摘 要
近年来我国通信业的快速发展，使各大运营商之间的竞争日趋激烈，进
而营销渠道的重要性日益体现。尤其随着 3G 牌照的发放，全业务竞争时代
的来临，谁能实现对营销渠道的有效管理谁就能在激烈的市场竞争中立于不
败之地。因此如何提升电信行业营销渠道的效能，使之在市场竞争中发挥出
更大的作用已势在必行。为此制定一个符合电信企业实际且满足市场需求发
展的营销渠道标准是极为重要的，这是哈尔滨电信公司急需解决的重大课题

本文首先对哈尔滨电信公司 CDMA 业务营销渠道发展现状进行了分析，
并利用 PEST 与 SWOT 分析方法对哈尔滨电信所处的内、外部环境进行剖析

提出哈尔滨电信 CDMA 业务目前在各营销渠道中存在的问题。其次结合哈尔
滨电信公司的实际运营情况搭建了营销渠道管理模型，对模型中的内容进行
了逐一介绍。同时为提升营销渠道的效能，提升其运营能力，文章首先对营
销渠道进行了分类，将其分成自有实体渠道、社会渠道、郊县渠道，并针对
每类渠道制定了相应的管理策略

关键词：营销渠道；CDMA 业务；市场竞争
Abstract
The China's telecommunications industry developed rapidly In recent years,
the major operators competitive increasingly between each other,Thus it is
reflected that the growing importance of marketing channels. the whole era of
business competition, as the issuance of 3G licenses,who can achieve the
effective management of marketing channels who will be able in the fierce
market competition in an invincible position. How to improve the performance of
the telecommunications industry marketing channels, so that competition in the
market to play a greater role has been imperative. So the development of a
practical and consistent with telecommunications companies to meet market
demand for the development of standards is extremely important marketing
channel, which is Harbin, a major telecommunications company needed to
resolve issues.
Firstly, the external environment through Harbin telecommunications,
competition, the internal environment of marketing channels in Harbin Telecom
CDMA environment analysis, followed by analysis of marketing channels,
problems of Harbin Telecom CDMA, Finally, problems in marketing channels for
CDMA telecommunications is given in Harbin corresponding solutions. At the
same time to enhance the effectiveness of marketing channels, to enhance its
operational capabilities, the article on marketing channels have been classified in
its own physical channels into social channels, suburban channels and channels
established for each type of management strategy accordingly.
Key words: marketing channel, CDMA services, competitive market