从邮电大分家开始，中国移动经历了几年高速增长时期。为了促进移动通信企业良
性竞争，移动通信行业有进行了重组。2009 年，中国移动通信进入了 3G 时代。中国移
动公司承担了具有浓重民族色彩的 TD 网络建设与推广任务，成本压力相应增加。而客
川移动公司社会渠道激励成本增长速度高于一般成本。如何开展有效激励成为客川移动
公司亟需解决的问题。
本文通过对客川移动公司社会渠道激励策略的现状分析，探索有效提高渠道激励效
果的方法。分析从社会渠道现状出发，结合移动通信市场营销的情况，侧重分析社会渠
道激励过程中存在的问题。在分析其成因及影响后，本文认为客川移动公司开展的市场
营销活动能够取得一定的效果。但是，在营销活动开展前，评估营销活动效果时要综合
考虑各种因素的影响，提高营销效率。在激励成本资源相对有限时，要考虑丰富社会渠
道激励策略，加强对精神激励的关注。针对不同的社会渠道，采取不同的激励策略，适
时开展激励。
关键词：渠道激励 社会渠道 套利行为
ABSTRACT
Now, people gradually realize the importance of channel. Especially for the marketing of
the communications industry, channel plays an important role in the sales of product and the
customer service, as the main communication way of the enterprise and customer. Therefore,
the channel management in marketing management status is also rising, especially channel
motivation. From the effect of the incentive as the starting point, how to meet the different
needs, how to make the channel have clear goals, how to promote incentive target to be
reached reasonably are the key problems of channel incentives to be solved.
China Mobile had experienced several years of high-speed growth period after the
separation of posts and telecommunications system. In order to promote benign competition
of the mobile communication enterprises, mobile communication industry restructured. In
2009, mobile communication industry entered the 3G era. Since China mobile company
undertook the task of the TD network construction and promotion with strong national colors,
the pressures of the cost of the channel incentives increased. The growth rate of cost of the
channel incentive of KC Mobile Social is higher than the growth rate of the other general cost.
How to carry out effective channel incentives became the urgent problem of the KC Mobile
Company needed to be solved.
Through the analysis of the current situation of incentive strategy of social channel of
KC mobile company, the paper wants to explore the effective Incentive strategy of social
channels. Be based on the social channel current situation, the analysis, combined with the
mobile market marketing situation, focusing on analysis of problems of social channels in the
agency business. This paper argues that the marketing activities of the mobile company
achieves certain effect.But, before the marketing activities, must take various factors into
consideration in the process of evaluation of the marketing activities. When the cost of
incentive became relatively limited, it needed to rich the motivation strategies of social
channel, and pay attention to strengthen the spiritual incentive. To take different incentive
strategy to different kind of social channels, timely.
Keywords: channel incentives；social channel；arbitrage behavior
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