【摘要】：近年來,金融危機(jī)所導(dǎo)致的經(jīng)濟(jì)不景氣一直影響著成都平原西南角的一座新興城市,而位于這座城市的XX移動公司也在日益激烈的電信行業(yè)競爭中尋求經(jīng)濟(jì)增長點(diǎn)。為了響應(yīng)中國移動集團(tuán)公司提出的戰(zhàn)略轉(zhuǎn)型思想——由移動通信專家轉(zhuǎn)型為移動信息專家,XX移動公司開始了一系列努力。渠道變革是否有效,對于XX移動公司戰(zhàn)略轉(zhuǎn)型能否成功具有決定性作用。本文通過對國內(nèi)外知名電信企業(yè)渠道建設(shè)經(jīng)驗(yàn)的分析,歸納總結(jié)電信企業(yè)渠道的特點(diǎn)以及渠道的發(fā)展趨勢,根據(jù)XX移動公司渠道建設(shè)的原則以及整體建設(shè)目標(biāo),采用實(shí)地調(diào)研法、訪談法、資料分析法、實(shí)證分析法等多種方法相結(jié)合的分析方法,充分分析了XX移動在渠道建設(shè)方面存在的問題,并分析這些問題,提出相對應(yīng)的解決方案,解決了目前渠道建設(shè)中存在的問題,并通過新的解決方案最終實(shí)現(xiàn)XX移動的業(yè)務(wù)增長。同時,本文通過提出對XX移動公司建立星級渠道管理方法,實(shí)現(xiàn)對渠道的有效管理。
[Abstract]:In recent years, the recession caused by the financial crisis has affected a new city in the southwest corner of the Chengdu Plain, where XX Mobile is also looking for growth in the increasingly competitive telecoms industry. In response to the strategic transformation idea put forward by China Mobile Group, XX Mobile started a series of efforts to transform mobile communication experts into mobile information experts. Whether the channel reform is effective or not is decisive to the success of the strategic transformation of XX Mobile Company. Based on the analysis of the channel construction experience of well-known telecom enterprises at home and abroad, this paper summarizes the characteristics and development trend of the channel, according to the principles of channel construction and the overall construction objectives of XX mobile company. By using the methods of field investigation, interview, data analysis, empirical analysis and so on, this paper fully analyzes the problems existing in the channel construction of XX mobile, and analyzes these problems, and puts forward corresponding solutions. The existing problems in channel construction are solved, and XX mobile business growth is finally realized through new solutions. At the same time, this paper puts forward the establishment of star channel management method for XX Mobile Company to achieve effective channel management.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F272;F626
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本文編號：2290741