江西移动手机销售渠道的管理和控制.pdfVIP

要 2008 年5 月23 日，工信部宣布新一轮电信重组方案，原6 家运营商合并为3 家，中国电信业进入 “三国演义”时代，中国电信企业之间的竞争全面升级，而 移动通信市场作为朝阳产业，更是受到各运营商的关注，一场对移动通信市场的 更大的争夺正拉开帷幕。 手机销售渠道一直是各运营商发展新客户的主战场，其战略地位不言而喻， 谁控制了该渠道，谁就将在未来的市场竞争中占据主动。作为市场的新进入者想 迅速进入移动通信市场，必将全力对手机销售渠道进行争夺。因此，作为移动运 营企业的领军人，加强对现有手机销售渠道的管理和控制至 重要。 该文以营销渠道理论为依托，认真分析了江西移动手机销售渠道的现状以及 存在的问 ，提出了建立密集分销与有效聚焦相结合的分销体系，并给出了有效 的渠道优化和控制方案。同时考虑到未来可能的政府不对称管制因素，该文在渠 道的优化中 入了相 元素，具有一定的前瞻性。该文不仅介绍了营销渠道方面 的基本理论和知识，可以帮助新进入营销渠道领域的人员加深对营销渠道理论的 理解，而且该文对江西移动手机销售渠道的管理和控制提供了实际可操作性的意 见。综上所述，该文既能丰富相关领域的知识，更具有实践的指导意见。 关键词：移动通信 手机销售渠道 分销 控制 1 Abstract On May 23, 2008 ，Public Works Department announced that a letter of a new round of restructuring of the telecommunications program。For the 6 of the original operators into 3, Chinas telecommunications industry has been into the Romance of the Three Kingdoms era. China Telecom competition among enterprises a comprehensive upgrade. So the operators will take more concern on mobile communications market which is a sunrise industry 。A mobile communications market and greater competition is opened 。 Mobile phone sales channels has been the operator of the development of new customers the main battlefield 。So it has the most important strategic position. The one control of the channel will be in the future take the initiative in market competition. As a new market entrants would like to move into the mobile communications market, will certainly full of mobile phone sales channels. As a result, mobile operators as a business leader, to strengthen the existing mobile phone sales channel management and control is essential. In this paper, to sales channels based on the theory that a careful analysis of Jiangxi Mobile phone sales channels, as well as the status quo of t