【作者】 金绍祥；

【导师】 隋广军；

【作者基本信息】 暨南大学 ， 工商管理， 2002， 硕士

【摘要】 伴随着中国加入WTO，电信市场的竞争越来越加剧，各电信运营商在制定经营战略中越来越多地考虑如何提升顾客满意度，从而进一步提高顾客忠诚度。本文是关于滨洲移动通信有限公司计划变革营销渠道，来改善公司的服务的案例研究。本文分两部分，第一部分是案例描述，第二部分是案例分析。 案例描述部分首先通过倒叙的写作方法以举例的方式描述了滨洲移动通信有限公司近年来在营销渠道方面的现状和策略，指出了其存在的问题，紧接着通过历史再现的方式介绍了公司的发展经历和环境变化。 案例分析部分首先分析了滨洲移动公司的发展环境，通过SWOT方法分析了公司目前的资源状况和面对的竞争态势，进而利用战略资源匹配、委托-代理等方法和理论分析了公司目前营销渠道存在的问题和产生的根本原因，提出了加强自营厅建设、进一步完善代理模式的渠道建设思路，以及服务营业厅和销售营业厅并举的服务渠道战略。更多还原

【Abstract】 After China’s entry into the WTO, the competition of the telecommunication market becomes rougher and rougher. Competitors in this market are more and more focused on making marketing strategies to improve customer satisfaction and loyalty. This thesis is a case study of Binzhou Mobile Communication Corp., Ltd. (BMCC). It consists of two parts, Case Description and Case Analysis.The Case Description presents a general grasp of problems BMCC are faced with in marketing channels in the past few years. It also describes the development history of the BMCC, the changes of environment of its industry.The Case Analysis is started by discussing the development environment of BMCC, its SWOT factors, its resources circumstances and competitive situations.Secondly, it analyzes the problems (and also their causes) of BMCC’s marketing channels using theories of strategy fit, authorizing and agents.Finally, some suggestions are made in this part on the construction of BMCC’s self supported services and sales halls, and the improvement of its agent services and sales channels.更多还原