中国移动的营销渠道模式研究

中国移动的营销渠道模式研究TheMarketingChannelModelofChinaMobileCommunicationCorporation院系：邮政通信管理系专业：市场营销姓名：贾崇泽学好：30801061119指导教师：张俊娟老师二零一零年十二月中文摘要本文简要介绍了中国移动通信集团公司的发展历程、企业理念体系、业务发展现状和品牌格局。本文从中国移动所面临的外部发展环境和竞争环境入手，研究分析了中国移动的营销渠道现状和存在的问题，以及中国移动整合渠道的必要性和迫切性。本文重点研究了移动通信业务特性、用户购买行为、客户品牌架构、企业自身资源等因素对渠道设计的影响，对中国移动的营销渠道整合策略提出建议。建议中国移动应建立“立体化的混合营销渠道体系”，加强可控性强的渠道业态的建设，尤其是自办实体渠道的建设，提高渠道执行力；合理配比各类渠道的功能和规模；大力完善呼叫中心、网站等电子渠道的营销和销售职能，来分流实体渠道的业务压力，向客户提供更为便捷的服务；为不同的目标客户群提供差异化的服务。关键字：中国移动，营销渠道，模式AbstractThepaperconciselyintroducedthedevelopmenthistory,corporateconceptsystem,servicesportfolioandbrandstructureofChinamobileCommunicationCorpration.Thepaperanalyzedtheoutsidedevelopmentenvironmentsandcompetitionsituation,Fromtheanalysisofthecompany’scurrentmarketingchannelsystemandexistingweaknesses,thepaperletusknowthenecessitiesofreenginerringmarketingchannelofChinamobile.Thepapermainlyresearchedhowthechanneldesignninginfluencedbyfactorssuchasservicecharacteristic,customerpurchasebehaviors,customerbrandstructureandcorporationresourse.AtlastthepapergaveseveralsuggestionsforChinamobiletoreenginerthemarketingchannelsystem.ThepapersuggestChinamobileshouldbuilda“mixedmarketingchannelsystem”tosatisfythedifferentialdemandsoftargetcustomers.Keywords:Chinamobile,Marketingchannel,Model目录1前言.........................................................................................................................12公司概况..................................................................................................................12.1中国移动的发展历程.........................................................................................12.2中国移动的企业理念体系.................................................................................22.3中国移动业务发展现状分析.............................................................................22.3.1业务简介.....................................................................................................22.3.2品牌简介.....................................................................................................33中国移动的发展环境分析........................................................................................43.1外部环境分析——PEST分析...........................................................................43.1.1政治环境.....................................................................................................43.1.2经济环境.....................................................................................................63.1.3社会环境.....................................................................................................63.1.4技术环境.....................................................................................................73.2行业竞争分析——波特五力模型......................................................................83.2.1现有竞争对手的分析..................................................................................83.2.2潜在竞争者分析.........................................................................................93.2.3替代品的分析...........................................................................................103.2.4用户的讨价还价能力分析........................................................................113.2.5供应商的讨价还价能力分析.....................................................................113.3中国移动的发展环境评估..............................................................................124移动通信服务的渠道模式及分析..........................................................................124.1移动通信服务营销渠道的含义及功能............................................................124.1.1含义..........................................................................................................134.1.2功能..........................................................................................................134.2移动通信服务的渠道模式及分析....................................................................144.2.1渠道模式类型...........................................................................................144.2.2渠道模式分析...........................................................................................145中国移动的渠道现状及整合的必要性...................................................................155.1渠道现状及存在的问题...................................................................................155.2渠道整合的必要性..........................................................................................166中国移动的营销渠道建设策略..............................................................................186.1渠道设计原则..................................................................................................186.2产品（服务）特性对渠道设计的影响............................................................196.3客户购买行为对渠道设计的影响....................................................................206.4品牌对渠道设计的影响...................................................................................206.5企业因素对渠道设计的影响...........................................................................216.6渠道体系整体框架..........................................................................................226.7各种渠道模式的定位及功能................