南昌铁通营销渠道构建对策研究.pdfVIP

要 20 世纪末，通信行业的垄断被打破。先后出现的六大运营商，从产品竞争到 价格竞争，从技术竞争转向渠道竞争，竞争态势愈演愈烈。至2008 年中，电信行 业重组合并成三家电信运营商，新的全业务发展的竞争格 日趋显现作为产品销 售与客户服务重要环节的营销渠道建设也成为了各大运营商打造企业核心竞争力 的关注焦点。本文从论述选题的背景和意义入手，回顾了通信行业体制改革及相 应的渠道发展与演变历程，研究了行业内主要运营商的营销服务渠道构建情况。 在此基础上，分析南昌铁通在渠道构建过程中存在的主要问 及原因，并根据南 昌铁通营销渠道建设战略，提出了一些营销渠道构建对策思路。 通过论文研究，发现南昌铁通的营销渠道构建，仍将是赢得企业核心竞争力 的关键因素。其中，四大渠道各自职能的清晰界定与营销渠道建构建对策是渠道 发展的重点；四大渠道中的自 渠道，特别是直销渠道的作用强化，来满足未来 更广泛的差异化需求，则是营销服务渠道构建的发展方向。重组后三大运营商全 业务经营所形成的同质竞争格 ，将会引发更为激烈的行业竞争。而南昌铁通营 销渠道的构建也需要在重组的环境下做进一步的研究与探讨。 关键词：营销渠道 南昌铁通 对策 1 Abstract At the end of the 20th century, the monopoly of the communication industry was broken. Then six telecommunication providers have come into existence, then the competition situation become more and more worsen, from product competition to price competition, from technological competition to marketing channel competition. Up to 2008, the Telecommunications Industry had been restructruing, the competition pattern of the whole business competition has been signalized day by day. As the important link between product sales and customer service, the marketing channel establishment also become the point for telecommunication providers to make the core competitiveness of enterprises.This article deals with certain problems about the restructuring of telecommunications industry and the developmental process of the marketing channel . This article also intruduce the establishment situation about the sevice and marketing channel of the about the maj or telecommunications giant. On this foundation , analyse the problem in the marketing channel operation of nanchang tie tong company.By this analysis and the nanchang tie tong company market