论转型背景下中国联通呼和浩特市分公司渠道冲突控制与管理对策

发布时间：2018-12-23 19:03

【摘要】：信息化社会的到来,人们在通信方面的需求越来越高,越来越广。用户从简单的通讯需求向移动互联网需求转变,特别是针对高速上网的需求；终端由普通2G向3G及4G智能化转变,终端互联网功能的加强及种类的增多,拓宽了用户的消费范围；提供的服务由单一的通讯向成为从事各种工作一种载体的转变；数据业务的发展带动行业集团用户单一的通讯产品需求向深度融合行业化的转变；通讯终端成为人们了解世界的重要信息来源及从事各项工作的重要工具。这些转变都要求通信运营商在经营上必须转型,由通信服务提供商向信息服务提供商转型。渠道作为通信运营商营销的主要环节,已经越来越受到运营商的重视,目前渠道逐步走向多元化,精细化,渠道已经成为运营商竞争的主要焦点,如何通过有效的管理来掌控渠道的良性发展是目前运营商的主要工作,本文以目前我国北方市场运营商具有代表性的中国联通呼和浩特分公司的营销渠道为研究目标,对中国联通北方市场渠道共性问题运用博弈论理论,全面、科学的对通信行业运营商的渠道冲突进行研究,通过理论结合实际,对运营商的渠道冲突的起因,渠道冲突的管理、渠道冲突的解决等进行了全面系统深入的分析,并以此为基础构建渠道冲突控制合作联盟,它不但可以有效控制渠道冲突的产生,还可以为渠道成员以及整个渠道系统带来较高的收益,保证渠道的有效运营。本文首先通过分析国内外学者研究成果,对合作联盟的内涵给予了界定；然后通过对运营商渠道类型的分析,结合构建合作联盟的各项基本条件与三种渠道冲突的类型,从有效控制渠道冲突的角度出发构建三种合作联盟模型,即共享型合作联盟、集中型合作联盟、互补型合作联盟；接着基于以上三种渠道冲突控制合作联盟组建相互竞争渠道成员合作联盟树,全面的、系统的控制渠道冲突的发生；最后通过对三种渠道合作联盟的管理来达到合作联盟的有效运行。
[Abstract]:With the arrival of information society, the demand of communication becomes higher and wider. Users change from simple communication requirements to mobile Internet needs, especially for high-speed Internet access; The terminal has changed from 2G to 3G and 4G intelligentized, the function of terminal Internet has been strengthened and the variety of terminal has been increased, the range of consumer consumption has been widened, the service provided has changed from single communication to becoming a carrier for all kinds of work. With the development of data service, the single communication product demand of the users of the industry group has changed to the deep integration industry, and the communication terminal has become an important source of information and an important tool for people to understand the world and engage in all kinds of work. These changes require operators to transform their operations, from communication service providers to information service providers. As the main link of the communication operator's marketing, the channel has been paid more and more attention by the operator. At present, the channel is gradually diversified and refined, and the channel has become the main focus of the operator's competition. How to control the benign development of channels through effective management is the main work of the operators at present. This paper aims at the marketing channel of Hohhot Branch of China Unicom, which is representative of the operators in the northern market of China. Using game theory to study the channel conflict of telecom operators in China Unicom's northern market, and combining the theory with practice, the cause of channel conflict and the management of channel conflict are discussed. The resolution of channel conflict is analyzed comprehensively and systematically, and the cooperative alliance of channel conflict control is constructed on the basis of it, which not only can effectively control the emergence of channel conflict, It can also bring higher revenue to the channel members and the whole channel system to ensure the effective operation of the channel. Firstly, by analyzing the research results of scholars at home and abroad, this paper defines the connotation of cooperative alliance. Then, by analyzing the channel types of operators, combining with the basic conditions of constructing cooperative alliance and the types of three channel conflicts, this paper constructs three kinds of cooperative alliance model from the perspective of effective channel conflict control, that is, shared cooperative alliance. Collective cooperation alliance, complementary cooperation alliance; Then based on the above three kinds of channel conflict control cooperation alliance to form a competing channel members cooperative alliance tree, comprehensive, systematic control channel conflicts; Finally, through the management of the three channels of cooperation alliance to achieve the effective operation of the alliance.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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