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  本文選題：營銷渠道　切入點：渠道運營　出處：《廈門大學》2013年碩士論文

【摘要】：自行業(yè)重組以來,中國移動、中國電信、中國聯(lián)通三大運營商的全業(yè)務競爭日趨激烈。在營銷體系中,三家運營商各出奇謀,競爭的關鍵點則主要集中反映于營銷渠道的建設和運營上,都力爭把渠道做廣、做深、做精。在這種格局之下,中國移動面臨著空前的機遇和挑戰(zhàn),如何進一步提升渠道的運營管理能力是當務之急,亦是重中之重。 結(jié)合筆者在中國移動泉州分公司工作實踐及實際,本文通過對泉州移動營銷渠道存在問題的分析研究,應用渠道管理理論評價和衡量這些問題,然后從中找出適應泉州移動企業(yè)特點、市場特點的解決方案。 論文主要采取資料分析、實地調(diào)查、深度訪談等方法,理論聯(lián)系實際,將營銷渠道和渠道設計的基本思想應用于泉州移動的營銷渠道現(xiàn)存問題的分析和對策研究中,在行業(yè)理論應用方面有一定的創(chuàng)新。
[Abstract]:Since the restructuring of the industry, the three major operators of China Mobile, China Telecom and China Unicom have become increasingly competitive in their entire business. In the marketing system, each of the three operators has come up with strange ideas. The key points of competition are mainly reflected in the construction and operation of marketing channels. They all strive to expand, deepen, and refine the channels. Under this situation, China Mobile is facing unprecedented opportunities and challenges. How to further enhance the channel's operational management capacity is an urgent matter, but also a top priority. Combined with the practice and practice of the author in Quanzhou Branch of China Mobile, this paper analyzes and studies the existing problems in Quanzhou Mobile Marketing Channel, evaluates and measures these problems by applying the theory of channel management. Then to find out the characteristics of Quanzhou mobile enterprise, market characteristics of the solution. The paper mainly adopts the methods of data analysis, field investigation, in-depth interview, combining theory with practice, and applies the basic idea of marketing channel and channel design to the analysis and countermeasure research of the existing problems of the marketing channel of Quanzhou Mobile. There are some innovations in the application of industry theory.
【學位授予單位】：廈門大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F626

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相關期刊論文 前1條

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本文編號：1683939