I 摘要 改革开放以来，我国市场经济得到了迅速发展，我国大中型城市的通信市场逐渐 进入饱和状态，各大电信运营商都面临着巨大的竞争压力。近年来国务院出台了一系 列政策，进一步增加了农村建设的经济投入，在生活质量提高的同时，农民对通信业 务的需求也随之提高。为了在激烈的市场竞争局势下探索出发展道路，移动、联通、 电信运营商都将目光集中在了农村市场开发上，农村市场营销渠道的建设、运营以及 管理就成为了亟待解决的问题。中国电信作为我国通讯行业中的龙头企业，现阶段其 已经建成质量高、范围广且种类丰富的城市通信网络，这为其农村市场的开发奠定了 坚实的基矗随着电信行业重组，电信公司在北方省份中，农村市场是一个空白的新 市场，有线网络资源匮乏，但手机用户分布较广。因此电信LY分公司亟需在农村市 场设立营销渠道，为公司提供产品推广和服务支撑。 本文课题研究的主要是中国电信LY分公司农村市场营销渠道管理的相关问题， 在对营销渠道定义、功能以及分类等相关理论以及国内外营销渠道管理研究成果的基 础上，不仅对中国电信营销渠道现状进行了分析，也对电信LY分公司农村市场发展 状况、管理现状以及现阶段存在的问题进行了研究，从渠道管理决策优化、代理渠道 优化以及自营渠道优化等几方面提出了具体的渠道优化方案。 具体来讲，本篇论文主要从以下三个方面展开了论述：第一，对中国电信LY分 公司农村渠道现状进行了研究，不仅分析了LY分公司基本情况、基本组织架构及人 力资源状况，同时还利用SWOT分析法对LY分公司农村市场的优势、劣势、机遇以及 问题进行了分析；第二，分析了电信LY分公司营销渠道体系结构，结合LY分公司农 村市场营销组织状况及其代理渠道状况，对渠道管理保障、渠道成员选择、渠道能力 等问题进行了分析；第三，从渠道管理优化、渠道激励机制优化、渠道服务优化以及 渠道合作及冲突优化四个方面出发，制定了电信LY分公司农村市场营销渠道优化措 施。通过一系列的研究，期望通过对中国电信LY分公司农村市场营销渠道建设提出 的建设性意见，对我国通讯行业农村市场开发有所助益。 关键词：电信LY分公司；农村市场；渠道优化 电信LY分公司农村市场营销渠道问题研究 II Abstract Since the reform and opening up, China's market economy has developed rapidly. The communication market of large and medium-sized cities in China has gradually entered a state of saturation, and major telecom operators are facing tremendous competitive pressure. In recent years, the State Council has issued a series of policies to further increase the economic input of rural construction. As the quality of life improves, farmers' demand for communication services also increases. In order to explore the development path under the fierce market competition situation, mobile, China Unicom and telecom operators all focus on the developers in the rural market. The construction, operation and management of the rural marketing channels have become an urgent problem to be solved. As a leading enterprise in China's telecommunications industry, China Telecom has built a high-quality, wide-ranging and diverse urban communication network at this stage, which has laid a solid foundation for the development of its rural market. With the reorganization of the telecommunications industry, the rural market of telecommunications companies in northern provinces is a blank new market, with a shortage of cable network resources, but mobile phone users are widely distributed. Therefore, it is urgent for Ly Branch of Telecom to set up marketing channels in the rural market to provide product promotion and service support for the company. The main research of this paper is related to the management of rural marketing channel of China Telecom LY Branch. Based on the related theories of definition, function and classification of marketing channels and the research results of marketing channel management at home and abroad, not only the channel of China Telecom marketing The status quo is analyzed. The development status of the rural market of Telecom LY Branch, the status quo of management and the problems existing at the present stage are also studied. From the aspects of channel management decision optimization, agent channel optimization and self-operated channel optimization, specific channels are proposed. Optimization. Specifically, this paper mainly discusses the following three aspects: First, the research on the current situation of rural channels of China Telecom LY Branch, not only analyzes Basic information, basic organizational structure and human resources status of LY branch, the human resources situation of the branch company is also analyzed by SWOT analysis method. The advantages, disadvantages, opportunities and problems of the rural market of LY branch are analyzed. Secondly, the marketing channel structure of Abstract III Telecom LY branch is analyzed, and the rural market of LY branch is combined. The status of marketing organization and its agent channel status, analysis of the unreasonable layout of business halls, low comprehensive quality of channel members, lack of differentiated management, unreasonable channel remuneration structure and low employee loyalty; thirdly, Based on four aspects: channel structure optimization, channel incentive mechanism optimization, channel service optimization, channel cooperation and conflict optimization, the basic countermeasures for the optimization of rural marketing channel management of Telecom LY Branch were formulated. Through a series of studies, the author hopes to contribute to the development of rural market in China's telecommunications industry through constructive comments on the construction of rural marketing channels of China Telecom's LY branch. Key words： Telecom LY branch; rural marketing; channel optimization 电信LY分公司农村市场营销渠道问题研究 IV 目 录 第1章 绪论 ............................................................ 1 1.1 背景及意义 ..................................................... 1 1.1.1研究背景 ............................................................ 1 1.1.2研究意义 ............................................................ 1 1.2 研究内容及框架 ................................................. 2 1.3 研究方法及创新点 ............................................... 4 1.3.1研究方法 ............................................................ 4 1.3.2研究创新性 .......................................................... 5 1.4 国内外营销渠道管理理论研究现状 ................................. 5 1.4.1国外营销渠道管理理论研究现状 ........................................ 5 1.4.2国内营销渠道管理理论研究现状 ........................................ 7 第2章 营销渠道理论综述 ............................................... 10 2.1 营销渠道的定义 ................................................ 10 2.2 营销渠道的功能 ................................................ 10 2.2.1实体连接功能 ....................................................... 10 2.2.2提供服务功能 ....................................................... 10 2.2.3调节差异功能 ....................................................... 11 2.3 营销渠道的分类 ................................................ 11 2.3.1按流通环节划分 ..................................................... 11 2.3.2按层次划分 ......................................................... 12 2.3.3按中间商数目划分 ................................................... 12 2.4 营销渠道中的行为 .............................................. 12 2.4.1渠道冲突 ........................................................... 12 2.4.2渠道合作 ........................................................... 13 2.5 电信营销的相关概念 ............................................ 13 2.5.1电信产品 ........................................................... 13 2.5.2电信营销渠道 ....................................................... 13 2.6 本章小节 ...................................................... 13 第3章 LY分公司概况及营销环境分析 ..................................... 15 3.1 LY分公司简介 .................................................. 15 3.1.1 LY分公司基本情况 .................................................. 15 3.1.2 LY分公司基本组织架构 .............................................. 15 3.1.3 LY分公司人力资源状况 .............................................. 18 目 录 V 3.2 LY分公司农村市场发展现状 ....