本文選題：電信運(yùn)營(yíng)企業(yè) + 營(yíng)銷(xiāo)渠道��； 參考：《北京郵電大學(xué)》2012年碩士論文

【摘要】：隨著電信業(yè)市場(chǎng)競(jìng)爭(zhēng)的日益激烈,如何實(shí)現(xiàn)營(yíng)銷(xiāo)渠道的高效管理已成為運(yùn)營(yíng)商的重點(diǎn)工作。進(jìn)一步優(yōu)化渠道,增強(qiáng)核心競(jìng)爭(zhēng)力,以解決目前渠道存在的問(wèn)題,成為中國(guó)移動(dòng)PX分公司的當(dāng)務(wù)之急。 本文運(yùn)用營(yíng)銷(xiāo)渠道理論及行為科學(xué)理論,結(jié)合電信運(yùn)營(yíng)商特別是中國(guó)移動(dòng)PX分公司的營(yíng)銷(xiāo)渠道現(xiàn)狀及存在的問(wèn)題,通過(guò)文獻(xiàn)研究、實(shí)地調(diào)查、定量分析、案例分析等研究方法,探討中國(guó)移動(dòng)PX分公司營(yíng)銷(xiāo)渠道優(yōu)化策略。中國(guó)移動(dòng)PX分公司營(yíng)銷(xiāo)渠道存在的問(wèn)題有社會(huì)渠道布局缺乏整體規(guī)劃、渠道營(yíng)銷(xiāo)手段單一、渠道服務(wù)效果欠佳、社會(huì)渠道掌控和激勵(lì)體制不完善、區(qū)域經(jīng)理管理機(jī)制不完善等。本文提出的渠道優(yōu)化策略包括：通過(guò)設(shè)定渠道規(guī)劃維度,確定渠道布局的整體規(guī)劃；開(kāi)展協(xié)同營(yíng)銷(xiāo)、交叉營(yíng)銷(xiāo)、業(yè)務(wù)直銷(xiāo)、網(wǎng)絡(luò)及電話營(yíng)銷(xiāo)等方式的營(yíng)銷(xiāo)優(yōu)化策略；建立監(jiān)督機(jī)制、考核機(jī)制及激勵(lì)機(jī)制的服務(wù)優(yōu)化策略；通過(guò)實(shí)施酬金策略、強(qiáng)化溝通、分級(jí)策略、共享策略與管理機(jī)制等五大措施,滿(mǎn)足代理渠道生理、安全、社交、尊重和自我實(shí)現(xiàn)的五層次需求,以完善渠道掌控和激勵(lì)機(jī)制；通過(guò)改變區(qū)域經(jīng)理工作模式、固化區(qū)域經(jīng)理重點(diǎn)工作、強(qiáng)化區(qū)域經(jīng)理考核體系等措施,完善區(qū)域經(jīng)理管理機(jī)制。 本文提出的渠道優(yōu)化策略既是對(duì)中國(guó)移動(dòng)PX分公司渠道優(yōu)化的探索,也為其他同類(lèi)運(yùn)營(yíng)商的農(nóng)村渠道管理提供了思路。
[Abstract]:With the increasingly fierce competition in the telecom market, how to realize the efficient management of marketing channels has become the key work of the operators. To further optimize the channel, enhance the core competitiveness, to solve the current channel problems, become China Mobile PX branch of the top priority. This paper applies marketing channel theory and behavioral science theory, combined with the current situation and existing problems of telecom operators, especially China Mobile PX Branch, through literature research, field investigation, quantitative analysis, case analysis and other research methods. To discuss the marketing channel optimization strategy of China Mobile PX Branch. The problems of the marketing channel of China Mobile PX Branch include the lack of overall planning of the social channel layout, the single channel marketing means, the poor channel service effect, the imperfect social channel control and incentive system, the imperfect management mechanism of the regional manager, and so on. The channel optimization strategies proposed in this paper include: setting the dimension of channel planning, determining the overall planning of channel layout, carrying out cooperative marketing, cross-marketing, business direct marketing, network and telephone marketing and other forms of marketing optimization strategy; Establishing the service optimization strategy of supervision mechanism, examination mechanism and incentive mechanism, through implementing five measures, such as reward strategy, strengthening communication, grading strategy, sharing strategy and management mechanism, so as to satisfy the physiological, safe and social relationship of agent channel. Respect and self-realization of the five-level needs in order to improve the channel control and incentive mechanism; by changing the work model of regional managers solidified regional managers focus work strengthen the assessment system of regional managers and other measures to improve the management mechanism of regional managers. The channel optimization strategy proposed in this paper not only explores the channel optimization of PX branch of China Mobile, but also provides a train of thought for the rural channel management of other similar operators.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F626;F274

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