本文選題：3G時代　切入點：渠道策略　出處：《山東大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：自2008年電信行業(yè)的重新組合后,中國的三大通信運(yùn)營商也已經(jīng)進(jìn)入了一個全新的競爭時代。中國電信依靠固網(wǎng)的優(yōu)勢在集團(tuán)客戶和家庭客戶市場保持卓然獨立,同時開辟了“天翼”新戰(zhàn)場；中國聯(lián)通依靠其成熟的WCDMA網(wǎng)絡(luò)和iPhone等明星終端,掀起了3G應(yīng)用的浪潮；中國移動依靠龐大的用戶規(guī)模和2G網(wǎng)絡(luò)優(yōu)勢雖然守住了自身的市場份額和收入規(guī)模的優(yōu)勢,但在3G、集團(tuán)客戶和家庭客戶等市場中由于網(wǎng)絡(luò)等資源匱乏導(dǎo)致進(jìn)展艱難。 目前中國移動渠道體系在新形勢下面臨多重挑戰(zhàn),如全業(yè)務(wù)運(yùn)營、移動互聯(lián)網(wǎng)蓬勃發(fā)展、用戶增長乏力和競爭格局變化等等,雖然3G移動互聯(lián)網(wǎng)時代來臨為中國移動孕育了新的增長空問,但是傳統(tǒng)的營銷渠道模式在3G全業(yè)務(wù)競爭時代面臨著嚴(yán)峻的壓力。新的營銷渠道如何區(qū)分,自有和社會營銷渠道如何權(quán)衡?投資規(guī)模和效益以及擴(kuò)展速度又如何權(quán)衡?不同區(qū)域市場業(yè)務(wù)發(fā)展之間的差異,營銷渠道又將如何側(cè)重?面對這些難題,中國移動必須對現(xiàn)有渠道進(jìn)行轉(zhuǎn)型。 本文采用的研究方法有環(huán)境分析、因素分析、數(shù)據(jù)分析、文獻(xiàn)分析、案例分析、SWOT分析等研究分析方法。在營銷渠道理論和市場細(xì)分理論方面則采用了文獻(xiàn)研究法,其中案例分析法和關(guān)鍵因素分析法也被應(yīng)用于中國移動營銷渠道轉(zhuǎn)型內(nèi)容上,對于菏澤移動公司渠道轉(zhuǎn)型策略和實施方面主要采用了數(shù)據(jù)分析、案例分析等方法。 本文主要從中國移動面臨的競爭格局以及市場環(huán)境入手,深入地去分析渠道因素的轉(zhuǎn)變,并分析中國移動營銷渠道所面臨的問題和巨大壓力,指出了營銷渠道轉(zhuǎn)型的必要性,提出了影響營銷渠道轉(zhuǎn)型因素,建立了營銷渠道轉(zhuǎn)型的有關(guān)模型。另外,結(jié)合市場細(xì)分理論,對營銷渠道進(jìn)行細(xì)分,提出了中國營銷渠道轉(zhuǎn)型的要求、實施策略和具體實施要求,其中轉(zhuǎn)型策略分架構(gòu)策略、細(xì)分策略和管理策略分別進(jìn)行了論述。 本文也以中國移動集團(tuán)山東公司菏澤分公司的實際情況,并結(jié)合當(dāng)?shù)厝丝�、市場、地域和�?jīng)濟(jì)等因素進(jìn)行探討以及深入的研究,最終提出了適合菏澤公司的營銷渠道轉(zhuǎn)型的指導(dǎo)思想和措施,并將實施思路、要求、過程和目標(biāo)進(jìn)行了闡述。 本文不僅有理論論證以及深入的分析,還有一系列針對菏澤移動公司的市場環(huán)境的實證研究,因此結(jié)論擁有一定的普遍意義以及很高的應(yīng)用價值,對在3G形式下的我國電信運(yùn)營企業(yè),就如何提高企業(yè)的核心競爭力以及渠道營銷體系應(yīng)如何轉(zhuǎn)型等問題,有著非常重要的參考意義。
[Abstract]:Since 2008, with the reorganization of the telecommunications industry, China's three major telecom operators have entered a new era of competition. China Telecom relies on the advantages of fixed network to maintain Zhuo Ran's independence in the market of group customers and family customers. At the same time, it opens up a new battlefield of "Sky Wing", and China Unicom, relying on its mature WCDMA network and star terminals such as iPhone, sets off a wave of 3G applications. China Mobile relies on the huge user scale and 2G network advantage, but in the market of 3G, group customers and family customers, the lack of network and other resources lead to difficult progress. At present, China Mobile Channel system is facing many challenges under the new situation, such as the full service operation, the vigorous development of the mobile Internet, the weak growth of users and the changes in the competition pattern, and so on. Although the era of 3G mobile Internet has given birth to a new growth space for China Mobile, the traditional marketing channel model is facing severe pressure in the era of 3G full-service competition. How to balance the own and social marketing channels? What about the scale and efficiency of investment and the speed of expansion? How will marketing channels focus on the differences between business development in different regional markets? Faced with these problems, China Mobile must transform the existing channels. The research methods used in this paper include environmental analysis, factor analysis, data analysis, literature analysis, case analysis and SWOT analysis. Case analysis and key factor analysis are also applied to the content of channel transformation of China Mobile. The methods of data analysis and case analysis are mainly used in the strategy and implementation of channel transformation of Heze Mobile Company. Starting from the competition pattern and market environment faced by China Mobile, this paper deeply analyzes the change of channel factors, analyzes the problems and enormous pressure faced by China Mobile Marketing Channel, and points out the necessity of marketing channel transformation. The factors affecting the transformation of marketing channels are put forward, and the relevant models of the transformation of marketing channels are established. In addition, combined with the theory of market segmentation, the author subdivides the marketing channels and puts forward the requirements of the transformation of marketing channels in China. The implementation strategy and the specific implementation requirements, including the transformation strategy structure strategy, subdivision strategy and management strategy are discussed. This article also takes the actual situation of Heze Branch of China Mobile Group Shandong Company, and combines the local population, market, region and economic factors to discuss and study deeply. Finally, the guiding ideology and measures of the marketing channel transformation suitable for Heze Company are put forward, and the ideas, requirements, processes and objectives of the implementation are expounded. This paper not only has theoretical argumentation and in-depth analysis, but also a series of empirical research on the market environment of Heze Mobile Company, so the conclusion has certain universal significance and high application value. It has very important reference significance to the telecom operation enterprises of our country under the form of 3G, on how to improve the core competitiveness of the enterprises and how to transform the channel marketing system.
【學(xué)位授予單位】：山東大學(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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