赣州移动石城县分公司营销渠道管理优化研究.pdfVIP

要 目前，我国移动通信市场竞争日益激烈，营销渠道的地位和作用变得越来越 重要，已成为能否在市场竞争中胜出的关键因素。因此，对移动通信公司的营销 渠道进行深入研究，并对其优化势在 行。 本文以石城移动分公司营销渠道为背景，结合石城移动营销渠道的现状，对 石城移动的渠道业务整合、网点覆盖、渠道培训及激励等现状进行了分析，重点 从业绩评价、渠道掌控和从业人员素养方面对问题的形成进行了剖析。并在此基 础上，从重点客户服务、电子自助服务、实体服务营销、行业合作、增值业务合 作等方面对渠道模式的优化进行了探讨，结合石城移动经营工作现状，从自有渠 道建设、社会代理渠道整合优化、渠道考核及激励机制和信息管理系统方面提出 了具体的优化措施。 关键词：石城移动 营销渠道 管理优化 研究 1 Abstract With the severe competition of mobile telecommunications in China, the role and position of marketing channels has become fundamental, turning out to be the critical factors to win the market. Therefore, it proves necessary to further researches on the marketing channels as well as the corresponding optimization. This essay takes the marketing channels of Shicheng County as the background, combines the present situations of its marketing channels, presents a detailed analysis on the integration of marketing channels, the network node covering, the training of marketing and encouragement. It focuses on the formation of problems in the assessment on performance, the control of marketing and the personnel quality training. Above all, the essay puts forth the detailed procedures to improve in customer service, electronic self-service, entity service marketing, trade cooperation and value-added business, on the basis of its present situation, channel construction and social-acting channel optimization. Key Words: Shicheng Mobile marketing channel management optimization research 2 目 录 1. 绪论 1 1.1 研究背景 1