中国电信广东公司营销渠道建设研究.pdfVIP

要 2008 年 10 月，中国电信正式收购中国联通CDMA 网络后，终于拿到移动业务 运营牌照，企业也从此获得了新生，但市场竞争的格局和客户的消费习惯已经发 生了深刻的变化，中国电信原 的营销渠道体系已经不能适应移动业务发展的需 要。 本文综述了营销渠道相关理论和研究现状，深入分析了当前电信运营商营销 环境，通过对中国电信广东公司营销渠道的现状分析，找出阻碍企业发展的营销 渠道瓶颈问题，并进行较为深入的分析研究，对中国电信广东公司的四大营销渠 道进行市场定位，提出营销渠道建设的思路和实施内容。 中国电信广东公司渠道体系是跨客户群的共享资源，应强化渠道规划和统筹， 形成布局合理、定位清晰、管控规范、具备差异化优势、立体式、多层次的全业 务渠道体系。 本文对中国电信广东公司的营销渠道建设提出了建设性的意 ，希望能够对 中国电信广东公司的营销渠道建设带来启发和帮助。 关键词：营销渠道 营销环境 渠道定位 1 Abstract In October 2008, China Telecom officially acquired China Unicom CDMA network, finally get the mobile business licence, the enterprise has gained a new life, but the pattern of market competition and the customers consumption habits have undergone profound changes, China Telecoms original marketing channel system is no longer adapted to the needs of mobile business development. This article summarizes the relevant theories and marketing channel research, in-depth analysis of the current telecommunication operators marketing environment, the marketing channel through China Telecom Guangdong Branch of current situation, identify the marketing channel of enterprise development, and the bottleneck for a more in-depth analysis of research on four marketing channels China Telecom Guangdong Branch to market positioning, marketing channels and the implementation of the content. China Telecom Guangdong Branch channel system across a customer base of shared resources, should strengthen channel planning and co-ordination, reasonable layout, positioning and regulated specifications, with differentiated advantages, stereoscopy, multi-level system of all business channels. This article on the construction of the marketing channel China Telecom Guang