【摘要】：對(duì)于通信運(yùn)營(yíng)商而言，全業(yè)務(wù)經(jīng)營(yíng)之后，相互之間的產(chǎn)品、技術(shù)和網(wǎng)絡(luò)差距已日益縮小。營(yíng)銷(xiāo)渠道作為客戶(hù)與通信運(yùn)營(yíng)商的連通紐帶，不但發(fā)揮著業(yè)務(wù)推廣、產(chǎn)品推銷(xiāo)、服務(wù)支撐的作用，也是企業(yè)決策傳遞、執(zhí)行落地的重要抓手，是企業(yè)的核心競(jìng)爭(zhēng)力。在這種背景下，建立完善的營(yíng)銷(xiāo)渠道體系，并不斷提升營(yíng)銷(xiāo)渠道的運(yùn)營(yíng)能力和服務(wù)水平是中國(guó)電信湖南公司在全業(yè)務(wù)經(jīng)營(yíng)的激烈市場(chǎng)競(jìng)爭(zhēng)中取得優(yōu)勢(shì)的關(guān)鍵。對(duì)中國(guó)電信湖南公司營(yíng)銷(xiāo)渠道的建設(shè)優(yōu)化進(jìn)行深入系統(tǒng)的研究具有重要的現(xiàn)實(shí)指導(dǎo)意義。 本文首先分析電信行業(yè)的發(fā)展趨勢(shì)以及中國(guó)電信湖南公司內(nèi)外部環(huán)境，并運(yùn)用營(yíng)銷(xiāo)渠道的基本理論，對(duì)中國(guó)電信湖南公司營(yíng)銷(xiāo)渠道的現(xiàn)狀進(jìn)行探討，，指出現(xiàn)有渠道在銷(xiāo)售結(jié)構(gòu)、網(wǎng)點(diǎn)覆蓋率、營(yíng)銷(xiāo)效能、渠道服務(wù)支撐等方面存在的不足；然后在此基礎(chǔ)上針對(duì)性地提出中國(guó)電信湖南公司營(yíng)銷(xiāo)渠道的建設(shè)優(yōu)化方案，其核心是一方面建立并完善適應(yīng)于全業(yè)務(wù)經(jīng)營(yíng)的渠道體系，進(jìn)一步清晰各渠道的戰(zhàn)略定位，使?fàn)I銷(xiāo)渠道能全面覆蓋整個(gè)目標(biāo)市場(chǎng)，另一方面通過(guò)有效的流程和管理優(yōu)化，建立高效運(yùn)轉(zhuǎn)的渠道營(yíng)銷(xiāo)管理體制，努力提升營(yíng)銷(xiāo)渠道的銷(xiāo)售能力、服務(wù)能力和經(jīng)濟(jì)性；最后按照“系統(tǒng)規(guī)劃、分步實(shí)施、重點(diǎn)突出、協(xié)同推進(jìn)”的原則，制定中國(guó)電信湖南公司營(yíng)銷(xiāo)渠道建設(shè)優(yōu)化實(shí)施的步驟和保障機(jī)制。
[Abstract]:For communication operators, the gap between products, technologies and networks has been narrowed day by day after the whole business operation. As the link between customers and communication operators, marketing channel not only plays the role of business promotion, product promotion, service support, but also is an important grasp of enterprise decision-making transmission, execution landing, is the core competitiveness of enterprises. Under this background, establishing a perfect marketing channel system and constantly improving the operation ability and service level of the marketing channel is the key for China Telecom Hunan Company to gain the advantage in the fierce market competition of the whole business operation. It is of practical significance to study the construction and optimization of marketing channel of China Telecom Hunan Company. This paper first analyzes the development trend of telecom industry and the internal and external environment of China Telecom Hunan Company, and applies the basic theory of marketing channel to discuss the current situation of the marketing channel of China Telecom Hunan Company, and points out that the existing channel is in the sales structure. The shortcomings of network coverage, marketing effectiveness, channel service support and so on; then, on the basis of this, the author puts forward the optimization scheme of marketing channel construction of China Telecom Hunan Company. On the one hand, its core is to establish and perfect the channel system suitable for the whole business operation, to further clarify the strategic positioning of each channel, so that the marketing channel can cover the whole target market, on the other hand, through effective process and management optimization, Establish an efficient channel marketing management system, strive to improve the marketing channel sales ability, service capacity and economy; finally, according to the principle of "system planning, step by step implementation, emphases, collaborative promotion" principle, To formulate the steps and guarantee mechanism for the optimized implementation of the marketing channel construction of China Telecom Hunan Company.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F626;F274

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