of competition. Under the era of 3G, the marketing channel is required to be higher. Therefore, telecom operators should seize the opportunity to do a good job in the construction and layout of 3G marketing channel. Based on the theory of marketing and marketing channel, this paper firstly introduces the internal and external environment of the channel system of Hengyang Unicom Company, and then through the detailed data from the aspects of competition situation and market form. This paper analyzes the rationality and deficiency of the marketing channel strategy of Hengyang Unicom, and points out that the existing marketing channel is no longer adapted to the new changes of 3G market. Then, aiming at the uniqueness of 3G products and drawing on the successful experience of foreign operators, this paper focuses on the analysis of channel layout and channel type in Hengyang Unicom channel marketing, and puts forward a systematic scheme. To optimize the design and construction of Hengyang Unicom marketing channel, hoping to provide help for the rapid development of Hengyang Unicom.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626;F274

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