【作者】 胡晓勤；

【导师】 杨海荣；

【作者基本信息】 北京邮电大学 ， 产业经济学， 2008， 硕士

【摘要】 营销渠道的建设直接影响公司整体业绩。目前通信运营商提供的业务差异不大,业务功能容易被替代,价格策略又容易被竞争对手模仿,营销渠道已经成为其保持优势的战略性资源。因此,营销渠道的开拓和创新已成为通信运营商研究探讨的重要问题。本文以某市移动公司为例,对其目前的渠道发展状况进行了研究,并提出新的规划和发展思路。同时对其中值得关注的问题做了进一步的探索。第一章,主要介绍了本论文的研究背景、研究目的和研究内容。第二章,首先对营销渠道的定义和内涵进行了阐述;其次介绍了营销渠道理论中的两个重要理论—结构理论和行为理论;最后根据电信业的自身特点介绍了电信行业营销渠道的发展趋势。第三章,对国内外主要运营商的渠道建设的经验进行了总结。第四章,对某市移动通信公司的渠道发展现状进行描述,并提出新的发展思路和未来的渠道结构。第五章,对渠道发展中的扁平化结构、数据业务的渠道建设和手机销售的渠道发展进行了进一步的研究。本文的创新点在于:首先在理论上介绍了经典渠道理论在电信行业的发展趋势,其次在实际渠道建设中关于扁平化的理解和实施、数据业务渠道的发展思路上都提出了自己的看法。更多还原

【Abstract】 The construction of marketing channels direct influences the overall performance of the company. Now all the telecommunications operators provide the similar business services which can be easily instead by their competitors. Their price tactics also will be easily imitated. Because of these, marketing channels has become the strategic resource to maintain their advantage. This situation leads to the Pioneering and innovating of the marketing channels becomes the most important topic that worth to study.The paper takes the certain mobile company as example, studies the present marketing channels developing situation and raises new planning and developing ideas. Also, the paper makes some further exploration for some problems worthwhile. Chapter 1 introduces the research background, purpose and content. Chapter 2 firstly introduces the definition and connotation of the marketing channels, secondly studies the structure theory and behavior theory about the marketing channels. Finally, it raises the developing tendency about telecommunications industry marketing channels. Chapter 3 summaries the marketing channels construction experiences of the domestic and abroad telecommunications operators. Chapter 4 describes development situation about the certain mobile company’s marketing channels, then raises new planning ideas and new channels structure. Chapter 5 makes further study about channels’ flat structure, data service’s channels and mobile phone’s sales channels.The two major innovations: firstly introduce the classic channels theory’s developing situation in telecommunications industry; secondly put forward some ideas about the understanding and implementing of flat channels and the development of data service marketing channels.更多还原