中国电信农村市场的营销渠道策略研究.pdfVIP

要 随着农村经济的进一步发展、农民消费水平的进一步提高、解决 三农”问题呼 声的进一步加强，农村通信市场正逐步吸引着电信运营商的关注的目光。但是随 着农村电信市场的逐步开放，中国电信的农村市场渠道问 也就随之浮出水 。 本文的研究将围绕中国电信农村市场渠道的建设展开论文。 第一章，介绍本文的研究意义和背景。从宏观背景看，农村经济的发展离不 开信息产业的发展。而微观背景中国电信的发展必须依靠农村市场的拓展。 第二章，本章针对论文所需理论基础进行了理论综述，包括对市场营销渠道 理论的介绍与电信营销相关概念的界定。 第三章，应用麦克.波特教授的五种力量竞争模型分析了中国电信所处产业的 竞争环境。并应用SWOT 分析方法，对中国电信的农村市场环境的优势、劣势、 机会、威胁进行了系统分析。 第四章，分析目前中国电信农村市场的渠道现状，找出目前农村渠道的问 。 第五章，在第四章与第三章的分析基础上，形成了中国电信农村市场渠道建 设和完善策略。 关键词：渠道 电信 农村市场 1 Abstract Along with the rural economy further development, the farmer consumption level further enhancement, the call of the solution of countryside, agricultural and farmers problem further strengthens, the farmer communication market is attracting the telecommunication operation businessmen to pay closer attention to it. In the chapter 1, the significance and background of this topic are introduced. On the macroscopic background, rural economic development is inseparable from the development of the information industry. On the other hand, on the microscopic background, the development of China Telecom must rely on the Expansion of the rural market. Start with the background paper from the two launched by the exposition. In the chapter 2, theoretical basis of the thesis is summaried, including the introduction of marketing channels` theory and the defination of marketing concepts related on telecommunications . The chapter 3 applies Mike. Porters five competitive forces model into analysising competitive environment of Chinas telecommunications industry, and SWOT model is applied into analysising the strengths, weaknesses, opportunities, threats of rural market of China Telecom. In the chapter 4,the aurthor analysises channels of China Telecom i