关于移动分公司营销渠道建设与管理的探讨.doc

关于太原移动分公司营销渠道建设与管理的探讨 摘 要 营销渠道是一个制造商的产品流向消费者的渠道，作为联系生产者与消费者关系的市场营销渠道，好比是“产销鸿沟”上的一座桥梁，既承载着产品实体的配送与贮 存功能，也承载着信息流动、融资、促销、服务、分散风险等多种功能。因此，对营销渠道的建设和维护是非常重要的。而太原移动的现有营销渠道存在一些问题，如网点布局还不尽合理，服务还未真正深入等，为提高太原移动营销渠道应对竞的能力，迫切需要进一步加强营销渠道的建设和管理。 本文研究了国内外营销渠道的现状，并对此加以归纳总结，运用营销渠道的相关理论，全面分析了太原移动分公司营销渠道模式存在的一些问题。在此基础之，对太原移动通信分公司营销渠道的建设和管理分别进行了论述。提出了渠道建设的基本原则，并结合太原地区特点及太原移动主要渠道模式为自办厅、指定专营店、普通代理店、社区服务站和村级服务站等，通过矩阵分析法及典案例分析法，对太原移动营销渠道提出了优化规划布局方案，并对不同的营销渠道根据实际情况采取了相应的管理手段，建立渠道经营管理分析系统等渠道管理控制措施。 关键词：太原移动通信，营销渠道建设，营销渠道管理 ABSTRACT telecom operators have been widely recognized the importance of marketing channel construction and management to enterprises which has also become a hot topic .Facing to the rapidly changing markets and intensified competition ,as a carrier between products and consumers ,marketing channels has also being an important means and long-term strategy to enhance the enterprises抍ore competence .However,Tyuan mobile marketing channel exists some problems ,such as network layout is unreasonable and the service isn’t good enough etc., in order to improve Tyuan mobile marketing channel’ core competence , it is urgent needed to further strengthen the construction and management of marketing channels. Researching and analyzing the status of marketing channels abroad and home , this paper adopting the theory of marketing channels analyzed external environment and the existing problems in marketing channels model in Tyuan mobile company and so on . On this basis the construction and management of marketing channels in Tyuan mobile company were discussed . Firstly , the basic principles of channel construction was put forward , combining the characteristics of mountains in Tyuan and the main models of Tyuan mobile marketing channel which contained self-controlled hall , the designated specialty stores , general agent , community service stations , service stations and other village-level model , through the matrix analysis method and typical case study , the detailed planning o