上饶电信分公司营销渠道建设研究.pdfVIP

要 渠道建设是提升营销能力，提高核心竞争力的有效手段，渠道建设策略，直 接关系着企业的兴衰存亡，正确的渠道策略，会使企业走上可持续的健康发展之 路；反之，则会使企业失去活力和竞争力，逐渐衰败下来，以至破产倒闭。由此 可见，企业的渠道建设策略是企业存亡之大计，渠道是企业的立身之本。本文对 渠道建设的理论进行较为全面的阐述，分析了上饶电信所处的竞争日益激烈，新 技术不断涌现的市场环境，上饶电信具有的市场定位准确、网络优势明显、客户 资源庞大的优势和人员结构失衡、缺乏明确的发展战略规划以及强烈的市场竞争 意识、机制落后等劣势，对上饶电信目前大客户经理制、社区经理制、农村统包 制及 10000 号等渠道的现状进行了较为深入的研究和对比分析。提 了在当前的 市场环境下，上饶电信渠道建设应使渠道具有办理业务方便化，渠道层次丰富化， 渠道功能完善化，渠道覆盖要广泛化等对策和建议，并对渠道建设中遇到的渠道 冲突和社会渠道风险防范的问题和矛盾进行了研究 。 关键词： 电信 营销渠道 策略 1 Abstract Channel building is the effective means to enhance marketing capability, and enhance core competitiveness. Channel building strategy has a direct bearing on the rise and fall of an enterprise .The right channel strategy, will return to a sustainable and healthy development of the road; Instead, the enterprises would lose their vitality and competitiveness, and gradually decline down , and even bankruptcy. Clearly, the strategy of building channels is important to the survival of corporate .The channel is what sustains the enterprises. In this paper, the theory of building channels for a more comprehensive elaboration of Shang Rao telecommunications where competition is becoming increasingly fierce, new technologies continue to emerge in the market environment. With the Shang Rao telecommunications market positioning accuracy, obvious advantages of network, huge advantage of customer resources and imbalance of personnel structural, the lack of clear strategic planning and strong market competition consciousness and mechanisms backward disadvantage The paper conducts a fairly in-depth research and comparative analysis to the current major clients Manager System, Community Manager System, Rural Turnkey System, including the 1