摘 要
随着通信行业的重组、改革、再重组、发展的深入，以及市场和竞争的推动，
中国电信、中国移动、中国联通三大运营商所拥有销售产品上的差异，无论是传
统窄宽带型物理接入业务，还是移动互联网的业务，在产品的完整化、性质和功
能的差异化上越来越小，即便目前存在差异也是暂时的。三大运营商未来的决战
不再是简单的资费和价格战，最终演变为渠道建设、发展以及服务提供能力。
本文运用所学习的渠道建设和管理的理论，首先阐述了通信行业渠道发展的
演变过程，结合目前各运营商在销售渠道上的建立情况和差异，针对广西柳州电
信目前营销渠道存在的问题进行剖析和研究，包括营销渠道的销售结构存在的问
题、营销渠道的冲突产生的隐患、以及营销渠道在转变过程中出现的问题。
通过研究发现柳州电信营销渠道存在的问题主要归结在现有渠道的营销方式
和协同能力不适应市场的需要、渠道管理体系不完善两个问题。据此对渠道的能
力提升和渠道的管理体系改进提出一些设想，核心内容就是渠道整合营销和完善
管理体系。
关键词：营销渠道，整合渠道，管理体系

ABSTRACT
As the communications industry restructuring, reform, recombine, development,
and market and the promotion of competition, China Telecom, China Mobile, China
Unicom three operators have products for sale on the differences, both the traditional
narrow band type physical access, mobile Internet business, product complete, the
nature and function of the difference is more and more small, even if there is a
temporary difference. Three carriers of future battle is no longer a simple pricing and
price war, eventually evolved into the channel construction, development and services.
Based on the learning channel construction and management theory, first
elaborated the communication channels of industry development evolve into a process,
combined with the operator in the sales channels to build circumstance and differences
in Guangxi at present, Liuzhou telecom marketing channel and analyzes the existing
problems and research, including marketing channel sales structure problems, marketing
channel conflict problems, as well as marketing channels in the transformation of the
problems appeared in the process of.
Through the research of Liuzhou telecom marketing channels problems mainly in
the existing channel marketing mode and cooperative ability does not adapt to the needs
of the market, channel management system is not perfect: two questions. According to
the channel capacity and channel management system proposes suggestions for
improvement, core content is the integration of marketing channels and improve the
management system.
Keywords: Marketing channel, Integrated channel Management system