本文選題：互聯(lián)網(wǎng) + 運(yùn)營商��； 參考：《江西財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)的高速發(fā)展,傳統(tǒng)的通信產(chǎn)業(yè)也跟隨著進(jìn)入了移動互聯(lián)網(wǎng)時代,在移動互聯(lián)網(wǎng)飛速發(fā)展的同時,既給通信產(chǎn)業(yè)帶來了巨大的變革,也給通信運(yùn)營商帶來了機(jī)遇與挑戰(zhàn)。傳統(tǒng)通信運(yùn)營商市場早已不在野蠻生長的紅利期,可以通過粗放式發(fā)放資源搶強(qiáng)拉用戶規(guī)模的發(fā)展,從而連帶拉動移動產(chǎn)業(yè)收入的增長。整個產(chǎn)業(yè)的銷售運(yùn)營模式已經(jīng)發(fā)展到了一定的規(guī)模,也到達(dá)了一定的瓶頸。隨著房租、物價、人工成本不斷的提升,通信成本逐年的壓降,銷售業(yè)務(wù)的毛利也在不斷的下降,傳統(tǒng)運(yùn)營商的可盈利空間越來越小。同時,在虛擬運(yùn)營商及互聯(lián)網(wǎng)公司的雙重沖擊下,互聯(lián)網(wǎng)的快速發(fā)展促成了線上線下一體化的運(yùn)營體系,一方面有助于提升營銷渠道的經(jīng)營能力,另一方面也為運(yùn)營商的經(jīng)營布局、渠道協(xié)同布局帶來了新的機(jī)遇與挑戰(zhàn)。本文基于市場營銷理論,運(yùn)用文獻(xiàn)分析、PEST分析、案例分析、SWOT分析等方法,從通信產(chǎn)業(yè)發(fā)展概況、國內(nèi)外運(yùn)營商現(xiàn)狀、線上線下的渠道協(xié)同發(fā)展趨勢及互聯(lián)網(wǎng)公司的新型渠道協(xié)同方式做借鑒,對如何高效、快捷地為用戶提供服務(wù),探尋需求,對渠道協(xié)同發(fā)展的運(yùn)營策略進(jìn)行了分析和研究。論文共分五章,主要內(nèi)容如下:本文第一章,緒論。以渠道的布局及渠道協(xié)同的研究背景和意義為基礎(chǔ),剖析了江西移動在渠道運(yùn)營方面所面臨的問題及調(diào)整,提出了本文研究的內(nèi)容和方法,強(qiáng)調(diào)了渠道協(xié)同運(yùn)營的重要性和必要性。第二章,渠道協(xié)同運(yùn)營的相關(guān)理論。介紹了相關(guān)的理論支持及國外運(yùn)營商渠道協(xié)同運(yùn)營的情況,還概括了國內(nèi)著名互聯(lián)網(wǎng)公司的協(xié)同運(yùn)營現(xiàn)狀。第三章,江西移動渠道協(xié)同運(yùn)營現(xiàn)狀與問題。闡述了國內(nèi)運(yùn)營商的現(xiàn)狀及省內(nèi)三大運(yùn)營商的基本情況,對江西移動渠道運(yùn)營中遇到的問題重點(diǎn)描述,并做合適的原因分析。第四章,渠道線上線下協(xié)同運(yùn)營的優(yōu)化方案。基于江西移動的企業(yè)實(shí)現(xiàn)目標(biāo),從線下渠道及線上渠道的特點(diǎn)及優(yōu)勢入手,通過對江西移動的渠道所處環(huán)境研究得出結(jié)論,結(jié)合江西移動在互聯(lián)網(wǎng)時代的應(yīng)用案例,對渠道協(xié)同運(yùn)營的發(fā)展提出相關(guān)建議。第五章,總結(jié)與展望。對本文進(jìn)行總結(jié),并對未來發(fā)展做出展望。總體來說,本文通過結(jié)合江西移動渠道當(dāng)前的實(shí)際情況,提出了2016年至2017年間渠道協(xié)同運(yùn)營的應(yīng)用方案。本文所提出的三個“重定義”始終貫徹移動集團(tuán)公司“大連接”的戰(zhàn)略,圍繞“用戶份額”和“收入增幅”兩大核心目標(biāo)而進(jìn)行。本文的內(nèi)容可作為協(xié)同營銷模式探索的參考,供其他兄弟公司借鑒。
[Abstract]:With the rapid development of the Internet, the traditional communication industry has also followed the mobile Internet era. With the rapid development of the mobile Internet, it has brought huge changes to the communications industry. Also brings the opportunity and the challenge to the telecommunication operator. The market of traditional communication operator is not in the dividend period of savage growth. It can pull the development of the scale of users through extensive distribution of resources, thus pulling the growth of mobile industry income. The whole industry sales operation model has developed to a certain scale, but also reached a certain bottleneck. With the increase of rent, price, labor cost, the pressure drop of communication cost year by year, the gross profit of sales business is also declining, and the profitability of traditional operators is becoming smaller and smaller. At the same time, under the dual impact of virtual operators and Internet companies, the rapid development of the Internet has contributed to the online and offline integration of the operational system, on the one hand, to help enhance the marketing channel management capacity, On the other hand, it also brings new opportunities and challenges for operators' operation layout and channel coordination layout. Based on the marketing theory, this paper uses the methods of literature analysis, pest analysis, case analysis and SWOT analysis, from the general situation of the communication industry, the current situation of domestic and foreign operators, The development trend of online and offline channel coordination and the new channel cooperation mode of Internet company are used for reference. It analyzes and studies the operation strategy of channel cooperative development how to provide service for users efficiently and quickly, explore the demand and analyze the operation strategy of channel cooperative development. The paper is divided into five chapters, the main contents are as follows: the first chapter, introduction. Based on the research background and significance of channel layout and channel coordination, this paper analyzes the problems and adjustments faced by Jiangxi Mobile in channel operation, and puts forward the contents and methods of this paper. The importance and necessity of channel cooperative operation are emphasized. The second chapter, the related theory of channel cooperative operation. This paper introduces the relevant theoretical support and the situation of channel cooperative operation of foreign operators, and summarizes the current situation of cooperative operation of famous domestic Internet companies. The third chapter, Jiangxi mobile channel cooperative operation status and problems. This paper expounds the present situation of the domestic operators and the basic situation of the three major operators in the province, describes emphatically the problems encountered in the channel operation of Jiangxi Mobile, and makes an appropriate analysis of the reasons. The fourth chapter, the channel line and off-line cooperative operation optimization scheme. Based on the enterprises of Jiangxi Mobile to achieve their goals, starting with the characteristics and advantages of offline channels and online channels, the paper draws a conclusion through the research on the environment of Jiangxi Mobile channels, and combines the application cases of Jiangxi Mobile in the Internet era. To the channel coordinated operation development puts forward the related proposal. Chapter five, summary and prospect. This article is summarized and the future development is prospected. In general, this paper puts forward the application scheme of channel cooperative operation from 2016 to 2017 by combining the actual situation of Jiangxi mobile channel. The three "redefinitions" put forward in this paper carry out the strategy of "big link" of mobile group company all the time, and focus on the two core goals of "user share" and "income increase". The content of this paper can be used as a reference for the exploration of cooperative marketing model and for other brother companies to use for reference.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F626

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