本文選題：營(yíng)銷渠道　切入點(diǎn)：沖突　出處：《華東理工大學(xué)》2013年碩士論文

【摘要】：江蘇聯(lián)通作為省內(nèi)三大運(yùn)營(yíng)商之一,3G業(yè)務(wù)技術(shù)優(yōu)勢(shì)明顯,其銷售主要依賴營(yíng)銷渠道,特別是社會(huì)渠道,已成為江蘇聯(lián)通3G銷售的主力軍。 渠道作為江蘇聯(lián)通產(chǎn)品銷售的主要組成部分,根據(jù)銷售渠道的性質(zhì)、實(shí)力等又分為不同的類型,江蘇聯(lián)通根據(jù)不同類型渠道給予相應(yīng)的銷售傭金。由于渠道眾多,部分渠道為了追求短期利益,通過竄貨和降價(jià)銷售3G產(chǎn)品等手段促使自身利益的最大化,但同時(shí)對(duì)其他渠道的利益產(chǎn)生了較壞的影響,從而導(dǎo)致江蘇聯(lián)通自身利益受損。江蘇聯(lián)通要想解決該問題,必須從對(duì)渠道能夠行使的權(quán)利入手,才能解決渠道方面的沖突。所以本文主要從渠道力的角度出發(fā),分析研究總結(jié)江蘇聯(lián)通面臨的渠道沖突的解決對(duì)策。 本文以渠道沖突理論與渠道力理論為基礎(chǔ)對(duì)江蘇聯(lián)通面臨的問題進(jìn)行詳細(xì)的分析并通過相關(guān)文獻(xiàn)的引用總結(jié)提煉,在總結(jié)理論模型的基礎(chǔ)上分析江蘇聯(lián)通3G渠道沖突的主要原因,進(jìn)而從江蘇聯(lián)通對(duì)渠道的管理權(quán)力角度為著眼點(diǎn),分析解決3G渠道沖突的問題。 本文對(duì)江蘇聯(lián)通3G渠道沖突產(chǎn)生的現(xiàn)象、主要的背景等方面分析找出主要的原因,研究問題的實(shí)質(zhì),找出江蘇聯(lián)通3G渠道沖突切實(shí)可行的解決方案。
[Abstract]:As one of the three major operators in Jiangsu Province, Jiangsu Unicom has obvious technical advantages in 3G business. Its sales mainly depend on marketing channels, especially social channels, and have become the main force of 3G sales of Jiangsu Unicom. As the main component of sales of Jiangsu Unicom products, channels are divided into different types according to the nature and strength of sales channels. Jiangsu Unicom gives corresponding sales commissions according to different types of channels. In order to pursue short-term interests, some channels promote the maximization of their own interests by means of channeling goods and selling 3G products at a lower price, but at the same time they have a relatively bad impact on the interests of other channels. Therefore, if Jiangsu Unicom wants to solve this problem, it must start with the rights it can exercise in order to resolve the conflict in the channel. So this paper mainly starts from the angle of channel force. This paper analyzes and summarizes the countermeasures to solve the channel conflicts faced by Jiangsu Unicom. Based on the theory of channel conflict and the theory of channel force, this paper makes a detailed analysis of the problems facing Jiangsu Unicom and summarizes and refines them by citing relevant documents. On the basis of summing up the theoretical model, this paper analyzes the main causes of the 3G channel conflict of Jiangsu Unicom, and then analyzes the problem of resolving the 3G channel conflict from the angle of the management power of Jiangsu Unicom to the channel. In this paper, the phenomenon of 3G channel conflict in Jiangsu Unicom, the main background and other aspects are analyzed to find out the main reasons, research the essence of the problem, and find out the feasible solution to the 3G channel conflict of Jiangsu Unicom.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F626.11

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