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东北财经大学本科毕业论文 关于提升电信渠道营销能力的探讨 作 者： 钱智武 院 系： 专 业： 工商管理 年 级： 2004年 学 号： 041070182　 指导老师： 张柯军 答辩日期： 　2007-5-25　　　 成 绩： 内容提要 中国电信市场竞争已从产品竞争拓展到商业渠道模式的竞争，建立了四大营销渠道。并在渠道的具体运作中，中国电信总结前期渠道中的优劣情况，对营销渠道进行了重新组合与定位，确立了目前的四大销售渠道：实体渠道、电子渠道、社会代理渠道和直销渠道。前期中国电信在渠道结构、组织、设计、运营、绩效评估、渠道利益、冲突以及零售终端管理等方面努力构建与中国电信相适应的具有竞争优势的渠道模式。In the specific channel operations, based on its strengths and weaknesses from early periods, China Telecom has regrouped and repositioned its marketing channels and set up the present four sales channels: the physical channel, the electronic channel, the social agency channel and the direct-sale channel. At early stages, China Telecom still has problems in the following areas: channel structures, organization, design, operation, performance evaluation, channel interests, channel conflicts, end-retailer management and so on. In order to adapt to the direction of enterprise change and the change of market environment, China Telecom has adjusted and optimized its current channel modes. With the direct-sale channel as the main body, China Telecom has been perfecting the channel combination system, developing agents selectively, and constructing suitable competitive channel modes. Through channel optimization and integration, China Telecom utilizes inter-channel synthesis, creates targeted clients, extends deep marketing, constructs the client information system, practices precise marketing, strengthens marketing abilities, enhances managers’ business qualities, improves the success rate of marketing, and exerts the function of channel assessments in order to improve abilities of marketing channels. Keywords: Marketing Channels; Optimization; Ability; Telecommunication 目 录 一、整合优化电信营销渠道…………………………………………………………1-2 1、中国电信的渠道渠道建设成果…………………………………………………… 1 2、实体销售渠道融合与定位………………………………………………………… 1 3、电子销售渠道组合与定位………………………………………………………… 2 4、代理销售渠道组合与定位………………………