中国移动的营销渠道模式研究.docxVIP

中国移动的营销渠道模式研究The Marketing Channel Model of ChinaMobile Communication Corporation院系：邮政通信管理系专业：市场营销姓 名：贾崇泽学 好：30801061119指导教师：张俊娟老师二零一零年十二月中文摘要本文简要介绍了中国移动通信集团公司的发展历程、企业理念体系、业务发展现状和品牌格局。本文从中国移动所面临的外部发展环境和竞争环境入手，研究分析了中国移动的营销渠道现状和存在的问题，以及中国移动整合渠道的必要性和迫切性。本文重点研究了移动通信业务特性、用户购买行为、客户品牌架构、企业自身资源等因素对渠道设计的影响，对中国移动的营销渠道整合策略提出建议。建议中国移动应建立“立体化的混合营销渠道体系”，加强可控性强的渠道业态的建设，尤其是自办实体渠道的建设，提高渠道执行力；合理配比各类渠道的功能和规模；大力完善呼叫中心、网站等电子渠道的营销和销售职能，来分流实体渠道的业务压力，向客户提供更为便捷的服务；为不同的目标客户群提供差异化的服务。关键字：中国移动，营销渠道，模式AbstractThe paper concisely introduced the development history,corporate conceptsystem,services portfolio and brand structure of Chinamobile CommunicationCorpration.The paper analyzed the outside development environments and competitionsituation,From the analysis of the company’s current marketing channel system andexisting weaknesses,the paper let us know the necessities of reenginerring marketingchannel of Chinamobile.The paper mainly researched how the channel designning influenced by factorssuch as service characteristic,customer purchase behaviors,customer brand structureand corporation resourse.At last the paper gave several suggestions for Chinamobileto reenginer the marketing channel system.The paper suggest Chinamobile shouldbuild a“mixed marketing channel system”to satisfy the differential demands of targetcustomers.Key words:Chinamobile,Marketing channel, Model目录1前言.........................................................................................................................12公司概况..................................................................................................................12.1中国移动的发展历程.........................................................................................12.2中国移动的企业理念体系.................................................................................22.3中国移动业务发展现状分析.............................................................................22.3.1业务简介.....................................................................................