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当前位置:首页 > 商业/管理/HR > 市场营销 > 移动通信运营商营销渠道现状及策略研究
移动通信运营商营销渠道策略研究——以中国联通为例摘要随着电信业的重组,中国移动、中国联通、中国电信成为国内三大移动通信运营商,在获得3G牌照后竞争更加激烈。本文从3G时代与2G时代产业链的不同入手,阐明移动通信运营商在3G产业链中作为平台的角色功能的转变,突出3G时代由单向的业务销售转变为双向的业务服务,从而论述营销渠道建设对于移动通信运营商发挥平台作用的重要性,在3G时代对移动通信运营商的营销渠道提出了新的要求,为了分析移动通信运营商营销渠道的现状,以标准最成熟的中国联通为例,并且对国内外其他主导移动通信运营商进行对比分析,总结现存营销渠道存在的制约3G发展的问题,最终从产业链集成、渠道协同及客户接触点的细节管理的角度对移动通信运营商开展3G业务的营销渠道建设提出具体的建议。关键字:移动通信运营商;3G;渠道策略;产业链集成;终端服务AStudyOnTheMarketingChannel'sStrategiesofTheTelecommunicationOperator--TakeChinaUnicomAsExampleAbstractAlongwiththetelecommunicationsindustryreorganization,ChinaMobile,ChinaUnicomandChinaTelecomturnintothedomesticthreebiggesttelecommunicationoperators,thecompetesamongthemismoreintenseafterobtaining3Gthelicenseplate.Thisarticlestartswiththeindustrychain'sdifferentbetween3Gtimeand2Gtime,expoundedthattherolefunctiontransformationofthetelecommunicationoperatorthatplaysthepartoftheplatforminthe3Gindustrychain,itsticksoutthatin3Gtimetheworklaystressonthebidirectionalservesratherthantheunidirectionalsale,thustreatisingtheimportanceofthemarketingchannelconstructiontohelpthetelecommunicationoperatorplaytheplatformrole,accordingtoChinaUnicomtoanalyzethemarketingchannel'spresentsituationoftelecommunicationoperator,summarizingthequestionsofextantmarketingchannelthatrestrictthedevelopmentof3G,makingsuggestionstohelpthetelecommunicationoperatorconstructthemarketingchannelfromtheangleofindustrychainintegrates,channelcoordinationandtheterminalservice.Keywords:Thetelecommunicationoperator,3G,marketingchannel,industrychainintegrates,theterminalservice目录1引言.........................................................................................................12移动通信运营商营销渠道相关理论概述............................................22.13G时代的变化...................................................................................................................22.2移动通信运营商在3G产业链中的角色功能..................................................................42.3移动通信运营商营销渠道的定义及构成.........................................................................52.3.1移动通信运营商营销渠道的定义..........................................................................52.3.2移动通信运营商营销渠道的构成..........................................................................62.4移动通信运营商营销渠道的重要性.................................................................................72.53G时代对营销渠道提出的新要求...................................................................................83移动通信运营商营销渠道现状分析——以中国联通为例..............103.1中国联通概况...................................................................................................................103.2中国联通业务销售渠道建设现状...................................................................................113.2.1客户经理渠道.......................................................................................................113.2.2自营实体渠道.......................................................................................................123.2.3社会渠道...............................................................................................................133.2.4电子渠道...............................................................................................................143.3中国联通增值合作渠道建设现状..................................................................................153.3.1终端厂商合作渠道................................................................................................153.3.2CP、SP合作渠道..............................................................................................173.3.3与其他领域成员渠道联合...................................................................................183.4以中国联通总结移动通信运营商营销渠道存在的问题..............................................193.4.12G渠道缺乏3G营销能力...................................................................................193.4.2渠道冲突明显........................................................................................................213.4.3渠道控制力不足,缺乏渠道忠诚.......................................................................223.4.4渠道服务不一致....................................................................................................234关于移动通信运营商营销渠道建设的建议......................................244.1移动通信运营商营销渠道模式选择原则.......................................................................244.2移动通信运营商营销渠道建设策略...............................................................................254.2.1渠道集成,与CP、SP联合制胜.........................................................................254.2.2产品/服务与渠道匹配,进行渠道协同..............................................................274.2.3做好客户接触点的细节管理................................................................................295结语.......................................................................................................31参考文献...................................................................................................32致谢.......................................................................................................33移动通信运营商营销渠道策略研究——以中国联通为例11引言全球3G近年来快速成长,截至2009年10月,全球86个国家和地区发放了超过250张有效的3G牌照,主流为WCDM
本文标题:移动通信运营商营销渠道现状及策略研究
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