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MBA硕士论文_上海电信实体渠道体系优化研究DOC

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上海电信 渠道优化
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文本描述
摘要
近年来,随着通信行业技术的发展以及日益扩大的市场需求,使中国通信行
业三大运营商由传统的单产品经营转向由移动终端引领的融合产品的经营发展
模式,移动终端引领的发展模式实质是从通信产品销售向电子消费品销售的转型,
而实体渠道成为这一转型中争夺用户的核心资源,尤其是需要加强其客流拦截能
力和主动营销能力,将实体渠道打造为有效争夺用户购机的重点渠道

面对竞争和转型发展,中国电信股份有限公司对传统渠道经营模式的依存度
依然很高,不注重实体渠道的综合高品质服务,坐商模式思维严重。如在自营实
体渠道的建设中,选址以营业厅与局房合建居多,区域覆盖存在漏洞,服务以响
应为主,主动销售和体验式销售能力不足;现有实体渠道结构单一,合作商有限;
社会实体渠道重点建设渠道代理商模式存在定位模糊等问题

本文以中国电信股份有限公司上海分公司(以下简称上海电信)为研究对象,
通过对渠道管理理论的研究及对上海电信竞争对手的分析,结合上海电信实体渠
道的现状,通过渠道缺口分析寻找出上海电信实体渠道在现阶段发展中营业厅布
局问题的根源,利用层次分析法建立科学选址模型,结合店面经济价值和风险因
素评估法,建立以渠道综合价值分析为核心的优质门店选址方法;通过对上海地
区通信圈及信息圈的可合作模式探究,建立渠道价值评估矩阵,给出适合上海电
信实体渠道拓展的新方向;根据分析上海电信现有渠道代理商模式的问题成因,
重新定位现有渠道模式,并针对存在的问题制定优化措施。整个专题研究以渠道
综合价值分析为核心、以优质门店建设选址—区域化连锁渠道拓展—渠道代理商
模式优化为重点,旨在建立一套符合上海电信自身特点,且可行性高的渠道优化
措施,并通过提出相应的推进计划和保障措施,来确保整个实体渠道优化措施的
有效进行

关键词:门店选址;新渠道拓展;运营优化MBA 学位论文 作者:范梦琪 上海电信实体渠道体系优化研究
Abstract
In recent years, with the development of communication technology and the growing market
demand, the three major operators of China&39;s telecommunications industry are moving from the
traditional single product management to mobile terminal-led integration product model, the
mobile terminal-lead model is transform the sales of communications products to electronic
related products. Under this trend offline sales channels become the core resources for getting
users. Operators need to strengthen the ability of attracting customers and selling products actively
to compete the effective user purchase points.
The traditional channels of the telecom industry focus on services. Operators have serious
thinking in the business model and the passive service awareness is more stubborn. But active
sales ability is weak. To self owned-channel, for example, too much emphasis on service area
coverage and operating hall builds with office room to save cost, most of the operating hall is
service-oriented with the lack of initiating and experiencing capabilities.
This research takes China Telecom Co., Ltd. Shanghai Branch (referred as Shanghai Telecom)
as the research object, through the channel management theory and the analysis of Shanghai
Telecom competitors, combined with the status of Shanghai Telecom entity channel, through the
channel gap analysis to find the root of problems of Shanghai Telecom entity channel’s operating
hall. Using the analytic hierarchy process to establish the scientific location model and combining
with the economic value and risk factor evaluation method to establish high quality store location
method with the channel integrated value analysis as core. Through the analysis of the specific
mode of communication and information channel in Shanghai, the channel value evaluation
matrix is established, and the new direction suitable for the development of new model of
Shanghai Telecom entity channel is given. According to the analysis of the causes of the existing
channel agent model of Shanghai Telecom, the existing channel model is repositioned and the
optimization measures are put forward for the existing problems. The whole research focuses on
the comprehensive value analysis of the channel and focuses on the optimization of the channel of
the high-quality stores and the expansion of the regional chain channel. The aim is to establish a
set of channel optimization measures which are in line with the characteristics of Shanghai
Telecom and high feasibility. And through the corresponding promotion plan and safeguard
measures to ensure that the entire entity channel optimization measures to effectively carry out.
Key words:Location select; new channel expansion; operational optimizationMBA 学位论文 作者:范梦琪 上海电信实体渠道体系优化研究
目录
一、前言........... 1
(一)研究背景与意义....... 1
(二)研究内容和思路....... 2
二、相关理论与实践借鉴....... 3
(一)渠道管理基础理论... 3
1、渠道管理基础理论简述 ......... 3
2、渠道综合价值评估 ..... 3
(二)相关分析方法及工具........... 3
1、渠道缺口分析 . 3
2、层次分析法 ..... 5
3、店铺价值测算评估法 . 5
(三)中国联通上海分公司新型渠道建设探索... 6
1、联通上海分公司社会渠道拓展政策 . 6
2、联通上海分公司与神脑国际的战略合作 ..... 7
三、上海电信实体渠道运营现状与分析....... 9
(一)上海电信简介........... 9
(二)上海电信实体渠道运行现状分析. 10
1、上海电信实体渠道整体现状 ........... 10
2、实体渠道管理专业化现状 ... 11
3、自营渠道建设现状 ... 12
4、社会渠道建设现状 ... 13
(三)上海电信实体渠道建设的瓶颈及原因分析......... 17
1、营业厅布局不均衡 ... 17
2、营业厅移动终端销售能力弱 ........... 17
3、社会渠道单一专业化管理欠佳 ....... 17
四、上海电信实体渠道优化措施..... 18MBA 学位论文 作者:范梦琪 上海电信实体渠道体系优化研究
(一)实体渠道优化的指导思想及目标. 18
(二)建立自营渠道高端体验店选址模型......... 19
1、技术选址——高端店门店选址四步法 ....... 21
2、经济测算——店铺价值测算评估 ... 28
3、风险评估——一票否决制 ... 28
4、选址实际操作场景模拟 ....... 29
(三)开发新型社会渠道. 30
1、通信消费圈拓展方向 ........... 30
2、信息消费圈拓展方向 ........... 32
3、新渠道价值分析 ....... 36
(四)改进现有社会渠道管理模式..........
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