本文選題：武漢電信 + 渠道建設(shè)�。� 參考：《中南民族大學(xué)》2013年碩士論文

【摘要】：由于在2008和2009年間發(fā)布的（3G）泛CDMA技術(shù)移動(dòng)通信改革實(shí)施，新一輪第三代通信牌照開始發(fā)放，這是一個(gè)全新的開始以及3G業(yè)務(wù)和其他業(yè)務(wù)的拓展機(jī)會(huì)，中國(guó)電信集團(tuán)公司將迎來這個(gè)機(jī)會(huì)。近年來在武漢電信業(yè)務(wù)的情況并不十分有利的情況下，希望借這個(gè)機(jī)會(huì)，通過渠道建設(shè)與整合的改進(jìn)措施，推動(dòng)移動(dòng)業(yè)務(wù)快速發(fā)展。所以，武漢電信希望積極開展整體全方位項(xiàng)目經(jīng)營(yíng)。 實(shí)現(xiàn)產(chǎn)品的交換和服務(wù)是渠道的主要功能，其價(jià)值是與顧客溝通的重要載體，可以實(shí)現(xiàn)信息的采集和傳輸，把握客戶和競(jìng)爭(zhēng)對(duì)手的市場(chǎng)信息，為買家和賣家都提供方便，協(xié)調(diào)供應(yīng)與需求之間的矛盾，為客戶提供滿意的產(chǎn)品和服務(wù)，用戶產(chǎn)品和服務(wù)信息的交付，是營(yíng)銷和服務(wù)目標(biāo)的主要功能。武漢電信的渠道建設(shè)相對(duì)于聯(lián)通和移動(dòng)處在弱勢(shì)地位，，所以武漢電信渠道策略具有重要的現(xiàn)實(shí)意義。與整合中應(yīng)采取什么策略來適應(yīng)業(yè)務(wù)的需要，成為武漢電信解決方案的一個(gè)問題。 本文對(duì)武漢電信有針對(duì)性的從四個(gè)方面采取著重有效的研究，建設(shè)渠道的方法：首先，對(duì)國(guó)內(nèi)電信運(yùn)營(yíng)商的現(xiàn)有渠道體系的建設(shè)情況進(jìn)行了分析，再對(duì)武漢移動(dòng)服務(wù)運(yùn)營(yíng)商的渠道建設(shè)進(jìn)行了分析。然后結(jié)合渠道建設(shè)的相關(guān)理論，對(duì)武漢電信渠道體系現(xiàn)狀進(jìn)行分析。最后，根據(jù)武漢電信的現(xiàn)狀，結(jié)合相關(guān)理論，提出了武漢電信渠道建設(shè)策略，將自己的渠道和渠道的合作為主導(dǎo)，社會(huì)總代理渠道為輔，通過目標(biāo)客戶的核心輻射擴(kuò)展到整個(gè)市場(chǎng)渠道；利用現(xiàn)有建設(shè)，進(jìn)一步擴(kuò)大改進(jìn)實(shí)體渠道，提高和鞏固直銷及電子渠道，關(guān)注客戶消費(fèi)過程體驗(yàn)，更好擴(kuò)展?fàn)I銷渠道的整合能力，打造一個(gè)高效扁平化營(yíng)銷渠道分配和管理系統(tǒng)。最后，在文章的最后對(duì)結(jié)果進(jìn)行了討論和指出了文章的創(chuàng)新和不足之處。
[Abstract]:As a result of the implementation of the (3G) Pan-CDMA technology mobile communications reform released between 2008 and 2009, a new round of third-generation communications licences has been issued, which is a new start and an opportunity to expand 3G services and other services. China Telecom Corporation will welcome this opportunity. In recent years, the situation of Wuhan telecom service is not very favorable, I hope to take this opportunity to promote the rapid development of mobile service through the improvement measures of channel construction and integration. Therefore, Wuhan Telecom hopes to actively carry out the overall all-round project management. Product exchange and service is the main function of the channel, its value is an important carrier of communication with customers, can realize the collection and transmission of information, grasp the market information of customers and competitors, and provide convenience for both buyers and sellers. The main function of marketing and service target is to coordinate the contradiction between supply and demand, to provide customers with satisfactory products and services, and to deliver the information of users' products and services. Compared with Unicom and Mobile, the channel construction of Wuhan Telecom is in a weak position, so the channel strategy of Wuhan Telecom has important practical significance. What strategy should be adopted to meet the needs of the business has become a problem in Wuhan Telecom solution. This paper focuses on four aspects of Wuhan Telecom to take effective research, channel construction methods: first, the domestic telecom operators of the existing channel system construction situation is analyzed. Then the channel construction of Wuhan Mobile Service operator is analyzed. Then combined with the relevant theory of channel construction, the current situation of Wuhan telecom channel system is analyzed. Finally, according to the current situation of Wuhan Telecom, combined with the relevant theories, this paper puts forward the construction strategy of Wuhan Telecom Channel, which takes its own channel and channel cooperation as the leading factor, and the social general agency channel as the supplement. Extend to the entire market channel through the core radiation of the target customer; utilize the existing construction, further expand and improve the physical channel, enhance and consolidate the direct selling and electronic channel, pay attention to the customer consumption process experience, Better expand the integration of marketing channels, create an efficient flat marketing channel distribution and management system. Finally, the paper discusses the results and points out the innovation and inadequacies of the paper.
【學(xué)位授予單位】：中南民族大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F626

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 舒華英;趙淑娟;車培榮;;電信發(fā)展趨勢(shì)與運(yùn)營(yíng)轉(zhuǎn)型[J];北京郵電大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2007年01期

2 馬勇,張霄;網(wǎng)絡(luò)營(yíng)銷“4P”退休“4C”登場(chǎng)[J];商業(yè)研究;2001年08期

3 胡旺盛;高曉燕;;企業(yè)并購(gòu)品牌整合對(duì)品牌資產(chǎn)的影響[J];商業(yè)研究;2010年07期

4 陳衛(wèi)華;;多渠道整合戰(zhàn)略在客戶關(guān)系管理中的應(yīng)用研究[J];商業(yè)研究;2010年07期

5 夏春玉;營(yíng)銷渠道的沖突與管理[J];當(dāng)代經(jīng)濟(jì)科學(xué);2004年06期

6 吳中倫;陳萬(wàn)明;沈春光;;組織間信任、渠道伙伴關(guān)系與企業(yè)績(jī)效的實(shí)證研究[J];工業(yè)技術(shù)經(jīng)濟(jì);2010年05期

7 許政;;3G時(shí)代的營(yíng)銷渠道管理[J];通信管理與技術(shù);2008年02期

8 夏春玉;渠道建設(shè)理論的經(jīng)典研究及其評(píng)價(jià)[J];管理科學(xué);2003年03期

9 淡華珍;通路模式分析與選擇[J];經(jīng)濟(jì)師;2002年08期

10 郭順義;移動(dòng)通信公司營(yíng)銷渠道模式探討[J];通信世界;2002年22期

本文編號(hào)：2054440