上海电信营销服务渠道建设策略.docVIP

上海交通大学 硕士学位论文 上海电信营销服务渠道建设策略 姓名：顾瑾 申请学位级别：硕士 专业：工商管理 指导教师：周颖 THE REGULATING STRATEGY OF SALES AND SERVICE CHANNEL OF SHANGHAI TELECOM ABSTRACT The monopoly on telecommunication broke in the end of 20th century. Accordingly，the market competition situation is growing tougher from product to price, from technology to channel between six Internet Service Providers. The sales and service channel, as a significant part in the system from sales to service, has been the focus of regulating core competitiveness in Internet Service Providers. This thesis analyzed the background and circumstance of the sales and service channel in Shanghai Telecom first, reviewing the institutional reform in telecommunication industry and evolutionary course in channels, to discuss the situation of channel construction of major Internet Service Providers in communication industry. On that basis, this thesis looking back on the development history in Shanghai Telecom’s regulating sales and service channel, to find the major problems during operation. Also making constructive suggestion in regulating channels considering the strategy of Shanghai Telecom. By means of research, this thesis proposes Shanghai Telecom’s regulating strategy of sales and service channel is still the key factor to make up the core competitiveness of a company. Among direct channel, physical sales channel, E-channel and social channel, the integration of four channels PDF created with pdfFactory Pro trial version must be the foundation, the definition and optimization must be the focal point, the own channels (especially emphasis the effect of direct channel to meet the widely differential demand) must be the roadmap of channel construction. Another institutional reform in telecommunication industry will be formally regulated in 2008. Until that time, the homogeneous competition landscape between three Internet Service Providers after full-service being available will