东莞移动社会分销渠道管理研究-工商管理专业论文.docxVIP

摘 要 随着 2008 年中国电信行业重组的启动，全业务运营时代姗姗来迟，社会分销 渠道的竞争日趋激烈。在新的市场形势下，如何掌控营销渠道的主动权，适应全业 务运营时代的竞争形势，成为东莞移动面临的重要课题。 本文首先采用调研、访谈和定性定量相结合的研究方法，从公司概况、分销渠 道发展历史入手，对连锁渠道与个体渠道的基本情况、市场形势进行了较为深入的 分析。然后，提出目前东莞移动社会分销渠道管理存在的五个方面的问题，即：社 会分销渠道策略设计滞后、管理控制过程存在纽带松散、表面化执行与大网点控制 力弱等现象、渠道经理队伍建设出现指标化倾向、数据业务与终端发展注重数据弱 支撑、渠道服务还未成为管理重心。在此基础上，对东莞移动社会分销渠道的总体 思路、区域间对比以及不同市场分销渠道管理等问题进行了深入探讨。最后，针对 东莞移动社会分销渠道管理面临的问题，从渠道策略设计、渠道管理机制、人员与 考核体系、数据业务与终端销售、渠道服务等五个方面提出了相应的建议。具体包 括：（1）明确定位与跨界面资源整合的策略设计；（2）从连锁、排他、平衡发展三 个方面健全渠道管理机制；（3）优化渠道经理队伍及其考核体系；（4）从长远发展 角度推动数据业务与终端销售；（5）从优化投诉处理、科学改良促销与提升渠道精 准支撑提升渠道服务。 关键词：电信行业 社会分销渠道 全业务运营 管理提升  Abstract The period of communication operation is started with the reorganization of the telecommunications industry in 2008. The competition among social distribution channel becomes increasingly fierce. In the new market situation, how can communication operations adapt to the times of the competitive situation and control the marketing channels initiatively, become an important issue. This paper uses research, interviews, and a combination of qualitative and quantitative research methods. The thesis is analyzed from the company profile, history of distribution channel to start, and outlined the chain channel and the basic situation of the individual channel on the market for a more in-depth analysis. On this basis, the research is currently proposed the five aspects of social distribution channel management in Dongguan mobile, including the lag of strategy design of social distribution channel, the part of vulnerability exists in management control process, the target-trend of channel manager team construction, the weak link of data services and terminal sales and the channel service to be improved. Based on in-depth research on distribution channel, Dongguan mobile social management is analyzed, including the whole idea, six regional comparison and the management of distribution channel in different markets.At last, after this study, for the problem which Dongguan mobile social di