论文标题:江苏移动公司营销渠道策略研究
The Study on the Marketing Distribution Strategy of JianSu Mobile Co.,Ltd
论文作者 张晓东
论文导师 陶莹,论文学位 硕士,论文专业 工商管理
论文单位 西南交通大学,点击次数 178,论文页数 64页File Size3738k
2005-05-01论文网 http://www.lw23.com/lunwen_899662687/ 江苏移动;渠道整合;方案
JiangSu Mobile Co.,; distribution integration; project
本文依据营销渠道理论,详细分析了国际国内移动通信的市场环境变化及营销渠道发展趋势,并联系实际工作,提出了江苏移动有限公司渠道管理建设的实施措施。 本文从实证的角度对江苏移动通信行业市场及渠道模式进行了分析,归纳总结出江苏移动通信公司渠道现状的主要问题。70%左右零售渠道处于渠道管理的盲区;渠道的忠诚度和向心力低,服务水平参差不齐;零售商坐等顾客上门购买,社会营销渠道缺乏提供优质服务的主动性和积极性;整体渠道的营销能力较弱。 在这种背景下,本文从江苏移动渠道建设的功能定位、结构模式、激励控制三方面入手,给出了江苏移动在进行渠道整合时的具体意见与建议。这也是本文的重点,第一,在渠道功能定位上的设计包括了三个方面的调整,首先,从渠道的外观设计与所承载的产品规划上吸引客户;其次,充分利用销售渠道开展用户服务,以系统客户关系管理维护现有用户稳定;最后,充分利用销售渠道对目标用户的识别功能将新业务新产品迅速推向细分市场用户群。第二,在渠道结构模式设计时提出江苏移动应以客户为导向加大自营厅的建设,提升渠道的服务能力;整合社会代理渠道,引导渠道成员实现健康的成长。第三,在渠道激励与控制方面给出江苏移动在现有情况下面完善渠道成员激励制度的建议;并提出江苏移动在渠道发展中应如何保持与代理商之间良好的合作关系。
According to the theory of marketing distribution, the paper in detail analysis the change of marketing environment and the development trend of marketing distribution in mobile industry, from the aspect of international and civil. And the paper also suggest the measure of marketing management constructing in Jiangsu Mobile Co.,Ltd on the base of practical working.The paper analysis the mobile industry market and the marketing model in Jiangsu Mobile on the aspect of the demonstration. And it also summaries the main problems of marketing distribution in the company .As blow: about the retail marketing distribution, the blank place is generally 70% in the marketing management; they are especially too low between the loyalty and the customer service to the dealers; so the dealer are not initiative and activity on the aspect of offering superior service; in all the marketing ability of the whole distribution is weaker.Under the circumstance, the paper gives the suggestion about marketing distribution management Jiangsu Mobile, from the aspect of function position, structure pattern and stimulation controlling. The first, it adjusts for three aspects in the distribution function position.Firstly, it should design the shape of distribution and plan the product due to drawing customers; then it should use the marketing to development the customer service, due to improving the client relationship management and depending the customer"s stabilize; the last, through the marketing the customer can fast recognize the new product. The second, in the marketing structure pattern, the company should strength the destruction of the marketing in oriented- customer due to enhancing the service ability of the distribution. Then it should integrate and lead the social distribution agent, so, they can well grow up. The third, in the stimulation controlling of distribution, the company should improve the stimulation
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