移动通信运营商营销渠道现状及策略研究.docVIP

移动通信运营商营销渠道策略研究 ——以中国联通为例 摘 要 随着电信业的重组，中国移动、中国联通、中国电信成为国内三大移动通信运营商，在获得3G牌照后竞争更加激烈。本文从3G时代与2G时代产业链的不同入手，阐明移动通信运营商在3G产业链中作为平台的角色功能的转变，突出3G时代由单向的业务销售转变为双向的业务服务，从而论述营销渠道建设对于移动通信运营商发挥平台作用的重要性，在3G时代对移动通信运营商的营销渠道提出了新的要求，为了分析移动通信运营商营销渠道的现状，以标准最成熟的中国联通为例，并且对国内外其他主导移动通信运营商进行对比分析，总结现存营销渠道存在的制约3G发展的问题，最终从产业链集成、渠道协同及客户接触点的细节管理的角度对移动通信运营商开展3G业务的营销渠道建设提出具体的建议。 关键字： 移动通信运营商 ； 3G ；渠道策略 ；产业链集成 ；终端服务 A Study On The Marketing Channels Strategies of The Telecommunication Operator -- Take China Unicom As Example Abstract Along with the telecommunications industry reorganization, China Mobile,China Unicom and China Telecom turn into the domestic three biggest telecommunication operators, the competes among them is more intense after obtaining 3G the license plate.This article starts with the industry chains different between 3G time and 2G time, expounded that the role function transformation of the telecommunication operator that plays the part of the platform in the 3G industry chain, it sticks out that in 3G time the work lay stress on the bidirectional serves rather than the unidirectional sale , thus treatising the importance of the marketing channel construction to help the telecommunication operator play the platform role, according to China Unicom to analyze the marketing channels present situation of telecommunication operator, summarizing the questions of extant marketing channel that restrict the development of 3G, making suggestions to help the telecommunication operator construct the marketing channel from the angle of industry chain integrates,channel coordination and the terminal service. Key words: The telecommunication operator, 3G, marketing channel, industry chain integrates, the terminal service 目 录 1 引言 1 2 移动通信运营商营销渠道相关理论概述 2 2.1 3G时代的变化 2 2.2移动通信运营商在3G产业链中的角色功能 4 2.3移动通信运营商营销渠道的定义及构成 5 2.3.1移动通信运营商营销渠道的定义 5 2.3.2移动通信运营商营销渠道的构成 6 2.4移动通信运营商营销渠道的重要性 7 2.5 3G时代对营销渠道提出的新要求 8 3 移动通信运营商营销渠道现状分析——以中国联通为例 10 3.1中国联通概况 10 3.2中国联通业务销售渠道建设现状 11 3.2.1 客户经理渠道 11 3.2.2 自营实体