【摘要】：營(yíng)銷渠道管理是企業(yè)的一項(xiàng)基礎(chǔ)管理工作,在企業(yè)的市場(chǎng)營(yíng)銷組合中扮演著十分重要的角色,也是企業(yè)獲取長(zhǎng)期競(jìng)爭(zhēng)優(yōu)勢(shì)的戰(zhàn)略要素。最近幾年來,在整個(gè)電信行業(yè)發(fā)生的諸如電信運(yùn)營(yíng)商的重組、3G牌照的發(fā)放等巨大變革,進(jìn)一步推動(dòng)了國(guó)內(nèi)三大電信運(yùn)營(yíng)商：中國(guó)移動(dòng)、中國(guó)聯(lián)通、中國(guó)電信步入電信全業(yè)務(wù)競(jìng)爭(zhēng)時(shí)代。舊的競(jìng)爭(zhēng)格局已被徹底打破,新的競(jìng)爭(zhēng)格局正在形成。電信運(yùn)營(yíng)商之間的競(jìng)爭(zhēng)已逐步脫離單純的網(wǎng)絡(luò)技術(shù)競(jìng)爭(zhēng)及價(jià)格競(jìng)爭(zhēng),而逐漸朝著渠道競(jìng)爭(zhēng)和終端方面的競(jìng)爭(zhēng)演變。營(yíng)銷渠道作為產(chǎn)品銷售與客戶服務(wù)的重要環(huán)節(jié)成為電信運(yùn)營(yíng)商打造最新的核心競(jìng)爭(zhēng)力所關(guān)注的重點(diǎn)。 本文在理論概述部分系統(tǒng)地闡述了營(yíng)銷渠道的內(nèi)涵、功能和結(jié)構(gòu)。然后對(duì)盤錦電信市場(chǎng)的環(huán)境、PJ公司的概況以及營(yíng)銷渠道管理方面存在的問題進(jìn)行了分析,從而提出了PJ公司營(yíng)銷渠道的優(yōu)化設(shè)計(jì)和方案。在此原則的基礎(chǔ)上,對(duì)公司各類營(yíng)銷渠道制定了進(jìn)一步的管理改進(jìn)措施,主要包括實(shí)體渠道中的自有渠道、社會(huì)渠道在人員選擇、激勵(lì)、考核、控制等方面營(yíng)銷管理改進(jìn)措施。 本文以PJ公司為研究對(duì)象,對(duì)其營(yíng)銷渠道管理及改進(jìn)策略進(jìn)行了深入的研究,對(duì)PJ公司進(jìn)一步增強(qiáng)渠道管理的能力,提高PJ公司的區(qū)域競(jìng)爭(zhēng)力都具有指導(dǎo)意義,相信對(duì)其他城市的移動(dòng)通信企業(yè)也具有一定的借鑒意義。
[Abstract]:Marketing channel management is a basic management work of enterprises, which plays a very important role in the marketing mix of enterprises, and is also a strategic factor for enterprises to obtain long-term competitive advantage. In recent years, huge changes have taken place in the entire telecommunications industry, such as the reorganization of telecom operators and the issuance of 3G licences, which have further promoted the three major domestic telecom operators: China Mobile, China Unicom, China Telecom has stepped into the era of full service competition. The old competition pattern has been completely broken, and the new competition pattern is forming. The competition among telecom operators has gradually deviated from the pure network technology competition and price competition, and gradually evolved towards the channel competition and terminal competition. As an important link of product sales and customer service, marketing channel has become the focus of telecom operators to create the latest core competitiveness. This paper systematically expounds the connotation, function and structure of marketing channel. Then, the paper analyzes the environment of Panjin telecom market, the general situation of PJ Company and the problems in marketing channel management, and puts forward the optimization design and scheme of marketing channel of PJ Company. On the basis of this principle, the author formulates further management improvement measures for all kinds of marketing channels of the company, mainly including the own channel in the entity channel, the social channel in the personnel selection, the encouragement, the examination, the control and so on the marketing management improvement measure. This paper takes PJ Company as the research object, carries on the thorough research to its marketing channel management and the improvement strategy, has the guiding significance to the PJ Company further strengthens the channel management ability, enhances the PJ company's regional competition ability. I believe that the mobile communication enterprises in other cities also have a certain reference significance.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F626

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