论文标题:重庆电信市场营销渠道研究
Research of Marketing Channels in Chongqing Telecommunication Market
论文作者
论文导师 廖成林,论文学位 硕士,论文专业 工商管理
论文单位 重庆大学,点击次数 247,论文页数 84页File Size4710K
2006-05-12论文网 http://www.lw23.com/lunwen_7074102/
marketing channels; structure and functions; channel implementation; conflict and coordination; performance mersurement
我国通信行业发展迅猛，在经历改革、重组和业务技术的双重驱动下，已经形成了六家基础运营商和多家增值业务运营商共同竞争的市场格局，语音移动化和IP分流已成为不可逆转的趋势，重庆电信的运营收入、市场份额、AUPU值急剧下滑，运营和发展环境更加艰难。 本论文总结了电信市场和产品的特点，重庆通信市场的现状和挑战，利用SWOT分析法和波特的五力竞争模型分析了重庆电信所面临的内外环境和自身存在的优势短板，在此基础上提出：营销渠道在企业市场营销中已日益重要，而且通过客户与渠道的有效服务和接触，不但能够增强销售能力，提高客户的满意度和忠诚度，而且是获取持续、不易模仿、与企业自身特点相适应的竞争优势的战略要素。 在客户分群的基础上，提出了渠道设计的目标、原则、结构和策略，构建以直销渠道为核心、营业厅、社会代理、电子化渠道为重要组成部分的复合渠道体系；明确了各类渠道的定义和渠道成员的选择，功能定位和组织实现；理顺不同渠道之间的相互关系，探讨了渠道的管理方式、渠道的组合协调、渠道的激励和沟通、渠道冲突的解决；并就差异化针对性营销是渠道成员提升营销服务能力的关键举措，各渠道为了提高客户忠诚度，维持、保留、提升客户体系的作用和方法作了介绍；指出如何分析渠道缺口和进行效率评估，以及在新的网络业务趋势下，重庆电信营销渠道的优化、整合方向。
Telecommunication market develops rapidly in China.Driven by the reformance、 Reestablishment and operation technique. It has formed a structure that six basic ply man and several value added service ply man are competing together. The mobile voice and IP diffluence are becoming an undeterioratable trend. The run income market share, and AUPU value of descend rapidly, the run and development environment is more difficult for Chongqing Telecommunication.This paper has summed up the characteristic of telecommunication market and product, talked about the Chongqing communication market"s present situation and the challenge it is faced . It uses the SWOT analytical method and Bot"s model of five strength competition to analyse the inter circumstance and the advantage deal ends of itself . thus, this paper has promoted that the marketing channel is becoming more important in the enterprise"s marketing by the efficient service and touch between clients and channels , not only can increase the sale ability ,improve the client"s degree of satisfaction and loyal, but also the tactic element that can obtain continuous, not easy to copy ,suit the characteristics of the enterprise itself which has competition advantage .Based on the clients who are divided into groups, this paper has promoted following viewpoints: Firstly, it has pointed the aim, principle, structure and tactic of channel design; Secondly, it has built the compound channel system that considers the direct sale as the core and business hall, social agency .electrical channel as the important component part; Thirdly, we have cleared about the definition of all kinds of channels and choices .functional location , organizational fulfillment of channel members. Fourthly, we have understood the different channels" relationship. Fifthly, this paper has discussed the manageable way compose harmonize encouragement and link up of channel, and the conflict"s solution of channel. Besides, it has made a introduction about each channel improves the degree of clients" loyal, reservation preservation and promote the client system"s function and ways, which also supports a viewpoint that taking a different approach on the different markets .The last, this paper also points out how to analyse the channel"s breach and have an efficient estimation , under the new net operation"s trend, the direction of Chongqing telecommunication"s marketing channel"s optimize and conformity.
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