摘要
II
摘要
通信行业作为国家的基础信息行业，一直跟随国家的战略发展而经历着行
业的升级换代。从2G到3G再到4G，甚至即将到来的5G，每一次升级间隔时
间都在缩短，每一次变革带来的不仅是通信行为的变化，更是社会资源配置的
变化。当前的客户通信需求除了电话语音，还扩展到了数据通信，涵盖图像、
视频等多种需求；终端也不仅限于当初的电话机，已经发展到固定终端、移动
终端，还有万物互联。物联网时代已经来临，通信已经不再局限于人与人之间，
人与人、人与物、物与物都有着巨大的通信需求
中国的通信企业经历了多轮的重组改革，自从2013年12月，工信部发放
4G牌照，并给中国移动发放固网宽带运营牌照起，中国移动、中国电信、中国
联通三家通信运营商进入真正的全业务运营时代。作为承载企业业务推广通路
的营销渠道，在客户需求的变化和市场竞争格局的变化下，一些旧的管理理念、
销售策略、现场管理模式未及时调整，盈利能力越来越弱，因此亟待解决营销
渠道的转型问题和盈利能力
本论文通过分析南昌移动公司在当前市场环境下，“以产品为导向”的营销服
务渠道体系遇到的发展瓶颈和问题，结合客户需求理论，从客户的需求变化找
到当前问题的根源和解决方法，并在布局优化、渠道网点管理方法、激励考核
和差异化服务等方面找到改善策略，研究渠道营销体系的整合策略，构建出“以
客户需求为导向”的营销服务体系
关键词：移动公司；营销渠道；问题；策略
Abstract
III
ABSTRACT
As a basic information industry of the country, communication industry
experiences the upgrading with the following of the strategic development of the
country. From 2G,3G to 4G, and even the coming 5G, the interval of promotion is
shortened and each reform brings not only a change in the communication behavior,
but also in the allocation of social resources. The current demand of customer
communication has extended to data communication covering image, video and
other needs instead of restricting original telephone voice communication. The
terminal is not only confined to the previous telephone, but has been developed to
the fixed terminal, the mobile terminal, and the interconnection of all things. The era
of the Internet has come, communication is no longer limited between man-man,
man-objects and objects themselves have huge communication needs.
Chinese communication enterprises experienced several rounds of reform, the
Ministry granted 4G licenses and gave out China Mobile fixed broadband operators
license since December 2013, China Mobile, China Telecom, China Unicom enter
the era of full business operation. As the marketing channel, some old management
concepts, sales strategies, and field management models have not been adjusted in
time under the change of customer demand and market competition, which leads
profitability is getting weaker. Hence, it is urgent to solve the transformation and
profitability of marketing channels.
Based on the current market environment of Nanchang Mobile Corporation,
this paper attempts to analyze the problems of marketing service channel system
which takes product as a guidance and combine the demand theory to find the source
of the issue and solutions from the change of customers’ needs. It also finds the
improvement in the aspects of layout optimization, channel network management,
incentive assessment and differential service. Through the research on integration
strategy of marketing system, the customer demand-oriented marketing service
system is constructed.
Key Words: Mobile corporation;marketing channels;problems; strategy
目录
IV
目录
第1章 绪论 ..... 1
1.1 研究的背景和意义 . 1
1.2 研究的思路和方法 . 3
1.3 研究的难点和创新点 ......... 3
第2章 文献综述及相关理论介绍 ..... 5
2.1 研究现状 ..... 5
2.1.1 国外研究现状 ........ 5
2.1.2 国内研究现状 ........ 6
2.2 相关理论 ..... 7
2.2.1 消费者需求理论 .... 7
2.2.2 营销渠道概念 ...... 10
2.2.3 SWOT分析法 ....... 11
第3章 南昌移动公司发展现状 ....... 13
3.1 公司基本情况介绍 ........... 13
3.2 公司SWOT分析 .. 14
3.2.1 优势和劣势 .......... 14
3.2.2 机会和威胁 .......... 17
第4章 南昌移动公司营销渠道分析 ........... 19
4.1 营销渠道运营中存在的问题 ....... 19
4.1.1 营销渠道基本情况 .......... 19
4.1.2 营销渠道盈利模式和遇到的问题 .......... 20
4.2 影响营销渠道运营的原因分析 ... 22
4.2.1 客户消费行为的转变 ...... 22
4.2.2 激励效果的下降 .. 24
4.2.3 进店客户的减少 .. 25。