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MBA硕士毕业论文_台州电信营销渠道优化研究DOC

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文本描述
目 录
1. 绪论 ..... 1
1.1 本文研究的背景、目的和意义 ... 1
1.1.1 选题背景......... 1
1.1.2 台州电信公司概况..... 2
1.1.3 选题目的和意义......... 3
1.2 研究方法和思路 ... 3
1.3 渠道管理理论综述 ........... 4
1.3.1 渠道管理的定义和内涵......... 4
1.3.2 渠道管理的特点......... 5
1.3.3 渠道管理的过程......... 6
2. 台州电信营销渠道环境分析 . 8
2.1 台州电信营销渠道外部环境分析 ........... 8
2.1.1 台州电信营销渠道的宏观环境......... 8
2.1.2 台州电信营销渠道的产业环境....... 10
2.2 台州电信营销渠道内部环境分析 ......... 13
2.2.1 中国电信的营销渠道概况... 13
2.2.2 台州电信营销渠道的发展历程....... 14
2.2.3 台州电信营销渠道现状....... 15
2.3 台州电信营销渠道的 SWOT 矩阵 ........ 19
3. 台州电信营销渠道存在的问题及原因分析 ........... 20
3.1 实体渠道存在的问题及原因分析 ......... 20
3.2 社会渠道存在的问题及原因分析 ......... 21
3.3 直销渠道存在的问题及原因分析 ......... 22
3.4 电子渠道存在的问题及原因分析 ......... 22
4. 台州电信营销渠道优化对策 ........... 24
4.1 台州电信营销渠道的优化思路 . 24
4.1.1 营销渠道优化原则... 24
4.1.2 营销渠道优化思路... 24
4.1.3 营销渠道发展定位.... 25
4.2 台州电信营销渠道的优化策略 . 26
4.2.1 建立渠道协同体系... 26
4.2.2 实体渠道优化策略... 27II
4.2.3 社会渠道优化策略... 29
4.2.4 直销渠道优化策略... 31
4.2.5 电子渠道优化策略... 32
5. 台州电信营销渠道优化保障举措 ... 37
5.1 实体渠道优化的保障举措 ......... 37
5.1.1 两个改革....... 37
5.1.2 三大建设....... 37
5.1.3 四个优化....... 37
5.2 社会渠道优化的保障举措 ......... 37
5.2.1 完善台州电信社会渠道的管理体系........... 37
5.2.2 改变佣金导向,提升渠道成员积极性....... 38
5.2.3 建立密集的代理服务店....... 38
5.2.4 拓展与终端批发商的合作... 38
5.3 直销渠道优化的保障举措 ......... 39
5.3.1 完善薪资体系,加强渠道管理....... 39
5.3.2 整合社会资源,强化团队力量....... 39
5.4 电子渠道优化的保障举措 ......... 39
5.4.1 强化网厅功能,提升用户体验....... 39
5.4.2 促进网厅手机端与电脑端的功能融合....... 40
5.4.3 探究新型电子渠道... 40
5.5 小结 ......... 40
参考文献 41
致 谢.... 44III
Contents
1. Introduction .... 1
1.1 The background, purpose and significance of this paper... 1
1.1.1 Background ...... 1
1.1.2 Taizhou telecom company profile........ 2
1.1.3 The purpose and significance of the topic........ 3
1.2 Research methods and ideas ........... 3
1.3 Channel management theory........... 4
1.3.1 Definition and connotation of channel management.... 4
1.3.2 channel management features .. 5
1.3.3 channel management process ... 6
2. Taizhou telecom marketing channel environment analysis 8
2.1 External environment analysis of Taizhou Telecom Marketing Channel .. 8
2.1.1 Macro environment of Taizhou Telecom Marketing Channel. 8
2.1.2 Industrial environment of Taizhou telecom marketing channel......... 10
2.2 The analysis of the internal environment of Taizhou telecom marketing channel 13
2.2.1 China Telecoms marketing channel .. 13
2.2.2 Taizhou telecom marketing channel development process.... 14
2.2.3 Taizhou telecom marketing channel .. 15
2.3 Taizhou telecom marketing channel SWOT matrix ......... 19
3. Problems and reasons of Taizhou telecom marketing channel .... 20
3.1 Problems and causes of the physical channel ....... 20
3.2 Problems and causes of social channels.... 21
3.3 Problems and causes of direct selling channel...... 22
3.4 Problems and causes of electronic channel........... 22
4. Taizhou telecom marketing channel optimization strategy.......... 24
4.1 Taizhou telecom marketing channel optimization ideas... 24
4.1.1 Marketing channel optimization principles.... 24
4.1.2 Marketing channel optimization ideas ........... 24
4.1.3 Marketing channel development orientation.. 25
4.2 Optimization strategy of Taizhou telecom marketing channel ..... 26
4.2.1 Establish channel collaboration system.......... 26
4.2.2 Entity channel optimization strategy.. 27IV
4.2.3 Social channel optimization strategy . 29
4.2.4 Direct marketing channel optimization strategy ........ 31
4.2.5 Electronic channel optimization strategy ....... 32
5. Taizhou telecom marketing channel optimization and security measures ......... 37
5.1 Protection measures for the optimization of the physical channel ........... 37
5.1.1 Two reforms ... 37
5.1.2 Three buildings........... 37
5.1.3 Four optimization ....... 37
5.2 Security measures to optimize social channel ...... 37
5.2.1 To improve the management system of Taizhou Telecom social channel .... 37
5.2.2 Change the Commission oriented,enhance the enthusiasm of channel
members ...... 38
5.2.3 Set up an intensive agency service shop ........ 38
5.2.4 Expand cooperation with terminal wholesalers ......... 38
5.3 Guarantee measures for direct marketing channel optimization... 39
5.3.1 Perfect salary system,strengthen channel management ...... 39
5.3.2 Integration of social resources,strengthen the team strength39
5.4 Safeguard measures of electronic channel optimization... 39
5.4.1 To strengthen the function of the office of the network to enhance the user
experience.... 39
5.4.2 To promote online business hall mobile client and computer client function
integration.... 40
5.4.3 Explore new electronic channels........ 40
5.5 Summary... 40
References.......... 41
Acknowledgements ....... 441
摘 要
随着中国电信行业的重组和 4G 业务运营,中国电信、中国移动和中国联通
之间的市场竞争愈发激烈,营销渠道作为市场开拓的关键点,逐渐成为运营商争
先整合规划的聚焦点。中国电信股份有限公司台州分公司(以下简称:台州电信)为
了适应市场竞争的要求必须对自身的营销渠道进行优化,从而为市场营销工作的
开展打好基础

