【摘要】：當(dāng)今,通信行業(yè)正處于一個(gè)新技術(shù)、新業(yè)態(tài)不斷涌現(xiàn)的快速發(fā)展時(shí)期。電子商務(wù)加速發(fā)展,云計(jì)算和物聯(lián)網(wǎng)等新技術(shù)、新應(yīng)用與移動(dòng)通信業(yè)務(wù)加速融合。3G智能終端正在全面取代2G終端,4G牌照也即將在我國發(fā)放。面對(duì)外部環(huán)境帶來的機(jī)遇和挑戰(zhàn),中國聯(lián)通烏海市分公司(簡稱“烏海聯(lián)通”)如何在新的市場(chǎng)環(huán)境下推動(dòng)各項(xiàng)業(yè)務(wù)的可持續(xù)性發(fā)展,做好營銷渠道的效能提升工作是擺在我們面前亟待解決的首要問題。 本文基于市場(chǎng)營銷理論、營銷渠道理論、電信行業(yè)營銷渠道理論,運(yùn)用SW0T分析法、數(shù)據(jù)分析及比較分析法對(duì)烏海聯(lián)通營銷渠道現(xiàn)狀進(jìn)行分析,發(fā)現(xiàn)目前烏海聯(lián)通營銷渠道存在的問題以及影響渠道效能提升的內(nèi)在因素,進(jìn)而提出營銷渠道體系中自有渠道、社會(huì)渠道效能提升的具體舉措。
[Abstract]:Today, the communication industry is in a new technology, new business type has been emerging in a period of rapid development. With the rapid development of e-commerce, cloud computing, Internet of things and other new technologies, new applications and mobile communication services are being integrated. 3G intelligent terminals are replacing 2G terminals, and 4G licenses will soon be issued in China. Facing the opportunities and challenges brought by the external environment, how does China Unicom Wuhai Branch (referred to as "Wuhai Unicom") promote the sustainable development of all kinds of business under the new market environment? To improve the efficiency of marketing channels is the most important problem to be solved. Based on marketing theory, marketing channel theory, telecommunication industry marketing channel theory, this paper uses SW0T analysis, data analysis and comparative analysis to analyze the current situation of Wuhai Unicom marketing channel. This paper finds out the problems existing in the marketing channel of Wuhai Unicom and the internal factors that affect the improvement of channel efficiency, and then puts forward the concrete measures of improving the efficiency of the marketing channel with its own channel and social channel.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F626;F274

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本文編號(hào)：2347393