發(fā)布時(shí)間：2017-12-31 13:26

  本文關(guān)鍵詞：鐵嶺移動(dòng)公司營銷渠道管理提升策略研究　出處：《吉林大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 營銷渠道 SWOT分析 渠道轉(zhuǎn)型 管理提升策略

【摘要】：營銷渠道是企業(yè)與客戶之間溝通的橋梁，是聯(lián)系客戶的重要紐帶，因此，在市場營銷中，營銷渠道扮演著重要的角色。作為載體，渠道承擔(dān)著確保整個(gè)營銷過程暢通的責(zé)任。任何一個(gè)企業(yè)，無論其產(chǎn)品如何優(yōu)質(zhì)，價(jià)格如何低廉，沒有優(yōu)質(zhì)的營銷渠道，客戶就無法獲得產(chǎn)品和服務(wù)，而企業(yè)也無法實(shí)現(xiàn)其產(chǎn)品和服務(wù)的價(jià)值。所以說，營銷渠道的規(guī)劃和管理是增強(qiáng)企業(yè)競爭力的重要手段和長期戰(zhàn)略。 隨著通信技術(shù)不斷進(jìn)步，通信行業(yè)也取得了突飛猛進(jìn)的發(fā)展，行業(yè)的重組和3G牌照的發(fā)放，使中國通信行業(yè)正式進(jìn)入3G時(shí)代。通過對(duì)現(xiàn)有資源的有效整合，三大運(yùn)營商同時(shí)進(jìn)入全業(yè)務(wù)運(yùn)營時(shí)代。市場環(huán)境突變導(dǎo)致運(yùn)營商之間的競爭日趨激烈，全業(yè)務(wù)運(yùn)營后，產(chǎn)品同質(zhì)化，價(jià)格差距縮小，服務(wù)質(zhì)量相近，各方面因素大同小異，而唯一無法復(fù)制的只有渠道。因此，營銷渠道對(duì)于電信企業(yè)來講尤為重要。重組之前，，中國移動(dòng)憑借優(yōu)質(zhì)的網(wǎng)絡(luò)、卓越的服務(wù)，始終引領(lǐng)著行業(yè)的發(fā)展。而重組之后，面對(duì)市場環(huán)境的變化，網(wǎng)絡(luò)技術(shù)的發(fā)展、政策法規(guī)的監(jiān)管等一系列機(jī)遇和挑戰(zhàn)，如何適應(yīng)市場環(huán)境，提升核心競爭力，繼續(xù)保持行業(yè)領(lǐng)先優(yōu)勢是函待解決的問題。 本文以營銷渠道相關(guān)理論為基礎(chǔ)，從工作實(shí)際出發(fā)，介紹了在不同發(fā)展階段的營銷渠道發(fā)展模式，同時(shí)介紹了鐵嶺移動(dòng)公司的基本組織架構(gòu)、市場情況以及營銷渠道現(xiàn)狀，通過全面客觀地分析鐵嶺移動(dòng)面臨的市場環(huán)境和渠道現(xiàn)狀，結(jié)合全新的市場環(huán)境，指出現(xiàn)有營銷渠道存在結(jié)構(gòu)布局不合理、營銷能力弱、忠誠度低、服務(wù)質(zhì)量差等問題。在實(shí)際運(yùn)營過程中，綜合運(yùn)用“SWOT”分析法，詳細(xì)分析了自身的優(yōu)勢和劣勢，指出了今后面臨的機(jī)遇和威脅。同時(shí)提出“渠道轉(zhuǎn)型”理論，并指出鐵嶺移動(dòng)在“渠道轉(zhuǎn)型”中實(shí)施“星級(jí)管理”，調(diào)整酬金結(jié)構(gòu)等具體的操作步驟和方法。通過分析電子渠道、自有渠道、社會(huì)渠道、區(qū)域中心存在的問題，提出了加強(qiáng)電子渠道宣傳、加快自有渠道建設(shè)、加強(qiáng)社會(huì)渠道管理、重視區(qū)域中心考核等一系列切實(shí)可行的管理提升策略。最后，為確保各項(xiàng)工作的順利開展，提升工作執(zhí)行力，針對(duì)具體工作提出策略實(shí)施的措施和保障。
[Abstract]:Marketing channel is a bridge between enterprises and customers, is an important link between customers, therefore, in marketing, marketing channels play an important role as carriers. Channels bear the responsibility to ensure the smooth flow of the entire marketing process. Any enterprise, no matter how high quality its products, how cheap, no quality marketing channels, customers will not be able to obtain products and services. Therefore, the planning and management of marketing channels is an important means and long-term strategy to enhance the competitiveness of enterprises. With the continuous progress of communication technology, the communication industry has also made rapid development, the restructuring of the industry and the issuance of 3G licences. Through the effective integration of existing resources, the three major operators have entered the era of full-service operation at the same time. The sudden change of market environment leads to the increasingly fierce competition among operators. After the operation of the whole business, the product is homogenized, the price gap is narrowed, the service quality is similar, the factors in all aspects are similar, and the only thing that can not be replicated is the channel. Marketing channel is particularly important for telecom enterprises. Before reorganization, China Mobile, with excellent network, excellent service, always lead the development of the industry. After the reorganization, facing the changes of market environment. The development of network technology and the supervision of policies and regulations are a series of opportunities and challenges. How to adapt to the market environment, enhance the core competitiveness, and continue to maintain the leading edge of the industry is a problem to be solved. Based on the theory of marketing channel, this paper introduces the development mode of marketing channel in different development stages, and introduces the basic organization structure of Tieling Mobile Company. Market situation and marketing channel status, through a comprehensive and objective analysis of Tieling Mobile facing the market environment and channel status, combined with a new market environment, pointed out that the existing marketing channel structure layout is unreasonable. The marketing ability is weak, the loyalty is low, the service quality is poor and so on. In the actual operation process, the comprehensive use "SWOT" analytic method, has analyzed its own superiority and the inferiority in detail. This paper points out the opportunities and threats in the future, and puts forward the theory of "channel transformation", and points out that Tieling Mobile implements "star management" in "channel transformation". Through analyzing the problems existing in electronic channels, self-owned channels, social channels and regional centers, the author puts forward some suggestions on strengthening the propaganda of electronic channels and speeding up the construction of their own channels. Strengthen the management of social channels, attach importance to the assessment of regional centres and other practical management promotion strategies. Finally, in order to ensure the smooth development of the work, enhance the implementation of the work. According to the concrete work, the paper puts forward the measures and guarantees of the implementation of the strategy.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F626

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