台州电信下辖 9 个县市分公司,建立了实体渠道、直销渠道、社会渠道、电
子渠道四类营销服务渠道。自从台州电信开始运营手机移动业务,营销渠道逐渐
暴露出各种问题,有渠道内部的问题,也有渠道间发生冲突、缺少协作的问题

这种情况导致电信用户满意度下降,业务增长举步维艰,渠道成员抱怨增多,企
业发展陷入困境。同时台州电信的优势产品宽带和固定电话受到竞争对手移动、
联通的业务种类拓展的巨大压力。对计划借助手机移动业务杀出重围,抢占市场
份额、创造良好业绩的台州电信来说,必须尽快对原有营销渠道进行优化,转变
当前不利局面。台州电信要加快从实际出发,建立竞争力强、切实高效的营销渠
道体系,确保公司顺利完成战略转型升级

本文通过运用市场营销和管理学相关理论知识,根据通信市场的市场特征,
将电信的营销渠道管理与市场营销知识结合使用,通过相关数据的比较,对台州
电信营销渠道所面临的优势、劣势、机会和威胁进行了综合分析,发现台州电信
的各个营销渠道存在渠道覆盖率偏低、渠道营销能力偏弱、渠道缺少明确的功能
定位、渠道间协同能力弱、渠道缺乏有效管理等问题。文章随后明确了台州电信
营销渠道的优化原则和优化方向,然后本文分直销渠道、社会渠道、实体渠道和
电子渠道提出了具体的优化策略,明确渠道职责、功能和改进关键点。最后,本
文从制度和机制的完善上着手,对台州电信营销渠道优化策略有效落实的保障措
施进行了详细论述。希望本文的论述分析,能助推台州电信营销渠道优化工作的
切实高效开展,助力台州电信的战略转型升级

关键词:营销渠道,优化,电信2
Abstract
With Chinas telecom industry restructuring and 4G service operation,China
Telecom,China Mobile and China Unicom between the increasingly fierce market
competition,marketing channel,as market development the key point has gradually
become operators rushed out to integrate planning focus.China Telecom Co Taizhou
branch (hereinafter referred to as Taizhou Telecom) in order to meet the market
requirements must be for their own marketing channel optimization,in order to carry
out and lay a good foundation for marketing work.
Taizhou Telecom Company under the jurisdiction of the nine cities and counties
branch,established the physical channel,direct channel,social channels,electronic
channels of four kinds of marketing service channel.Since the start of Taizhou Telecom
mobile phone mobile business operation,marketing channel gradually exposed some
problems,there are channels for internal problems,there are inter channel
conflict,lack of coordination problems.This situation led to the decline in customer
satisfaction,business growth difficult,channel members have complained about the
plight of the development of enterprises.At the same time the advantages of Taizhou
Telecom broadband and fixed phone products by competitors mobile,China Unicoms
business expansion of the great pressure.Taizhou Telecom plans to use mobile phone
business deus ex,to seize the market share,create a good performance,we must as
soon as possible to the original marketing channels optimization and change the
current unfavorable situation.Taizhou Telecom to accelerate from the reality,the
establishment of a strong competitive and efficient marketing channel system,to
ensure the smooth completion of the companys strategic transformation and
upgrading.
In this paper,through the use of marketing and management and relevant
theory,according to the market characteristic of the communication market,telecom
marketing channel management and marketing knowledge,carries out a
comprehensive analysis through the comparison of the related data,which faces to the
Taizhou telecom marketing channel advantage,weakness,opportunity and threat of the
comprehensive analysis,found that the existence of all marketing channels of Taizhou
telecom channel coverage rate is low,the channels marketing ability weak,channel
lacks clear function fixed position,channel weak cooperation,lack of channel effective
management and so on.Then the article makes clear the principles and direction for3
optimization of Taizhou telecom marketing channels.Then,this paper is divided into
direct sales channel,electronic channels,physical channels and social channels
presents some optimization strategies.Clear channel for the duties,functions,and
improve the key point.Finally,this article from the improvement of system and
mechanism to the Taizhou telecom marketing channel optimization strategy for the
effective implementation of the safeguard measures are discussed in detail.I hope this
paper can boost the analysis,Taizhou telecom marketing channel optimization and
efficient development,help Taizhou Telecoms strategic transformation and upgrading.
Keywords: Marketing Channel,Optimization,Telecom1.
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