近年来，随着信息技术革命和经济全球化的不断发展，我国通信业得 到了前所未有的快速发展。与此同时，我国通信市场的竞争也日趋激烈。 在通信市场激烈的竞争格局下，营销渠道已成为决定企业生存和发展的关 键因素。目前，我国对于通信市场的营销渠道已有一些研究成果，但是对 于营销渠道建设的研究却比较少，尤其是对于县级市场的渠道建设和管理 研究更是研究得很少。 本文正是从县级市场角度出发，研究盘县联通的营销渠道建设，并为 盘县联通的渠道建设进行管理方案设计。这对于盘县联通开展和完善渠道 建设有着重要意义，同时，也对联通的其他县级分公司的渠道建设有着启 发意义。本文首先阐述了国内外有关营销渠道的理论，通过对营销渠道理 论的深入理解和把握，从盘县联通公司的实际出发，对盘县联通的营销环 境和现状进行了全面的分析，并运用市场营销优势、劣势理论对盘县联通 进行了营销优势、劣势分析。在对盘县联通公司营销环境和现状进行了全 方位、多角度的分析之后，对渠道建设的规模和结构进行了深入剖析，指 出公司渠道建设存在的五个方面的问题，即渠道的规模不合理、渠道功能 不完善、网点布局不合理、渠道伙伴收益来源窄、渠道管理不规范。在此 基础上，提出了渠道建设的全方位的管理方案，以管理目标、思路和原则 为指导，设计出了营业厅管理方案、代理商管理方案和村级服务站管理方 案，并为管理方案的实施给出了一系列保障措施。最后，总结出了盘县联 通渠道建设管理的结论。 【 关 键 词 】 营销渠道 渠道管理 盘县联通 【 研究类型 】 应用基础 2 Abstract In these years, with the Revolution of Information Technology and Economic Globalization developing, the telecom industry has been developing very fast. At the same time, the competition in telecom industry in China is more and more serious. Under the situation of serious competition, telecom companies compete in communicating ability, serice circumstance, price of products and so on. For telecom industry, marketing channel is the way to expeditiously and efficiently bring telecom service to the final customers. It is one of the most important competition advantages, which also contains the most variable ingredients. In this paper, we study the marketing channel build-up of China Union PanXian Branch on the view of town market, and we design the optimizing project for marketing channel build-up.These research results are significant for China Union PanXian Branch, and for other Branches in towns. The theories on marketing channel are expatiated in the beginning of this paper. By thorough understanding the theories, marketing environment and recent situation are analyzed profoundly. Macroscopic economic environment as to it's with inside the exterior environment obtain thorough of understanding. Make use of a marketing the excellent, bad situation theories carried on analysis to it. During the analytical process, qualitative research and quantitative research are used together, and a large number of datas about the company’s business are used to provide important evidence. Based on these analysis, the optimizing projects and a series of guarantee measures are given. Finally, six conclusion on the marketing channel build-up of China Union PanXian Branch are summarized. 【Keywords 】Marketing Channel Channel Management China Union PanXian Branch 【Study type】Application foundation 3 目 录 摘要 ............................................................................................................. 1 1前言 .......................................................................................................... 1 1.1选题背景与意义................................................................................. 1 1.2研究思路与研究方法 ......................................................................... 2 1.2.1研究思路 ..................................................................................... 2 1.2.2研究方法 ..................................................................................... 4 1.3理论基础与相关文献综述 ................................................................. 5 1.3.1理论基础 ..................................................................................... 5 1.3.2相关文献综述 ............................................................................. 9 2盘县联通营销环境和现状分析 ............................................................... 12 2.1盘县联通营销环境分析 ................................................................... 12 2.1.1宏观经济环境分析 .................................................................... 12 2.1.2社会环境分析 ........................................................................... 14 2.1.3通信市场消费者行为分析 ........................................................ 15 2.1.4竞争对手分析 ........................................................................... 16 2.2盘县联通营销现状分析 ................................................................... 18 2.2.1盘县联通概况 ........................................................................... 18 2.2.2盘县联通市场现状 .................................................................... 20 2.2.3盘县联通的产品体系现状 ........................................................ 21 2.2.4盘县联通客户关系管理 ............................................................ 24 2.2.5盘县联通网点分类 .................................................................... 26 2.2.6盘县联通营销优劣势分析 ........................................................ 28 3盘县联通营销渠道建设及存在的问题分析 ............................................ 30 3.1盘县联通营销渠道建设概述 ............................................................ 30 3.2盘县联通营销渠道的规模 ............................................................... 32 3.2.1盘县联通营销渠道的长度 ........................................................ 32 3.2.2盘县联通营销渠道的宽度 ........................................................ 33 3.2.3盘县联通营销渠道的广度 ........................................................ 35 3.3盘县联通营销渠道的结构 ............................................................... 35 3.3.1营业厅 ....................................................................................... 37 3.3.2专营店 ....................................................................................... 37 3.3.3代理商 ....................................................................................... 38 3.4盘县联通营销渠道建设存在的问题 ................................................ 39 4 3.4.1营销渠道规模不合理 ................................................................ 39 3.4.2营销渠道功能不完善 ................................................................ 40 3.4.3网点布局不合理........................................................................ 40 3.4.4营销渠道伙伴收益来源窄 ........................................................ 41 4盘县联通营销渠道管理研究——基于AHP模型 ..................................... 43 4.1盘县联通营销渠道管理的目标、思路与原则 ................................. 43 4.1.1营销渠道管理目标 .................................................................... 43 4.1.2营销渠道管理思路 .................................................................... 44 4.1.3营销渠道管理原则 .................................................................... 45 4.2基于AHP模型的盘县联通营销渠道管理策略 ................................. 45 4.2.1营销渠道管理AHP模型的构建 ................................................. 45 4.2.2营销渠道管理的具体策略 ........................................................ 48 4.3营业厅管理方案............................................................................... 50 4.4代理商管理方案............................................................................... 51 4.4.1代理商控制的管理 .................................................................... 51 4.4.2代理商支持的管理 .................................................................... 52 4.4.3代理商管理的管理 .................................................................... 53 4.5村级服务站管理方案 ....................................................................... 60 5盘县联通营销渠道建设管理方案实施保障措施 ..................................... 62 5.