东莞移动数据业务营销渠道的研究-工商管理专业论文.docxVIP

摘 要 经过十多年的发展，移动通信数据业务已经成为电信行业传统的语音业务之外 的第二条增长生命线。目前业界及电信行业对于移动通信数据业务产品的分析研究 主要集中于商业模式和客户需求产品化两个方面，对于数据业务产品的营销渠道研 究则较少涉及。 本文通过对数据业务的营销渠道分析和渠道营销效能的研究，从各种实证案例 中挖掘、归纳数据业务营销渠道的特点和效能情况，并基于数据业务产品的营销需 求以及市场的变化情况，找出东莞移动数据业务营销渠道存在的问题，并从营销渠 道的现状问题出发，通过电子化渠道和实体渠道两个类型渠道的基本运营情况分析 以及数据业务营销研究分析，以案例分析、专题调研等实证研究方式，分析数据业 务营销渠道的业务营销效能情况，从中寻求数据业务营销渠道的营销效能改善和提 升的方向。另外，在实体渠道的研究过程中，引入社会网点渠道价值链的深度研究 分析，从实体社会网点渠道的价值链运营结构、价值传递特点、运作关键因素及运 作效能提升等因素的研究分析入手，寻求实体社会网点渠道营销效能提升的各种影 响因素并得出该渠道的营销效能优化方向。最终，本文以数据业务的产品内涵、营 销需求和各类营销渠道的特点为基础，统合电子渠道和实体社会渠道两个层面营销 渠道的效能分析和研究，提出本地化的数据业务营销渠道的优化策略，从而推动东 莞移动的数据业务营销渠道趋于更高效和更完善，推动数据业务产品的销售由经验 型、粗放型的模式向精细型、渠道化营销转变。 关键词：通信行业 数据业务 营销渠道  Abstract In the field of Mobile Communication industry, after over 10 years of development, Data Services have become to be a second growing lifeline besides traditional Voice Service. China Mobile Group Dongguan Branch is the fifth Telecom Carrier whose clients has already exceeded 10 million and whose core revenue is gradually turning to Data Services from Voice Service. At the end of 2010, the 27% revenue of China Mobile Group Dongguan Branch is created by Data Services, which has become to be an important backbone of revenue and profit. However, in the field of Communication industry, the research of Data Services in the field of Mobile Communication industry mostly focus on the business mode and commoditization of clients’ demond, but less refer to its marketing channel. The development of Mobile Data Services basically has depended on the client’s demond, however, its marketing still settle on the step of ‘meet plot with plot’ and its construction of overall marketing channel is based on the development of its controllable resource, so the overall marketing channel is less efficient. But the marketing channel of Data Services should not only consider the trait of product, but also sufficiently consider the client’s demond and behavior mode and sufficiently combine to the trait of its own resource, then finally produce efficient