随着通信技术的不断发展，我国通信市场的饱和度越来越高，通信运营商的新量用户增 长速度逐渐放缓，特别是城市通信市场的竞争越发激烈。农村通信市场因为开发较迟，移动 互联网普及率相对不高，广大农村用户的通信需求还集中在语音通话方面。目前，随着 4G、 5G 智能终端的普及，农村市场的流量需求必然会出现爆炸性增长。农村市场逐渐成为三大运 营商角逐的主要战场，也是运营商新量用户增长的主要来源。因此，建设和管理好农村市场 的营销渠道成了 SY 电信公司抢占农村市场份额的主要抓手，也是各通信公司运营的重要战 略方向。 本文以 SY 电信农村市场的营销渠道战略为研究对象，以营销渠道战略和营销渠道管理 的相关理论依据作为基础，对 SY 电信和竞争对手在农村营销渠道方面的现状进行调研。研 究采用现代营销战略的核心分析工具 STP 分析法细分当前整体农村通信市场，确定了公司下 一步的目标市场选择和产品定位策略；运用 SWOT 分析法，分析了 SY 电信农村营销渠道面 临的优势、劣势、机遇和挑战，明确了公司营销渠道和营销渠道管理存在的问题。结合 SWOT 分析方法中的交叉分析，提出了 SY 电信关于农村市场营销渠道的主要指导战略，并且依据 战略进行运营策略制定和实施方案的设计。研究成果对 SY 电信农村渠道管理水平的提升和 营销渠道的开拓起到了一定的指导作用。 关键词：营销渠道战略，农村通信市场，SY 电信，STP 分析，SWOT 分析II Abstract With the continuous development of communication technology, saturation of the China’s communication market is getting higher and higher. As the growth of new users of communication operators gradually slows down, the communication market has become more and more competitive, especially in urban. Due to the slow development of the rural communication market, the mobile Internet penetration is not very high, and the communication needs of the majority of rural users are still focused on voice calls. At present, with the gradual popularization of 4G and 5G smart terminals, the traffic demand in the rural market will inevitably grow rapidly. The rural market has gradually become the main competitive battlefield for the three major operators, and also the main source for growth of new users. Therefore, the construction and operation of marketing channels in rural is a main starting point for SY Telecom to seize the rural market share, and also an important strategic direction for the operation of communications companies. Taking SY Telecom’s rural marketing channel strategy as the research object, based on the marketing channel strategy and relevant theoretical basis of marketing channel management, this paper investigates the current situation of SY Telecom and its competitors in rural marketing channels. At the same time, the paper uses the STP analysis method, one of the core tools of modern marketing strategy, to subdivide the rural communication market and determine the SY Telecom’s next target market selection and product positioning strategy; in the paper, the SWOT analysis method is used to analyze the advantages, disadvantages, opportunities and challenges faced by the rural marketing channels of SY Telecom and to clarify the problems in the company’s marketing channels and its management. Combining the design results of cross analysis under SWOT analysis, the paper proposes the major guiding strategy which is about rural marketing channels for SY Telecom. Furthermore, the operation strategy and the implementation plan are designed according to the strategy. The research results have played a guiding role in improving the management level of SY Telecom’s rural channels and developing the marketing channels. Key words: Marketing channel strategy, Rural communication market, SY Telecom, STP analysis, SWOT analysisIII 目录 第一章 绪论............................................................................................................................................................. 1 1.1 研究背景 .................................................................................................................................................... 1 1.2 研究意义 .................................................................................................................................................... 1 1.3 研究目的 .................................................................................................................................................... 2 1.4 研究内容 .................................................................................................................................................... 2 1.5 研究框架 .................................................................................................................................................... 2 第二章 理论基础与文献综述 ................................................................................................................................. 4 2.1 营销渠道理论与分析方法 ........................................................................................................................ 4 2.2 营销战略分析方法 .................................................................................................................................... 7 2.2.1 STP 分析 .......................................................................................................................................... 7 2.2.2 SWOT 分析...................................................................................................................................... 9 2.3 营销渠道成员选择 .................................................................................................................................. 10 2.4 营销渠道管理 .......................................................................................................................................... 12 2.5 本章小结 .................................................................................................................................................. 15 第三章 SY 电信农村市场营销渠道现状分析 ..................................................................................................... 16 3.1 SY 县农村通信市场现状分析 ................................................................................................................. 16 3.1.1 SY 县域情况介绍 .......................................................................................................................... 16 3.1.2 SY 农村通信市场特征 .................................................................................................................. 16 3.2 SY 电信现状分析 ..................................................................................................................................... 17 3.2.1 SY 电信公司简介 .......................................................................................................................... 17 3.2.2 SY 电信业务收入情况 .................................................................................................................. 18 3.2.3 SY 电信营销渠道现状 .................................................................................................................. 19 3.3 SY 电信农村市场 STP 分析 .................................................................................................................... 21 3.3.1 SY 电信农村市场细分 .................................................................................................................. 21 3.3.2 SY 电信农村目标市场选择和产品定位 ...................................................................................... 22 3.4 SY 电信农村市场营销渠道 SWOT 分析 ................................................................................................ 23 3.4.1 SY 电信农村市场营销渠道优势 .................................................................................................. 23 3.4.2 SY 电信农村市场营销渠道劣势 .................................................................................................. 24 3.4.3 SY 电信农村市场营销渠道机会 .................................................................................................. 27 3.4.4 SY 电信农村市场营销渠道威胁 .....................................