PJ公司营销渠道管理研究
发布时间：2019-01-13 08:52
【摘要】：营销渠道管理是企业的一项基础管理工作,在企业的市场营销组合中扮演着十分重要的角色,也是企业获取长期竞争优势的战略要素。最近几年来,在整个电信行业发生的诸如电信运营商的重组、3G牌照的发放等巨大变革,进一步推动了国内三大电信运营商：中国移动、中国联通、中国电信步入电信全业务竞争时代。旧的竞争格局已被彻底打破,新的竞争格局正在形成。电信运营商之间的竞争已逐步脱离单纯的网络技术竞争及价格竞争,而逐渐朝着渠道竞争和终端方面的竞争演变。营销渠道作为产品销售与客户服务的重要环节成为电信运营商打造最新的核心竞争力所关注的重点。 本文在理论概述部分系统地阐述了营销渠道的内涵、功能和结构。然后对盘锦电信市场的环境、PJ公司的概况以及营销渠道管理方面存在的问题进行了分析,从而提出了PJ公司营销渠道的优化设计和方案。在此原则的基础上,对公司各类营销渠道制定了进一步的管理改进措施,主要包括实体渠道中的自有渠道、社会渠道在人员选择、激励、考核、控制等方面营销管理改进措施。 本文以PJ公司为研究对象,对其营销渠道管理及改进策略进行了深入的研究,对PJ公司进一步增强渠道管理的能力,提高PJ公司的区域竞争力都具有指导意义,相信对其他城市的移动通信企业也具有一定的借鉴意义。
[Abstract]:Marketing channel management is a basic management work of enterprises, which plays a very important role in the marketing mix of enterprises, and is also a strategic factor for enterprises to obtain long-term competitive advantage. In recent years, huge changes have taken place in the entire telecommunications industry, such as the reorganization of telecom operators and the issuance of 3G licences, which have further promoted the three major domestic telecom operators: China Mobile, China Unicom, China Telecom has stepped into the era of full service competition. The old competition pattern has been completely broken, and the new competition pattern is forming. The competition among telecom operators has gradually deviated from the pure network technology competition and price competition, and gradually evolved towards the channel competition and terminal competition. As an important link of product sales and customer service, marketing channel has become the focus of telecom operators to create the latest core competitiveness. This paper systematically expounds the connotation, function and structure of marketing channel. Then, the paper analyzes the environment of Panjin telecom market, the general situation of PJ Company and the problems in marketing channel management, and puts forward the optimization design and scheme of marketing channel of PJ Company. On the basis of this principle, the author formulates further management improvement measures for all kinds of marketing channels of the company, mainly including the own channel in the entity channel, the social channel in the personnel selection, the encouragement, the examination, the control and so on the marketing management improvement measure. This paper takes PJ Company as the research object, carries on the thorough research to its marketing channel management and the improvement strategy, has the guiding significance to the PJ Company further strengthens the channel management ability, enhances the PJ company's regional competition ability. I believe that the mobile communication enterprises in other cities also have a certain reference significance.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626
本文编号：2408289
[Abstract]:Marketing channel management is a basic management work of enterprises, which plays a very important role in the marketing mix of enterprises, and is also a strategic factor for enterprises to obtain long-term competitive advantage. In recent years, huge changes have taken place in the entire telecommunications industry, such as the reorganization of telecom operators and the issuance of 3G licences, which have further promoted the three major domestic telecom operators: China Mobile, China Unicom, China Telecom has stepped into the era of full service competition. The old competition pattern has been completely broken, and the new competition pattern is forming. The competition among telecom operators has gradually deviated from the pure network technology competition and price competition, and gradually evolved towards the channel competition and terminal competition. As an important link of product sales and customer service, marketing channel has become the focus of telecom operators to create the latest core competitiveness. This paper systematically expounds the connotation, function and structure of marketing channel. Then, the paper analyzes the environment of Panjin telecom market, the general situation of PJ Company and the problems in marketing channel management, and puts forward the optimization design and scheme of marketing channel of PJ Company. On the basis of this principle, the author formulates further management improvement measures for all kinds of marketing channels of the company, mainly including the own channel in the entity channel, the social channel in the personnel selection, the encouragement, the examination, the control and so on the marketing management improvement measure. This paper takes PJ Company as the research object, carries on the thorough research to its marketing channel management and the improvement strategy, has the guiding significance to the PJ Company further strengthens the channel management ability, enhances the PJ company's regional competition ability. I believe that the mobile communication enterprises in other cities also have a certain reference significance.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626
【参考文献】
相关期刊论文 前9条
1 王晓华;张瑞军;;不同产品生命周期的销售促进策略分析[J];电子商务;2010年10期
2 高巍;;加强渠道建设和管理,应对三网融合竞争新格局[J];广播电视信息;2010年08期
3 张新平;张义迅;扶永红;赵平;;基于产品生命周期的营销渠道管理研究[J];甘肃科技;2010年17期
4 吕旭波;;产品生命周期与营销策略研究[J];经济师;2010年09期
5 谢陆山;;电信社会渠道建设——全业务背景下的关键环节[J];通信世界;2010年13期
6 刘玉茹;;试论多元化市场经济中企业营销渠道的管理[J];中国市场;2010年36期
7 王佳佳;;营销渠道理论综述[J];现代商贸工业;2010年21期
8 李丹;;新营销环境下企业渠道的变革与创新[J];现代交际;2011年06期
9 赵会宁;;消费品行业营销渠道研究与策划[J];中国集体经济;2011年10期
，本文编号：2408289
本文链接：https://www.wllwen.com/jingjilunwen/xxjj/2408289.html
