【摘要】：近年來,隨著通信運(yùn)營商實(shí)體渠道的規(guī)模達(dá)到一定程度,加之高額的成本增加,使實(shí)體渠道增速變得十分緩慢。同時(shí),互聯(lián)網(wǎng)飛速發(fā)展,對(duì)一個(gè)一個(gè)傳統(tǒng)行業(yè)先進(jìn)行蠶食、后是沖擊、再是正面競爭和顛覆,互聯(lián)網(wǎng)的深入發(fā)展,使用戶的需求和習(xí)慣發(fā)生了較大變化,有的則是根本性的改變。電子渠道因其便捷、互動(dòng)、規(guī)模效應(yīng)和較低成本,得到了電信、移動(dòng)和聯(lián)通的高度關(guān)注,在集團(tuán)、省、市層面紛紛成立專業(yè)化的運(yùn)營團(tuán)隊(duì)。同樣,SC電信自2012年開始成立電子渠道運(yùn)營團(tuán)隊(duì),從最初的一個(gè)組再升級(jí)為中心再到現(xiàn)在的電子渠道事業(yè)部,力圖將電子渠道打造成又一個(gè)的營銷服務(wù)核心渠道。用戶消費(fèi)需求和行為習(xí)慣的變化是促進(jìn)SC電信電子渠道發(fā)展的主因,在適應(yīng)和滿足用戶需求的同時(shí),希望能夠培養(yǎng)用戶的需求,建立面向用戶的渠道競爭優(yōu)勢。其次是經(jīng)歷了2012-2014三年實(shí)體渠道的高速發(fā)展,實(shí)體渠道已達(dá)到一定規(guī)模,實(shí)體渠道規(guī)模擴(kuò)張帶來營銷成本的大幅上升,國家在2015年稅收實(shí)行營改增后,營銷成本的下降不能再支撐實(shí)體渠道的進(jìn)一步規(guī)模擴(kuò)張。再次是SC電信手機(jī)、寬帶和電視的發(fā)展已達(dá)到一定規(guī)模,由此帶來的人工服務(wù)壓力可通過電子渠道得到一定的幫助。因此,必須深入研究影響SC電信電子渠道發(fā)展的內(nèi)因和策略。本文從服務(wù)營銷的視角,即以用戶為中心的視角出發(fā),主要從用戶需求、渠道定位、存在問題、渠道策略等方面進(jìn)行深入的分析和解讀。文中首先介紹了中國電信及SC電信電子渠道的現(xiàn)狀,在此基礎(chǔ)上總結(jié)分析了SC電信電子渠道“存量、服務(wù)和渠道協(xié)同”的渠道定位。同時(shí)從服務(wù)營銷的視角分析了用戶需求、功能與渠道匹配、渠道協(xié)同、新型互聯(lián)網(wǎng)渠道競爭,以及其現(xiàn)在面臨的集團(tuán)、省、市、縣公司重復(fù)建設(shè)、資源運(yùn)用效率低、運(yùn)營分散,互聯(lián)網(wǎng)電商渠道替代嚴(yán)重等問題。面對(duì)問題,提出了具體實(shí)施的策略建議。本文理論與實(shí)際相結(jié)合,可作為中短期通信電子渠道運(yùn)營的重要參考。同時(shí),本文關(guān)注了服務(wù)型行業(yè)渠道經(jīng)營特點(diǎn)的轉(zhuǎn)型,研究同樣適用于移動(dòng)、聯(lián)通公司,同時(shí)對(duì)銀行、保險(xiǎn)等渠道類似行業(yè)的渠道規(guī)劃發(fā)展也會(huì)起到一定的參考作用。
[Abstract]:In recent years, with the scale of the real channel of the communication operators to a certain extent, coupled with the high cost increase, the growth rate of the real channel becomes very slow. At the same time, with the rapid development of the Internet, a traditional industry has been nibbled first, followed by a shock, then a positive competition and subversion. With the in-depth development of the Internet, the needs and habits of users have been greatly changed. Some are fundamental changes. Because of its convenience, interaction, scale effect and low cost, electronic channel has been highly concerned by telecom, mobile and Unicom. Professional operation teams have been set up at group, province and city level. Similarly, SC Telecom started to set up an electronic channel operation team in 2012, from the initial group to the center and now the electronic channel division, trying to build the electronic channel into another core channel of marketing services. The change of consumer demand and behavior habit is the main reason to promote the development of SC telecom electronic channel. It is hoped that the demand of users can be cultivated and the competitive advantage of channel oriented to users can be established while adapting and meeting the needs of users. Secondly, after experiencing the rapid development of the physical channel in 2012-2014, the physical channel has reached a certain scale. The expansion of the physical channel scale has brought about a substantial increase in marketing costs. After the state implemented the tax camp increase in 2015, The decline in marketing costs can no longer support the further expansion of physical channels. Thirdly, the development of SC telecom cell phone, broadband and TV has reached a certain scale, and the artificial service pressure can be helped through electronic channels. Therefore, it is necessary to deeply study the internal causes and strategies that affect the development of SC telecom electronic channels. From the perspective of service marketing, that is, the user-centered perspective, this paper analyzes and interprets deeply from the aspects of user demand, channel positioning, existing problems, channel strategy, and so on. This paper first introduces the current situation of China Telecom and SC telecom electronic channel, and then summarizes and analyzes the channel positioning of SC telecommunication electronic channel "stock, service and channel coordination". At the same time, from the perspective of service marketing, this paper analyzes user demand, function and channel matching, channel cooperation, new Internet channel competition, and the repeated construction of group, province, city and county companies, low efficiency of resource utilization and scattered operation. Internet e-commerce channel substitution serious problems. In the face of the problem, put forward the specific implementation of the strategy recommendations. Combining theory with practice, this paper can be used as an important reference for medium-and-short-term communication electronic channel operation. At the same time, this paper focuses on the transformation of the channel management characteristics of the service industry, the research is also suitable for mobile, China Unicom company, at the same time, it will also play a certain reference role in the channel planning and development of similar channel industries such as banking, insurance and so on.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F626

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本文編號(hào)：2293621