中国网络通信有限公司IP电话营销渠道的研究.pdfVIP

的历史机遇；作为新兴瀚电信运营髓和电信市场的后来者，在巨大的 市场需求面前，急需做好市场的开拓。 第二章的内容是说明网通建立创新性营销渠道的重要牲和必要 髓。在本章的开始首先阐述了本文为侍么要从藿销渠道鼹角度对两通 的IP电话经瞥状况进行分析，接着分析了渠道的建立对企业发展的重 要性，以及住为新兴的电信运营齑，嘲通的IP电话作为成熟的耨产品 进入市场建立营销渠道的重要性。最后，在对瓣通的渠遂现状进行介 绷和问题分析之后，指出目前完善觜销渠道的迫切性和建立不同于竞 争对手的创毅性营销渠道的必要性。 第三章主要是介绍如何建立吴鸯鑫《薪经营链渠道静璎论基穑察策 略思想。在本章中提出了希望以关系营销为理论基础建立妈渠道成员 之间“双赢”格局的长久饮{半型关系的思路，势以此思路浓发展网通 新的营销渠道。同时针辩由于网逯及其产品蠢懿知名度低、发展高质 邀的中间商为渠道成员肖一定难度的现实，本义还提出了“倒着做渠 邀”的燕略。 第西章的内容包括爨体的对策黻及嚼逶未采的营销渠道模式。 关键词：IP,网络电话，成熟的新产品，营销渠道，关系营销，竞 争力。 ABSTRACT The formal China Tetecom disintegrated along with China Unicorn’S marching into Chinese telecommunication market and then the market’S monopoly was gradually broken up．On August 6“，1 999 a new alternation happened in telecommunication management market of C毯n酽——氆e CNC(China Network Communication Limited Company，CNC for short)emerged，with IP phone as its first major business． In the past one—year and more，the CNC has built up an IP structure optical fiber network of more than 8000 km throughout the country and by November of this yeag more than 20 cities were covered．IP phone is also called network phone，which is a replacement of traditional long distance call because it has an obvious price advantage and then represents the main tendency ofthe combination ofthe data and voice。Facing a great market demand and the potential of IP phone，it is very advantageous to enter into the telecom market as IP phone is at its start．But the problem is how to provide the consumers with produc转and service．This will involve the range of marketing and through analysis we’ve found at present the most urgent problem for CNC in the marketing’S 4P is the channel．Only when a consummate channel is set up could we promptly and conveniently supply the consumers with the service and get the profits； and only when a more rational and effective channel than our opponent is established could we obtain the advantages in the competition。But in fact there exist many problems in the establishment and this makes CNC not only h