电信运营商营销渠道模式创新与应用研究

湖南大学硕士学位论文电信运营商营销渠道模式创新与应用研究姓名：黄英申请学位级别：硕士专业：企业管理指导教师：陈收20061008II——IIIAbstractTakingthemarketmarketingtheoryandmethodastheinstruction,andtelecommunicationoperationbusinessasresearchobject,thisarticleanalysestheconnotation,thecharacteristic,thefunction,theflow,thestructure,thedeterminingfactor,andevolutionofmarketingchannel.Accordingtothetelecommunicationmarketcharacteristic,thetelecommunicationindustrydevelopmentcondition,thearticlehasfurtheranalyzeddevelopmentandcharacteristicofmarketingchannelforthetelecommunicationoperationbusiness.Thegoalhasbeenpointedoutwhichtelecommunicationoperationbusinesscarriesonthechanneldesign,istogaincompetitiveadvantagethroughthemarketingchannelstrategy.Basedontheaboveanalysis,microscopicandthemacroscopicrootofthemarketingchannelpatterninnovationhadbeenanalyzedwhichthetelecommunicationoperationbusinesscarryon.Atthesametime,themarketingchannelpatterninnovationinnerdynamicsandtheexternalconditionhadbeenanalyzed.Combinedcurrentmarketingchannelpattern,hadbeenanalyzedthekeyteachesofchannelpatterninnovationfortelecommunicationoperationbusinessandthemainstrategytoimprovementmarketingchannel.Finallythearticlehasdiscussedthemarketingchannelinnovationpatterninthetelecommunicationoperationbusinesspracticalapplicationquestion.InThispartaccordingtoconcreteenterpriseHunanUnicom,significanceofdirectsalepatternconstructionwasanalyzedfortelecommunicationoperationbusiness.AndaccordingtoHunanUnicom’scharacteristic,thenecessityandthefeasibilityofconstructingdirectsalechannelpatternwasanalyzedintheHunanassociation,aswellasthequestionexistingintheconstructiondirectsalechannelpattern.Basedontheabove-mentioned,Articledirectsalechannelconstructionhadbeenelaboratedfromthedesignandtheadjustmentaspectandsoontodirectsalechannel.Atthesametime,thispaperhadanalyzedHowtoconstructthedirectsalechannelmanagementsystemforHunanUnicomfromsixaspects:organizemanagement,teammanagementfromandsoon.Atlast,thispaperhasappraisalleditsdirectsalechannel.Keywords:Marketing;MarketingChannel;DirectSaleChannel;TelecommunicationOperationBusiness;VI2.12001-2005...........................................................92.2..................................................................................162.3..........................................................................................172.4......................................................................................182.5...............................................................192.6..............................................................................263.1..................................................................................313.22001-2005..................................343.32005..........................................................343.41999-2005ARPU..............353.51999-2005..................354.1.......................................................................624.2..................................................................................................684.3..................................................................................704.4.......................................................................854.52001-2006.................................................................864.6................................................874.720061-6...............................................................874.820061-5.......................................................874.92001-2005.....................884.102001-2005...................................894.1120061-5.....................................................894.1220061-5.............................................................904.1320061-5.................................................904.142001-2005.......................................914.1520061-5.........................................92VII2.1...................................................................92.2.................................................................102.3.................................................................112.4..............................................112.5.............................................................122.6.........................................................132.7..................................................................................152.8..............................................................................243.1...........................................................................313.219912000..........................................334.12006....................584.2...........................................................594.3...................................................................644.420067......................................................734.520065...............................................734.6..........................................................................................744.7...................................................................................