中国移动营销渠道改革研究.pdfVIP

要 随着移动通信行业市场竞争的加剧，竞争各方对营销渠道必将展开持续的争夺 和控制。中国移动要想保持竞争优势，营销渠道的建设、管理和控制工作是非常 关键的因素。 本文对中国移动渠道体系进行了一 系统化的研究，包括营销渠道建设和管 理模式等内容。即中国移动营销渠道的体系化建设思路，以及营销渠道的各种管 理办法和支撑手段，渠道的冲突和管理等主要内容。 本文对中国移动的渠道体系现状以及渠道变革实践进行了大量的调研分析， 从中既找出当前营销渠道的不足之处，又总结了中国移动几 省分公司在渠道变 革探索中取得的经验，具有较强的实际意义。 本文通过对行业发展趋势的分析，发掘出渠道变革新的需求，同时明确了渠 道维系工作将是中国移动渠道工作的一项重点。 本文在研究方法上以营销渠道的理论体系为基础，结合案例和实际进行分析 研究。本文的研究结果是打造一个多通路、扁平化、高效能的渠道体系，通过系 统化的组织、管理和建设，形成渠道能力的综合优势，为实现中国移动公司持续、 健康、快速地发展提供有益的参考。 关键词：中国移动 营销渠道体系 渠道建设和管理 1 Abstract With the severer competition in mobile communication industry, all parties will certainly take actions on continually contest and control. China Mobile should pay much attention to the construction, management and control work of marketing channel which are the very key factors to keep its competitive advantage. This paper has a systematic research on China Mobile channel system, including the building and managing styles of marketing channel. The main contents covers the idea on constructing the system of China Mobile marketing channel as well as all kinds of management method and supporting means and the conflict and management of marketing channel. The author did much work over channel system situation and reform practice of China Mobile. This paper not only discovered the disadvantage of current marketing channel but also summarized the experience gained on the way to seek reformation by several China Mobile branches which have a great practical significance. Through analysis on the development tendency of telecommunication industry, this paper put forwards new requirements for channel reformation and specified that channel maintenances will be an important work in China Mobile channel management. The research method of the pape