發(fā)布時(shí)間：2019-04-08 11:14

【摘要】：面對(duì)更加復(fù)雜的競爭環(huán)境,國內(nèi)通信企業(yè)從起初的賣方市場過渡到了買方市場,營銷渠道已經(jīng)成為通信運(yùn)營商核心競爭力的不可缺少的重要部分。然而,在渠道運(yùn)營管理方面,大多數(shù)企業(yè)沿用的仍是改革開放時(shí)期的傳統(tǒng)的渠道模式和管理方式。如何尋找用戶的需求和成功的渠道運(yùn)營管理模式成為各運(yùn)營商亟待解決的問題。而渠道創(chuàng)新是渠道的開拓與延伸,是最有威力和最有功效的營銷手段。論文以營銷渠道管理項(xiàng)目化為主題,對(duì)電信企業(yè)渠道變革運(yùn)營項(xiàng)目化的管理方法進(jìn)行了研究。 論文首先闡述了國內(nèi)外項(xiàng)目化管理和營銷渠道理論的現(xiàn)狀,并界定了項(xiàng)目和項(xiàng)目化以及營銷渠道方面的概念；接著就電信企業(yè)的渠道的發(fā)展趨勢(shì),論證了渠道的創(chuàng)新和變革是當(dāng)前渠道管理的重中之重,也是本文要論述的核心內(nèi)容；其次,結(jié)合國內(nèi)通信企業(yè)渠道所面臨的主要問題,筆者分析了項(xiàng)目化管理在渠道變革中的必要性和可行性,并構(gòu)建了電信渠道變革項(xiàng)目化管理的管理模式。再次,在此模式分析的基礎(chǔ)上,結(jié)合福建電信渠道運(yùn)營實(shí)際情況對(duì)福建電信渠道變革中項(xiàng)目化管理的應(yīng)用進(jìn)行了研究,并以渠道變革中在線交易平臺(tái)的建立和運(yùn)營為主題,闡述了項(xiàng)目化管理的全過程；最后,對(duì)通信企業(yè)渠道管理項(xiàng)目化應(yīng)用進(jìn)行了評(píng)價(jià)。 論文針對(duì)當(dāng)前的焦點(diǎn)問題,以電信企業(yè)渠道變革項(xiàng)目化管理為著力點(diǎn),研究了渠道運(yùn)營管理中的項(xiàng)目化思維模式,具有理論和實(shí)踐意義。就渠道日常管理工作而言,是屬于非項(xiàng)目化的組織形式,但論文從電信渠道的靜態(tài)管理到動(dòng)態(tài)發(fā)展變化中,找到項(xiàng)目化管理的結(jié)合點(diǎn),結(jié)合實(shí)證案例,確定了非項(xiàng)目化的工作任務(wù)也可以實(shí)行項(xiàng)目化管理的研究成果,并具有廣泛的概念,這在一定的程度上,開拓了項(xiàng)目化管理的領(lǐng)域。
[Abstract]:In the face of more complicated competitive environment, the domestic communication enterprises have changed from the initial seller market to the buyer market, and the marketing channel has become an indispensable part of the core competitiveness of the communication operators. However, in the aspect of channel operation and management, most enterprises still adopt the traditional channel mode and management mode during the period of reform and opening-up. How to find users' needs and successful channel operation and management mode has become an urgent problem to be solved by various operators. And the channel innovation is the channel development and the extension, is the most powerful and the most effective marketing means. This paper takes marketing channel management project as the theme, and studies the management method of telecom enterprise channel reform operation project. Firstly, this paper expounds the current situation of project management and marketing channel theory at home and abroad, and defines the concept of project and project management as well as marketing channel. Then, according to the development trend of the channel of telecom enterprise, it is proved that the innovation and change of channel is the most important part of the current channel management, and it is also the core content of this paper. Secondly, combined with the main problems faced by domestic communication enterprises, the author analyzes the necessity and feasibility of project-based management in channel reform, and constructs the management mode of project-based management of telecommunication channel change. Thirdly, on the basis of this model analysis, combining with the actual situation of Fujian telecom channel operation, this paper studies the application of project management in Fujian telecom channel reform, and focuses on the establishment and operation of online trading platform in channel reform. The whole process of project management is expounded. Finally, the project application of communication enterprise channel management is evaluated. Aiming at the current focus, this paper focuses on the project-based management of channel change in telecom enterprises, and studies the project-based thinking mode in channel operation management, which is of theoretical and practical significance. As far as the daily management of channels is concerned, it is a non-project-oriented organization form, but from the static management of telecommunication channels to the dynamic development, the paper finds the combination of project-based management and combines with empirical cases. It is determined that the non-project task can also carry out the research results of project-based management, and has a wide range of concepts, which to a certain extent has opened up the field of project-based management.
【學(xué)位授予單位】：南京郵電大學(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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本文編號(hào)：2454529