發(fā)布時間：2018-03-11 10:30

  本文選題：市場營銷　切入點：營銷渠道　出處：《廣西師范大學》2017年碩士論文　論文類型：學位論文

【摘要】：進入新的世紀,社會的各個方面呈現(xiàn)出全新的發(fā)展形態(tài),深刻的變化是社會發(fā)展的標志,商業(yè)做為社會最敏感的分子,更是出現(xiàn)了質(zhì)的變化,尤其是營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)品的價格,如果沒有便捷、高效、暢通的營銷渠道,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)就不能和客戶對接,不能建立起商業(yè)關(guān)系,企業(yè)無從追求利潤。因此,企業(yè)要想長久發(fā)展,必須高度重視產(chǎn)品營銷渠道的優(yōu)化,形成最適合自己企業(yè)的營銷渠道,并建立長效修正機制,以確保在應對瞬息萬變的商業(yè)競爭中占得先機。近年來,世界通信技術(shù)發(fā)展突飛猛進,中國的通信行業(yè)也進入了黃金發(fā)展時期,使中國的通代技術(shù)走在了世界的前列。但中國的通信商業(yè)領(lǐng)域相比全球的競爭,競爭更加殘酷。大運營商多次重組,面對日新月異的新技術(shù)發(fā)展,面對新客戶群體的特征變化,世界上沒有哪種營銷法則能適應這種變化,特別是目前中國移動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拓創(chuàng)新,必將束縛手腳,發(fā)展緩慢或滯后,要在企業(yè)競爭中占得先機,就必須率先改變營銷渠道,鞏固已有產(chǎn)品的技術(shù)、服務(wù)等優(yōu)勢,開發(fā)出適合自己、適合目前形勢和各方面要求的營銷渠道,保持中國移動的核心的競爭力,做世界級百年企業(yè)。本文在研究國內(nèi)外相關(guān)文獻以及闡述營銷渠道研究相關(guān)理論的基礎(chǔ)上,以中國移動陽朔分公司為例,分析中國移動陽朔分公司市場營銷的宏觀環(huán)境,運用SWOT分析中國移動陽朔分公司內(nèi)部的優(yōu)劣勢和外部的機會與威脅,在此基礎(chǔ)上,描述中國移動陽朔分公司營銷渠道的現(xiàn)狀,分析其營銷渠道存在的問題,主要表現(xiàn)在:一是渠道功能單一;二是渠道服務(wù)意識較差;三是社會渠道掌控力不足;四是存在渠道沖突等問題,究其原因主要由渠道控制力度有限、營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,本文認為,中國移動陽朔分公司應明確其營銷渠道改進的目標和思路,并提出以下對策建議:第一,渠道分級分層管理;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,提高門店補貼政策;第六,資源整合促銷管理。最后提出營銷渠道改進方案的實施對策。
[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.
【學位授予單位】：廣西師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F626;F274

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