摘 要
随着 3G 时代的到来，中国电信作为移动市场的后进入者，如何依托优势的固
网资源，在白热化的市场竞争中取得移动业务的规模发展，是每个中国电信人都
在考虑的问题。作为企业最重要的资源之一营销渠道，成为关注的焦点。
本文简单介绍了营销渠道的基本概念、营销渠道理论发展的概况以及一个企
业管理中非常重要的分析工具——SWOT 分析方法，以 ZP 电信分公司为背景仔细
分析当地通信行业市场状况、竞争对手渠道建设现状、ZP 电信自身渠道建设的现
状和存在问题，然后使用 SWOT 分析法，对 ZP 电信社会渠道建设的优势、劣势、
机会和危险进行了分析，提出了社会渠道建设和管理的思路。
本文分为三个部分，第一部分是研究的背景意义和基础理论介绍，分别在第
一、二章中介绍。第二部分是对 ZP 当地通信行业市场现状、竞争对手渠道建设现
状、ZP 电信渠道建设现状和问题进行阐述，列为第三章。第三部分分别从社会渠
道规划、准入机制、社会渠道管理、社会渠道培训、IT 系统支撑、业绩提升指引、
冲突解决等方面阐述了 ZP 电信社会渠道建设和管理的思路和措施。
关键词：营销渠道，社会渠道，移动通信

Abstract
As the 3G era, China Telecom as a late entrant to the mobile market, how to rely
on advantages of fixed resources, intense competition in the market to achieve the scale
of the development of mobile services, China Telecom, one each in consideration of the
issue. As one of the most important marketing channel resources become the focus of
attention.
This paper briefly describes the basic concepts of marketing channels, marketing
channels and an overview of theoretical development is very important in business
management analysis tools - SWOT analysis to ZP careful analysis of the
telecommunications branch of the local communications industry background, market
conditions, competitors, channel construction of the status quo, ZP telecommunications
own channel status and problems of construction, and then use the SWOT analysis, the
social channels of telecommunications construction ZP strengths, weaknesses,
opportunities and risks for the analysis, channel development and management of social
ideas.
This paper is divided into three parts, the first is to study the background and basic
theory of meaning introduced, respectively, in Chapters 1 and 2 are described. The
second part of the communications industry ZP local market conditions, competitors,
channel construction status, ZP telecommunications channel construction explained the
status and issues, as Chapter III. The third part of the channel, respectively, from the
social planning, access mechanism, channel management community, the community
channel training, IT systems support, performance improvement guidelines, conflict
resolution and other aspects described ZP telecommunications channel construction and
management of social ideas and measures.
Keyword：Marketing channels, Social channels, mobile communications