發(fā)布時(shí)間：2018-03-11 10:30

  本文選題：市場(chǎng)營(yíng)銷　切入點(diǎn)：營(yíng)銷渠道　出處：《廣西師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：進(jìn)入新的世紀(jì),社會(huì)的各個(gè)方面呈現(xiàn)出全新的發(fā)展形態(tài),深刻的變化是社會(huì)發(fā)展的標(biāo)志,商業(yè)做為社會(huì)最敏感的分子,更是出現(xiàn)了質(zhì)的變化,尤其是營(yíng)銷渠道被推到了前所未有的重要地位,比起產(chǎn)品的品質(zhì),產(chǎn)品的價(jià)格,如果沒(méi)有便捷、高效、暢通的營(yíng)銷渠道,所有的基礎(chǔ)性產(chǎn)品都成為死水一潭,企業(yè)的產(chǎn)品和服務(wù)就不能和客戶對(duì)接,不能建立起商業(yè)關(guān)系,企業(yè)無(wú)從追求利潤(rùn)。因此,企業(yè)要想長(zhǎng)久發(fā)展,必須高度重視產(chǎn)品營(yíng)銷渠道的優(yōu)化,形成最適合自己企業(yè)的營(yíng)銷渠道,并建立長(zhǎng)效修正機(jī)制,以確保在應(yīng)對(duì)瞬息萬(wàn)變的商業(yè)競(jìng)爭(zhēng)中占得先機(jī)。近年來(lái),世界通信技術(shù)發(fā)展突飛猛進(jìn),中國(guó)的通信行業(yè)也進(jìn)入了黃金發(fā)展時(shí)期,使中國(guó)的通代技術(shù)走在了世界的前列。但中國(guó)的通信商業(yè)領(lǐng)域相比全球的競(jìng)爭(zhēng),競(jìng)爭(zhēng)更加殘酷。大運(yùn)營(yíng)商多次重組,面對(duì)日新月異的新技術(shù)發(fā)展,面對(duì)新客戶群體的特征變化,世界上沒(méi)有哪種營(yíng)銷法則能適應(yīng)這種變化,特別是目前中國(guó)移動(dòng)公司面臨的種種沖擊和壓力,目前處于領(lǐng)先地位,如果只注重保持地位而不再開(kāi)拓創(chuàng)新,必將束縛手腳,發(fā)展緩慢或滯后,要在企業(yè)競(jìng)爭(zhēng)中占得先機(jī),就必須率先改變營(yíng)銷渠道,鞏固已有產(chǎn)品的技術(shù)、服務(wù)等優(yōu)勢(shì),開(kāi)發(fā)出適合自己、適合目前形勢(shì)和各方面要求的營(yíng)銷渠道,保持中國(guó)移動(dòng)的核心的競(jìng)爭(zhēng)力,做世界級(jí)百年企業(yè)。本文在研究國(guó)內(nèi)外相關(guān)文獻(xiàn)以及闡述營(yíng)銷渠道研究相關(guān)理論的基礎(chǔ)上,以中國(guó)移動(dòng)陽(yáng)朔分公司為例,分析中國(guó)移動(dòng)陽(yáng)朔分公司市場(chǎng)營(yíng)銷的宏觀環(huán)境,運(yùn)用SWOT分析中國(guó)移動(dòng)陽(yáng)朔分公司內(nèi)部的優(yōu)劣勢(shì)和外部的機(jī)會(huì)與威脅,在此基礎(chǔ)上,描述中國(guó)移動(dòng)陽(yáng)朔分公司營(yíng)銷渠道的現(xiàn)狀,分析其營(yíng)銷渠道存在的問(wèn)題,主要表現(xiàn)在:一是渠道功能單一;二是渠道服務(wù)意識(shí)較差;三是社會(huì)渠道掌控力不足;四是存在渠道沖突等問(wèn)題,究其原因主要由渠道控制力度有限、營(yíng)銷渠道的精確化管理程度低以及審批布局不合理等原因?qū)е?為此,本文認(rèn)為,中國(guó)移動(dòng)陽(yáng)朔分公司應(yīng)明確其營(yíng)銷渠道改進(jìn)的目標(biāo)和思路,并提出以下對(duì)策建議:第一,渠道分級(jí)分層管理;第二,委托加盟及引商入店管理;第三,租賃專區(qū)專柜管理;第四,掌控核心渠道政策;第五,提高門店補(bǔ)貼政策;第六,資源整合促銷管理。最后提出營(yíng)銷渠道改進(jìn)方案的實(shí)施對(duì)策。
[Abstract]:In the new century, all aspects of society have taken on a new form of development. Profound changes are the hallmarks of social development. As the most sensitive elements of the society, business has even changed qualitatively. In particular, marketing channels have been pushed to an unprecedented importance. Compared with the quality of products, the price of products, and without convenient, efficient and unimpeded marketing channels, all basic products become a dead pool. The products and services of an enterprise cannot be connected with its customers, can't establish a commercial relationship, and an enterprise cannot pursue profits. Therefore, if an enterprise wants to develop for a long time, it must attach great importance to the optimization of the marketing channels of its products. Create marketing channels that are best suited to their own businesses, and establish long-term correction mechanisms to ensure that they take the lead in dealing with rapidly changing business competition. In recent years, the world's communications technology has grown by leaps and bounds. China's communications industry has also entered a golden period of development, which has put China's communications technology in the forefront of the world. However, compared with the global competition, the competition in China's telecommunications business field is more brutal. Large operators have been reorganized many times. In the face of the rapid development of new technologies and the changes in the characteristics of new customer groups, there is no marketing law in the world that can adapt to this change, especially the various shocks and pressures currently facing China Mobile, which are now in a leading position. If we only pay attention to keeping our position and not opening up innovation, we will bound hands and feet, slow development or lag behind. If we want to take the lead in the competition of enterprises, we must take the lead in changing the marketing channels and consolidating the advantages of existing products, such as technology, service, etc. To develop marketing channels suitable for themselves, for the current situation and for all aspects, so as to maintain the core competitiveness of China Mobile, Based on the research of domestic and foreign literature and the theory of marketing channel research, taking Yangshuo Branch of China Mobile as an example, this paper analyzes the macro marketing environment of China Mobile Yangshuo Branch. Using SWOT to analyze the internal advantages and disadvantages and the external opportunities and threats of China Mobile Yangshuo Branch. On this basis, the paper describes the current situation of the marketing channel of China Mobile Yangshuo Branch, and analyzes the problems existing in its marketing channel. The main manifestations are as follows: first, the channel function is single; second, the channel service consciousness is poor; third, the social channel control power is insufficient; fourth, there are some problems such as channel conflict, which is mainly caused by the limited channel control. Because of the low degree of accurate management of marketing channel and unreasonable layout of approval, this paper thinks that Yangshuo Branch of China Mobile should make clear the target and train of thought of improving its marketing channel, and put forward the following countermeasures and suggestions: first, Channel hierarchical management; second, entrustment to join and attract merchants into the store management; third, leasing zone counter management; 4th, control core channel policy; 5th, improve store subsidy policy; 6th, Finally, the author puts forward the implementation countermeasures of the marketing channel improvement scheme.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F626;F274

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