深圳移动分销管理体系优化分析-optimization analysis of shenzhen mobile distribution management system.docxVIP

- - II - 单一放号到手机销售和业务内容销售转变；加强电子渠道销售与服务 的引导，加强空中选号；以效益评估为基础，优化渠道结构。 关键词： 3G，分销策略，分销渠道，渠道一体化 - - I - STUDY ON THE IMPROVEMENT IN DISTRIBUTION MANAGEMENT SYSTEM FOR SHENZHEN MOBILE ABSTRACT With the rapid development of mobile communication industry and the issue of 3G license, the fierce competition is on a worldwide scale. Facing new challenge, three telecom operators in China cannot but research on new methods to adapt to the competition environment. They are both researching on strategies for technology, capital, manpower and marketing and operating pattern and trying to probe how to find a way to win in one new wheel market competition. This paper analyzes the advantages and weakness of Shenzhen mobile by SWOT method based on the relevant mobile distribution strategy. By using the internal data, the author makes statistical analysis on distribution channel for Shenzhen Mobile and obtains that the regional distribution imbalance of distribution channels in Shenzhen area which leads to inventory transshipment. It then resulted in low loyalty, low efficiency and weak control of social channels as well as the growing conflict between channels. The main reason for these phenomena is that the asynchrony between the channel planning and the market of Shenzhen Mobile. The author advances the corresponding countermeasures to solve these problems. Firstly, the channel management should be changed from size widen to effective control in order to strengthen channel planning; Secondly, to improve the loyalty of core social channels as well as achieve integrated operations channel; Thirdly, channel value of the transition to the telephone number from a single mobile phone sales to business content sales; Moreover, to strengthen sales and service of electronic channels; Finally, optimizing the channel structure based on assessments of the second generation efficiency model. KEY WORDS: 3G, distribution strategy, distribution channel, channel coordination - - II - 目 录 1 引言 - 1