题目江苏盐城电信公司营销渠道拓展项目的研究-research on the marketing channel expansion project of jiangsu yancheng telecom company.docxVIP

II II ABSTRACT As a mobile operator, Channel is one of the most important respects in customer contact in the whole operation system of telecommunications industry. Especially after the recombination of telecommunications industry and the issuing of 3G operating license, a situation of tripartite confrontation has been formed in China by the three full-service operators, which are China Telecom, China Mobile and China Unicom. The tripartite confrontation promotes the three operators to speed up building the way of full-service operation. In addition, the slimming down of price space and the homogenization of products and services leads the competition graduates from be price based to be value-chain based and marketing-network based. As a result, the operators should establish a full-service marketing channel system with rational distribution, rapid response, high loyalty, strong executive ability and fortissimo competitiveness, so as to withstand the market risks and keep a swift and sustained development. Based on the SWOT analysis of present telecom marketing channels, this paper describes the function classification, the planning and construction, and the channel collaborative marketing of the telecom marketing channel through research and practice. Also, this paper discuses how to re-draw up the function location of array of marketing channels in order to separate different kinds of customers and satisfy their different demands with the background of full-service marketing and the intense market competition. In the meantime, this paper expatiates how to facilitate customer segmentation and generate pointed marketing strategies by using CSS(Channel Collaborative Support System). Meanwhile, this paper perspectives how to take the preemptive opportunities in the full-service marketing by building an effective combination and coordination of the public subscribers’ channels (such as self-run channel, electronic channel and reselling channel) and the direct sellin