【中国电信分公司营销渠道问题及优化建议分析12000字（论文）】.docx

中国电信分公司营销渠道问题及完善对策研究

摘要

随着2009年初中国电信业重组方案的出台实施，中国电信业三足鼎立的全业务运营新格局初步形成，电信企业外部环境和内部条件都发生了深刻变化；电信业务发展明显呈现“信息服务需求多样化、行业竞争全方位、业务和客户全面性、服务的全程化”的新特点，业务运营机制面临新挑战。各运营商提供的业务差异不大，业务功能容易被替代，价格策略又容易被竞争对手模仿，营销渠道已经成为其保持优势的战略性资源。如何更好的适应“客户需求为中心的信息服务”持续发展需要，做好营销渠道的发展和服务工作已成为电信企业战略转型研究的重点。本文根据中国电信中山分公司营销渠道展开分析，首先提出营销渠道的定义及类型；进而分析了中山电信公司营销现状，其次分析了中山电信公司营销渠道的运营情况与存在的问题，最后提出解决中山电信公司营销渠道存在问题的对策。

关键词：电信企业；营销渠道；管理；创新

Abstract

Withtheimplementationoftheintroductionofthebeginningof2009Chinatelecomindustryrestructuringplan,theinitialformationofnewpatternofallbusinessoperationsofthethreepillarsofChinastelecomindustry,telecomenterpriseexternalenvironmentandinternalconditionshavetakenplaceintheprofoundchanges;obviousinformationservicedemanddiversity,competitionintheindustry,businessandcustomercomprehensive,servicetheentireprocess,thenewfeaturesinthedevelopmentoftelecommunicationbusiness,thebusinessoperationmechanismfacesnewchallenges.Eachoperatorprovidesbusinessdifferencesarenotlarge,easytoreplacethebusinessfunction,pricestrategyandeasytobeimitatedbycompetitors,marketingchannelshavebecomethestrategicresourcestomaintainitsadvantages.Howtobetteradapttothecustomerdemandasthecenterofinformationservicessustaineddevelopmentneeds,marketingchanneldevelopmentandserviceworkhas

becomethefocusofstrategictransformationoftelecomenterprises.Inthispaper,accordingtoChinaTelecomZhongshanpointscompanymarketingchannelsanalysis,firstofall,thedefinitionandthetypeofmarketingchannel;andthenanalyzedtheZhongshantelecommarketingpresentsituation,followedbyanalysisoftheoperationconditionofZhongshantelecomcompanymarketingchannelandtheexistingproblems.Finally,itputsforwardZhongshanTelecomCompanymarketingchanneldecisionproblemssolution.

Keywords:telecomenter