中国联通G市县级分公司营销渠道建设研究.pdfVIP

要 从20 世纪90 年代以来，在经济和技术的作用下移动通信得到了迅速的发展。 目前移动通信已成为盈利能力最强，发展前景最广阔的行业。但是伴随着中国加 入WTO，电信市场的竞争越来越加 ，而作为移动运营商的中国联通G 市分公司 在快速发展的同时也面临着一些新问 ，主要表现在市场营销中的渠道战略滞后 于公司整体发展，从而又影响了公司的整体客户满意度，降低了公司竞争力。 面对的各种渠道问题，本文从实际出发，对中国联通 G 市分公司的市场营销 环境和竞争格局作了全面详细的分析，深入研究了中国联通 G 市分公司的渠道现 状。并依据移动产品和服务的特点，结合国内外渠道营销的相关研究，提出了中 国联通 G 市分公司今后的营销渠道的模式选择：以自有渠道建设为核心，以合作 营业厅建设为主体，以便利服务点和直销队伍为铺的复合渠道。从而为高 联通 公司提供了实践参考，以促进中国联通G 市分公司企业竞争能力的提高。 关键词：营销渠道 移动通信 竞争力 1 Abstract Since 1990 s,mobile communication has had a high-speed growth inthe promotion of economytechnology. At present, mobile communication has become the telecom trade that has the most profitable ability, the vastest future, while the fiercest competition. After China sentry into the WTO, the competition of the telecommunication market becomes rougher and rougher. Competitors in this market are more and more focused on making marketing strategies to improve customer satisfaction and loyalty. Being one mobile communication service supply, Chian Unicom G-city Branch is facing some new problems as it grows rapidly. It mainly shows as the strategy of marketing channel is falling behind the company s, and the customer s satisfaction is influenced and lower the ability of company s competition. Facing these problems that exists in Chian Unicom G-city Branch s marketing, and according to fact situation, I completely analyzed Chian Unicom G-city Branch s marketing environment and competitive pattern, deeply investigated the market channel s situation and company s satisfaction. Finally, new system of marketing channel are made in this part on the construction of Chian Unicom G-city Branch s self supported services and sales ha