南昌移动营销渠道研究.pdfVIP

要 随着通信行业的重组和市场竞争的加剧，营销渠道已经成为电信运营商实现 差异化营销和客户业务规模发展，以及打造核心竞争力的重要因素，因此，对营 销渠道的研究显得异常重要。 本文运用市场营销学的 论基础，结合本人在通信行业多年的工作实践经验， 详细分析了南昌移动公司当前面临的宏观环境和微观环境，提出了新的竞争形势 下运营商营销渠道发展趋势，全面剖析了南昌移动营销渠道现状和存在的深层次 问题，探讨完善南昌移动公司营销渠道管 的对策。 论文指出南昌移动处在向全业务竞争和3G 业务发展的关键转折时期，必须通 过统一和规范渠道的考核体系，加强渠道的掌控和提高渠道的忠诚度和满意度， 必须全面提升渠道的发展能力、发展质量和服务水平，尤其是移动数据业务、增 值业务的发展能力，从而为企业持续健康发展提供坚实保证。最后，提出要建立 面向家庭客户的营销渠道体系，推广集家庭移动、固化、宽带等为一体的融合业 务，以及要加大推广电子渠道力度以适应未来客户消费的需要。 关键词：营销渠道、渠道掌控力、渠道忠诚度、全业务竞争 1 Abstract With the communication industry restructuring and marketing competition is getting more and more harsh, as the market channels play important factors, which accomplish telecom operators to differentiate their marketing, achieve the scale s development of customer and business, and build the core competitiveness. Therefore, the study of marketing channels become of paramount importance. In this paper, the author used theoretical basis of marketing, combining with many years of work experience in the communications, to analyze detailed the macro-environment and micro-environment which Nanchang Mobile Corporation faces at present. It put forward the development trend of marketing channels in the new competitive situation. Then, there is a comprehensive analysis of the status and the deep-rooted problems in Nanchang Mobile Co. marketing channel. The author probed into the countermeasures how to perfect the marketing channel management of Nanchang Mobile Co. Paper pointed out that the Nanchang Mobile is developing to the full-service competition and the 3G business at a key turning point, we must through a uniform and standardized evaluation system, strengthen the control of channels, improve loya