發(fā)布時間：2018-01-29 00:25

  本文關(guān)鍵詞： 電信行業(yè) 終端銷售 銷售渠道 渠道整合 邢臺移動　出處：《北京郵電大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著科技技術(shù)的不斷發(fā)展以及經(jīng)濟一體化的影響,自上世紀以來國際電信行業(yè)就隨著第三次科技革命的爆發(fā)而獲得的巨大的變化及發(fā)展。而在我國,隨著改革開發(fā)政策的實行,我國的電信行業(yè)也隨之快速發(fā)展并取得了一些驚人的成果。電信行業(yè)在短時間內(nèi)完成了一個大規(guī)模的覆蓋面廣泛的電信網(wǎng)絡(luò)并且一直保持著較高數(shù)量的電信用戶數(shù)量。 在電信行業(yè)市場擴大的同時,電信業(yè)間的競爭也逐漸激烈。目前,在國內(nèi)發(fā)展較快的電信運營商主要包含有：中國移動、中國聯(lián)通、中國電信、中國鐵通等在內(nèi)的電信公司。這些電信運營商們在電信業(yè)的相互競爭相互影響的狀態(tài)打破了電信行業(yè)的壟斷形式,并促使各個通信運營商為了提升自有知名度、為群眾帶來更好的電信服務(wù),從而創(chuàng)造在業(yè)內(nèi)無可取代的特色服做出更進一步的努力。2008年以后,中國電信行業(yè)的再一次整合,運營商之間的競爭進一步加劇。電信運營商認識到電信行業(yè)建立市場銷售渠道的重要性,并逐步完善中國移動內(nèi)部的經(jīng)營管理。 本文主要開展的是關(guān)于邢臺移動公司在終端銷售渠道建設(shè)方面的研究。一方面,本文主要介紹邢臺移動關(guān)于終端銷售渠道建設(shè)方面的研究背景、研究的目的和意義以及國內(nèi)外的研究現(xiàn)狀進行綜合的闡述,建立本文的研究框架,并引入了關(guān)于銷售渠道建設(shè)的相關(guān)理論,并詳細說明了銷售渠道的具體含義、銷售渠道的結(jié)構(gòu)模式以及銷售渠道整合等；另一方面,本文還對邢臺移動建立終端銷售渠道的內(nèi)容以及重要意義進行了分析和介紹,根據(jù)中國移動在終端銷售渠道建設(shè)的情況下進行總結(jié)分析,不僅從邢臺移動自身內(nèi)部環(huán)境剖析終端銷售渠道建設(shè)的現(xiàn)在,還分析了邢臺移動的競爭對手在終端銷售渠道方面建設(shè)的情況,從而更好的對比分析中國移動銷售渠道建設(shè)的具體情況,在此基礎(chǔ)之上,本文結(jié)合前幾個部分的介紹與分析,從管理模式、品牌管理以及渠道建設(shè)等方面進行分析,邢臺移動在銷售渠道建設(shè)方面存在的問題與不足之處,并有針對性的制定相應(yīng)的改進和完善策略,以期提高邢臺移動在終端銷售渠道建設(shè)方面的能力和完善邢臺移動銷售渠道建設(shè)的相關(guān)政策。
[Abstract]:With the continuous development of science and technology and the impact of economic integration, since 0th century, the international telecommunications industry has obtained tremendous changes and development with the outbreak of the third scientific and technological revolution in China. With the implementation of reform and development policy. With the rapid development of telecommunication industry in China, some remarkable achievements have been made. In a short period of time, the telecommunication industry has completed a large-scale and extensive telecommunication network and has maintained a high number of telecommunication users. Quantity. At the same time, the competition between the telecom industry is becoming more and more fierce. At present, the domestic telecom operators mainly include: China Mobile, China Unicom, China Telecom. Telecom companies such as China Railcom. These telecom operators' competition and mutual influence in the telecommunications industry broke the monopoly of the telecommunications industry, and prompted the telecommunications operators to enhance their own reputation. For the masses to bring better telecommunications services, so as to create irreplaceable in the industry to make further efforts. After 2008, the Chinese telecommunications industry once again integration. Telecom operators realize the importance of establishing marketing channels and gradually improve the internal management of China Mobile. On the one hand, this paper mainly introduces the research background of Xingtai Mobile on the terminal sales channel construction. The purpose and significance of the research as well as the current situation of domestic and foreign research are comprehensively elaborated, the research framework of this paper is established, and the relevant theory of sales channel construction is introduced, and the specific meaning of sales channel is explained in detail. The structure of sales channels and the integration of sales channels; On the other hand, this paper also analyzes and introduces the content and significance of establishing terminal sales channel of Xingtai Mobile, and summarizes and analyzes the situation of China Mobile in the case of terminal sales channel construction. Not only from the Xingtai Mobile internal environment analysis terminal sales channel construction now, but also analyzes the Xingtai Mobile competitors in the terminal sales channel construction situation. In order to better compare and analyze the specific situation of China Mobile sales channel construction, on this basis, this paper combined with the introduction and analysis of the previous several parts, from the management model. Brand management and channel construction analysis, Xingtai Mobile in sales channel construction problems and deficiencies, and targeted to formulate the corresponding improvement and improvement strategies. In order to improve Xingtai Mobile in the terminal sales channel construction capacity and improve Xingtai mobile sales channel construction related policies.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F626

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本文編號：1471978