本文關(guān)鍵詞：中國(guó)電信張家界分公司營(yíng)銷渠道策略研究　出處：《湖南大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：移動(dòng)互聯(lián)網(wǎng)蓬勃發(fā)展,各種類型的OTT業(yè)務(wù)逐漸侵蝕著傳統(tǒng)電信運(yùn)營(yíng)商的利潤(rùn)空間,消費(fèi)者的需求和產(chǎn)品購(gòu)買習(xí)慣也出現(xiàn)著巨大的變化,中國(guó)電信業(yè)內(nèi)率先提出企業(yè)戰(zhàn)略轉(zhuǎn)型的目標(biāo),期望通過(guò)產(chǎn)品、渠道、服務(wù)、機(jī)制上進(jìn)行大刀闊斧的改革,適應(yīng)社會(huì)發(fā)展的需要,再造一個(gè)新電信,成為新型的互聯(lián)網(wǎng)企業(yè)。按照企業(yè)層級(jí)分工,機(jī)制、產(chǎn)品及服務(wù)等工作主要由集團(tuán)公司、省公司操盤(pán),張家界電信的主要任務(wù)是對(duì)現(xiàn)有營(yíng)銷渠道深入研究,認(rèn)識(shí)并正視當(dāng)前渠道覆蓋的問(wèn)題,采取多種有效手段,快速的響應(yīng)客戶需求,擴(kuò)大銷售半徑,為企業(yè)的戰(zhàn)略轉(zhuǎn)型夯實(shí)基礎(chǔ)。 本文以張家界電信現(xiàn)有營(yíng)銷渠道作為研究藍(lán)本,從四個(gè)層面歸納梳理渠道變革的策略及實(shí)施方案。首先,通過(guò)回顧國(guó)內(nèi)外電信行業(yè)營(yíng)銷發(fā)展歷程,借鑒歷史經(jīng)驗(yàn)支撐國(guó)內(nèi)電信運(yùn)營(yíng)商渠道變革；第二,運(yùn)用PEST分析、波特五力分析、SWOT分析等方法探討張家界電信營(yíng)銷渠道的宏觀／微觀環(huán)境,根據(jù)張家界電信的業(yè)務(wù)范圍、經(jīng)營(yíng)現(xiàn)狀、競(jìng)爭(zhēng)現(xiàn)狀,重點(diǎn)分析渠道建設(shè)面臨的問(wèn)題和挑戰(zhàn)；第三,確立張家界電信渠道優(yōu)化的整體思路,搭建并完善直銷渠道、實(shí)體渠道、電子渠道以及新型互聯(lián)網(wǎng)渠道,明確演進(jìn)藍(lán)圖及實(shí)施關(guān)鍵點(diǎn)；最后制定渠道激勵(lì)策略和渠道協(xié)同策略,引導(dǎo)各個(gè)渠道的協(xié)調(diào)發(fā)展,提升服務(wù)感知,進(jìn)一步提升渠道服務(wù)能力,實(shí)現(xiàn)對(duì)渠道的有效管理和合理控制。 在移動(dòng)互聯(lián)網(wǎng)的大背景、大趨勢(shì)下,本文剖析了張家界電信渠道建設(shè)的策略,為提升企業(yè)渠道服務(wù)能力,改善服務(wù)質(zhì)量等方面提供借鑒和建議。通過(guò)理論聯(lián)系實(shí)際,為業(yè)界相關(guān)企業(yè)梳理新環(huán)境下渠道建設(shè)要點(diǎn),提供更加符合客戶需求和購(gòu)買習(xí)慣的渠道布局方案。
[Abstract]:With the rapid development of mobile Internet, various types of OTT services gradually erode the profit space of traditional telecom operators, and consumer demand and product purchase habits are also undergoing tremendous changes. China's telecommunications industry is the first to put forward the goal of strategic transformation of enterprises, hoping to carry out radical reforms through products, channels, services and mechanisms to meet the needs of social development, and to create a new telecommunications industry. Become a new type of Internet enterprise. According to the division of labor at enterprise level, mechanism, products and services are mainly operated by group companies, provincial companies, Zhangjiajie Telecom's main task is to in-depth study of existing marketing channels. We should recognize and face up to the problems of current channel coverage, adopt various effective means, respond to customer demand quickly, expand the sales radius, and lay a solid foundation for the strategic transformation of enterprises. In this paper, Zhangjiajie Telecom marketing channels as the research blueprint, from four levels to sort out the channel reform strategy and implementation plan. First, by reviewing the domestic and foreign telecommunications industry marketing development process. Using historical experience to support the channel reform of domestic telecom operators; Second, the use of PEST analysis, Porter five power analysis and other methods to explore the Zhangjiajie telecom marketing channels macro / micro environment, according to the business scope of Zhangjiajie Telecom, business situation. The present situation of competition and the analysis of the problems and challenges faced by the channel construction; Third, establish the overall thinking of Zhangjiajie telecommunications channel optimization, build and improve direct marketing channels, physical channels, electronic channels and new Internet channels, clear the evolution blueprint and implementation of the key points; Finally, we make the channel incentive strategy and channel coordination strategy, guide the coordinated development of each channel, enhance the service perception, further enhance the channel service ability, and realize the effective management and reasonable control of the channel. In the background and trend of mobile Internet, this paper analyzes the strategy of Zhangjiajie telecom channel construction, in order to enhance the enterprise channel service capacity. To improve the quality of service and other aspects to provide reference and advice. Through theoretical integration with practice, to sort out the key points of channel construction under the new environment for related enterprises in the industry, and to provide a channel layout scheme more in line with customer needs and purchasing habits.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F626;F274

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