論轉型背景下中國聯(lián)通呼和浩特市分公司渠道沖突控制與管理對策
發(fā)布時間：2018-12-23 19:03
【摘要】：信息化社會的到來,人們在通信方面的需求越來越高,越來越廣。用戶從簡單的通訊需求向移動互聯(lián)網需求轉變,特別是針對高速上網的需求；終端由普通2G向3G及4G智能化轉變,終端互聯(lián)網功能的加強及種類的增多,拓寬了用戶的消費范圍；提供的服務由單一的通訊向成為從事各種工作一種載體的轉變；數據業(yè)務的發(fā)展帶動行業(yè)集團用戶單一的通訊產品需求向深度融合行業(yè)化的轉變；通訊終端成為人們了解世界的重要信息來源及從事各項工作的重要工具。這些轉變都要求通信運營商在經營上必須轉型,由通信服務提供商向信息服務提供商轉型。 渠道作為通信運營商營銷的主要環(huán)節(jié),已經越來越受到運營商的重視,目前渠道逐步走向多元化,精細化,渠道已經成為運營商競爭的主要焦點,如何通過有效的管理來掌控渠道的良性發(fā)展是目前運營商的主要工作,本文以目前我國北方市場運營商具有代表性的中國聯(lián)通呼和浩特分公司的營銷渠道為研究目標,對中國聯(lián)通北方市場渠道共性問題運用博弈論理論,全面、科學的對通信行業(yè)運營商的渠道沖突進行研究,通過理論結合實際,對運營商的渠道沖突的起因,渠道沖突的管理、渠道沖突的解決等進行了全面系統(tǒng)深入的分析,并以此為基礎構建渠道沖突控制合作聯(lián)盟,它不但可以有效控制渠道沖突的產生,還可以為渠道成員以及整個渠道系統(tǒng)帶來較高的收益,保證渠道的有效運營。本文首先通過分析國內外學者研究成果,對合作聯(lián)盟的內涵給予了界定；然后通過對運營商渠道類型的分析,結合構建合作聯(lián)盟的各項基本條件與三種渠道沖突的類型,從有效控制渠道沖突的角度出發(fā)構建三種合作聯(lián)盟模型,即共享型合作聯(lián)盟、集中型合作聯(lián)盟、互補型合作聯(lián)盟；接著基于以上三種渠道沖突控制合作聯(lián)盟組建相互競爭渠道成員合作聯(lián)盟樹,全面的、系統(tǒng)的控制渠道沖突的發(fā)生；最后通過對三種渠道合作聯(lián)盟的管理來達到合作聯(lián)盟的有效運行。
[Abstract]:With the arrival of information society, the demand of communication becomes higher and wider. Users change from simple communication requirements to mobile Internet needs, especially for high-speed Internet access; The terminal has changed from 2G to 3G and 4G intelligentized, the function of terminal Internet has been strengthened and the variety of terminal has been increased, the range of consumer consumption has been widened, the service provided has changed from single communication to becoming a carrier for all kinds of work. With the development of data service, the single communication product demand of the users of the industry group has changed to the deep integration industry, and the communication terminal has become an important source of information and an important tool for people to understand the world and engage in all kinds of work. These changes require operators to transform their operations, from communication service providers to information service providers. As the main link of the communication operator's marketing, the channel has been paid more and more attention by the operator. At present, the channel is gradually diversified and refined, and the channel has become the main focus of the operator's competition. How to control the benign development of channels through effective management is the main work of the operators at present. This paper aims at the marketing channel of Hohhot Branch of China Unicom, which is representative of the operators in the northern market of China. Using game theory to study the channel conflict of telecom operators in China Unicom's northern market, and combining the theory with practice, the cause of channel conflict and the management of channel conflict are discussed. The resolution of channel conflict is analyzed comprehensively and systematically, and the cooperative alliance of channel conflict control is constructed on the basis of it, which not only can effectively control the emergence of channel conflict, It can also bring higher revenue to the channel members and the whole channel system to ensure the effective operation of the channel. Firstly, by analyzing the research results of scholars at home and abroad, this paper defines the connotation of cooperative alliance. Then, by analyzing the channel types of operators, combining with the basic conditions of constructing cooperative alliance and the types of three channel conflicts, this paper constructs three kinds of cooperative alliance model from the perspective of effective channel conflict control, that is, shared cooperative alliance. Collective cooperation alliance, complementary cooperation alliance; Then based on the above three kinds of channel conflict control cooperation alliance to form a competing channel members cooperative alliance tree, comprehensive, systematic control channel conflicts; Finally, through the management of the three channels of cooperation alliance to achieve the effective operation of the alliance.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F626
本文編號：2390131
[Abstract]:With the arrival of information society, the demand of communication becomes higher and wider. Users change from simple communication requirements to mobile Internet needs, especially for high-speed Internet access; The terminal has changed from 2G to 3G and 4G intelligentized, the function of terminal Internet has been strengthened and the variety of terminal has been increased, the range of consumer consumption has been widened, the service provided has changed from single communication to becoming a carrier for all kinds of work. With the development of data service, the single communication product demand of the users of the industry group has changed to the deep integration industry, and the communication terminal has become an important source of information and an important tool for people to understand the world and engage in all kinds of work. These changes require operators to transform their operations, from communication service providers to information service providers. As the main link of the communication operator's marketing, the channel has been paid more and more attention by the operator. At present, the channel is gradually diversified and refined, and the channel has become the main focus of the operator's competition. How to control the benign development of channels through effective management is the main work of the operators at present. This paper aims at the marketing channel of Hohhot Branch of China Unicom, which is representative of the operators in the northern market of China. Using game theory to study the channel conflict of telecom operators in China Unicom's northern market, and combining the theory with practice, the cause of channel conflict and the management of channel conflict are discussed. The resolution of channel conflict is analyzed comprehensively and systematically, and the cooperative alliance of channel conflict control is constructed on the basis of it, which not only can effectively control the emergence of channel conflict, It can also bring higher revenue to the channel members and the whole channel system to ensure the effective operation of the channel. Firstly, by analyzing the research results of scholars at home and abroad, this paper defines the connotation of cooperative alliance. Then, by analyzing the channel types of operators, combining with the basic conditions of constructing cooperative alliance and the types of three channel conflicts, this paper constructs three kinds of cooperative alliance model from the perspective of effective channel conflict control, that is, shared cooperative alliance. Collective cooperation alliance, complementary cooperation alliance; Then based on the above three kinds of channel conflict control cooperation alliance to form a competing channel members cooperative alliance tree, comprehensive, systematic control channel conflicts; Finally, through the management of the three channels of cooperation alliance to achieve the effective operation of the alliance.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F626
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