随着电信运营商全业务运营及4G时代的来临,未来电信行业竞争将日趋激烈。从

最初的卖方市场演进到了买方市场,营销渠道己经成为移动通信运营商核心竞争力的不

可缺少的重要部分,存量客户市场的维系和经营将成为企业生存的关键,而相比较与成

熟的个人客户市场,集团客户更是各运营商重点争夺的对象。集团客户规模不断扩大,

且具有稳定度及粘性较高、易于行业深度捆绑等特征,都说明集团客户己经成为运营商

决胜的重要战场之一,如何为集团客户提供高质量、个性化、差异化的服务,如何贴近

客户需求,量身定制通信产品,实现深度捆绑,培养集团客户的忠诚度己成为运营商保

有和拓展工作的重中之重。

论文以江苏移动扬州分公司集团客户营销渠道体系为切入口,针对如何科学、合理

的完善移动通信营销渠道进行具体分析。首先,分析了扬州移动公司集团客户市场营销

渠道建设的现状和影响因素;其次,提出了扬州移动公司集团客户营销渠道建设的目标

和原则,完善了扬州移动公司集团客户市场营销渠道体系、分直销渠道、实体渠道、电

子渠道提出了完善措施,并重点针对新兴的电子渠道优化进行了分析与设计;最后,提

出了集团客户营销渠道建设的保障措施。

本文既有理论分析、论证,又有对扬州移动2011年-2013年的数据研宄和分析,找

出现有扬州移动集团客户营销渠道存在的不足,根据集团产品、业务的特点,结合集团

客户消费行为分析,以市场、高效为导向,进行集团客户市场渠道体系的完善研究,结

论具有一定的指导意义和使用价值,为扬州移动公司集团客户市场营销渠道管理工作提

供了有效、实用的辅助管理工具。

关键词:集团客户,营销渠道,渠道设计,体系完善

Abstract

With the approach of telecom operators' full-service operation and the 4G era,there will

be increasingly fierce competition in the future telecom industry and the original seller's

market will be evolved into the buyer's market. The marketing channel has become an

indispensable part of the core competitiveness of mobile operators, and the maintenance and

operation of the stock market will become the key fact for enterprise's survival. Compared

with mature individual user market, the group customers are important objects as to the

fighting of operators. The unceasingly expanded scale of group customers, their stability,

high viscosity and easiness for deep bundling in the industry, indicate that the group

customer has been one important battlefield to determine the victory of operators. How to

provide group customers with high quality,personalized and differentiated services,how to

draw closer to customer demands,how to make customized communications products, how

to realize deep bundling and cultivate the loyalty of group customers, have become the

priority for operators to save and expand their businesses.

This paper, taking the group customer marketing channels of Yangzhou branch, China

Mobile Communications Group Jiangsu Co., Ltd. as the start point, makes detailed analysis on

the scientific and reasonable improvement of mobile marketing channels. Firstly, the status

and influencing factors of the group customer marketing channels of Yangzhou Mobile are

analyzed; then,the objectives and principles for group customer marketing channel

construction of Yangzhou Mobile are proposed, measures to improve the group customer

marketing channel system, distribution and direct channels and electronic channels are put

forward, and analysis and design are carried out mainly on the rising electronic channels;

finally, the safeguarding measures for the construction of group customer marketing channels

are brought up.

In this paper,there are theoretical analysis and argument and also empirical study with

real data of year 2011-2013 of Yangzhou Mobile; the insufficiencies existing in the current

group customer marketing channels of Yangzhou Mobile are found out; and study is carried

out on the improvement of group customer marketing channel system with market and high

efficiency as the orientations, based on the characteristics of group product and business, and

in combination of analysis of consuming behaviors of group customers. Therefore, the

conclusion is of universal meaning and practical value, and provides efficient and practical

auxiliary management tool for the marketing channel management work of Yangzhou Mobile.

KeyWords: Group Customer; Marketing Channel; Channel Design; System Improvement