全业务运营时代江苏移动渠道策略研究

-1-摘要随着电信市场的重组，在运营商构成方面，我国电信市场进入了一个以中国移动、中国联通和中国电信“三足鼎立”的竞争时代，在业务构成方面，我国电信行业进入了一个以语音、数据和视频等全业务运营的时代。传统的单纯依靠价格和产品差异策略的竞争手段已不能适应市场竞争的需要，运营商之间的竞争逐渐转移到品牌形象、客户服务和营销渠道等方面。特别是在全业务运营逐渐成为主流业务模式的时代，通信服务运营商都能提供移动、固定和数据等方面的业务，其在营销渠道方面的争夺日益激烈，“得渠道者得天下”已成为电信行业竞争的真实写照。因此，建立一套布局科学合理、反应灵活迅速、执行力高的全业务营销渠道体系，已成为各个电信运营商在市场竞争中得以生存和发展壮大的必然选择。本文在全业务运营的背景下，首先，分析了当前电信营销渠道的内涵和基本理论，然后，从渠道建设外部环境、建设现状和存在的问题等三个角度，全面分析了江苏移动渠道发展现状，特别是其在重点市场渠道、电子渠道、自办渠道和合作渠道等方面存在的问题。在此基础上，借鉴中国的联通和电信、英国的Vodafone、法国的Orange和日本的NTTDoCoMo等电信运营商的营销渠道策略经验，总结提出了全业务运营时代江苏移动渠道规划的总体思路和主要对策。在此基础上，提出了完善家庭、农村和集团等重点市场的渠道具体策略，及优化电子渠道功能建设、强化自办渠道运营效益、完善社会合作渠道管理和深化增值渠道合作等策略建议。关键词:营销渠道电信江苏移动渠道策略-2-AbstractWiththerestructuringofthetelecommunicationsmarket,asthecompositionoftheoperators,China'stelecommarkethasenteredathreepillarscompetitionofChinaMobile,ChinaUnicomandChinaTelecom.ThecompositionoftheChina'stelecommunicationsindustryhasenteredafull-serviceoperationeraofvoice,data,videoandother.Relyingsolelyontraditionalpricecompetitionandproductdifferentiationstrategycannotmeettheneedsofmarketcompetition.Competitionbetweenoperatorsisgoingtoshifttobrandimage,customerserviceandmarketingchannelsandsoon.Especiallyinthetimesthatfull-servicebusinessmodelhasbecomingthemainstream,communicationserviceproviderscanprovidemobile,fixedanddataaspectsofthebusiness.Thecompetitionofmarketingchannelshasfierceincreasingly.Whogotthechannelwillwinhasbecomeatrueportrayalofcompetitioninthetelecommunicationsindustry.Therefore,theestablishmentofscientificandrationallayout,flexibleandrapidresponse,highexecutionsystem,andfull-servicemarketingchannels,hasbecomethecarriersinthecompetitionandthechoiceofgrowthandsurvivetheinevitable.Thisreportisinthecontextoffull-serviceoperations.Firstly,Ianalysisthecurrentmarketingchannelsoftelecommunicationsandthebasictheoryofmarketingchannels.Secondly,Idiscusstheconstructionfromthreeanglesofexternalenvironment,currentdevelopmentandproblemsinJiangsumobilechannel,especiallyinthekeymarketchannels,electronicchannels,self-ownedchannelsandcooperativechannels.Onthisbasis,learningfromChinaUnicomandTelecom,theUK'sVodafone,OrangeofFranceandJapan'sNTTDoCoMoandothercarriersofthemarketingchannelexperiences,Isumupthemobilechannelandthemainplanningcountermeasureoffull-serviceoperationerainJiangsu.Then,Iproposethespecificstrategiescoveringfamily,groupandruralareas.AndIrecommendthestrategiesofoptimizingelectronicchannelsfunction,strengtheningoperationalefficiencyofself-ownedchannel,improvingthesocialvalueofco-channelmanagementanddeepeningthecooperation.Keywords:marketingchannels,telecommunication,JiangsuMobile,ChannelStrategy-3-目录摘要......................................................................................................................................-1-Abstract..............................................................................................................................-2-目录......................................................................................................................................-3-第一章绪论................................................................................................................................-5-1.1研究背景与意义...........................................................................................................-5-1.1.1研究背景..........................................................................................................-5-1.1.2研究意义..........................................................................................................-5-1.2国内外研究综述...........................................................................................................-6-1.2.1国外营销渠道研究综述...................................................................................-6-1.2.2国内营销渠道研究综述...................................................................................-8-1.3研究内容与方法.........................................................................................................-11-第二章电信营销渠道的理论分析..........................................................................................-13-2.1市场营销基础理论.....................................................................................................-13-2.1.1市场营销职能................................................................................................-13-2.1.2市场营销策略................................................................................................-14-2.1.3市场营销种类................................................................................................-15-2.2电信营销渠道的内涵分析.........................................................................................-15-2.2.1电信营销渠道的概念界定............................................................................-15-2.2.2电信营销渠道的构成....................................................................................-16-2.2.3电信营销渠道的功能....................................................................................-17-2.3营销渠道策略的理论指导.................................................................................