【摘要】：信息化社會(huì)的到來(lái),人們?cè)谕ㄐ欧矫娴男枨笤絹?lái)越高,越來(lái)越廣。用戶從簡(jiǎn)單的通訊需求向移動(dòng)互聯(lián)網(wǎng)需求轉(zhuǎn)變,特別是針對(duì)高速上網(wǎng)的需求；終端由普通2G向3G及4G智能化轉(zhuǎn)變,終端互聯(lián)網(wǎng)功能的加強(qiáng)及種類的增多,拓寬了用戶的消費(fèi)范圍；提供的服務(wù)由單一的通訊向成為從事各種工作一種載體的轉(zhuǎn)變；數(shù)據(jù)業(yè)務(wù)的發(fā)展帶動(dòng)行業(yè)集團(tuán)用戶單一的通訊產(chǎn)品需求向深度融合行業(yè)化的轉(zhuǎn)變；通訊終端成為人們了解世界的重要信息來(lái)源及從事各項(xiàng)工作的重要工具。這些轉(zhuǎn)變都要求通信運(yùn)營(yíng)商在經(jīng)營(yíng)上必須轉(zhuǎn)型,由通信服務(wù)提供商向信息服務(wù)提供商轉(zhuǎn)型。 渠道作為通信運(yùn)營(yíng)商營(yíng)銷的主要環(huán)節(jié),已經(jīng)越來(lái)越受到運(yùn)營(yíng)商的重視,目前渠道逐步走向多元化,精細(xì)化,渠道已經(jīng)成為運(yùn)營(yíng)商競(jìng)爭(zhēng)的主要焦點(diǎn),如何通過有效的管理來(lái)掌控渠道的良性發(fā)展是目前運(yùn)營(yíng)商的主要工作,本文以目前我國(guó)北方市場(chǎng)運(yùn)營(yíng)商具有代表性的中國(guó)聯(lián)通呼和浩特分公司的營(yíng)銷渠道為研究目標(biāo),對(duì)中國(guó)聯(lián)通北方市場(chǎng)渠道共性問題運(yùn)用博弈論理論,全面、科學(xué)的對(duì)通信行業(yè)運(yùn)營(yíng)商的渠道沖突進(jìn)行研究,通過理論結(jié)合實(shí)際,對(duì)運(yùn)營(yíng)商的渠道沖突的起因,渠道沖突的管理、渠道沖突的解決等進(jìn)行了全面系統(tǒng)深入的分析,并以此為基礎(chǔ)構(gòu)建渠道沖突控制合作聯(lián)盟,它不但可以有效控制渠道沖突的產(chǎn)生,還可以為渠道成員以及整個(gè)渠道系統(tǒng)帶來(lái)較高的收益,保證渠道的有效運(yùn)營(yíng)。本文首先通過分析國(guó)內(nèi)外學(xué)者研究成果,對(duì)合作聯(lián)盟的內(nèi)涵給予了界定；然后通過對(duì)運(yùn)營(yíng)商渠道類型的分析,結(jié)合構(gòu)建合作聯(lián)盟的各項(xiàng)基本條件與三種渠道沖突的類型,從有效控制渠道沖突的角度出發(fā)構(gòu)建三種合作聯(lián)盟模型,即共享型合作聯(lián)盟、集中型合作聯(lián)盟、互補(bǔ)型合作聯(lián)盟；接著基于以上三種渠道沖突控制合作聯(lián)盟組建相互競(jìng)爭(zhēng)渠道成員合作聯(lián)盟樹,全面的、系統(tǒng)的控制渠道沖突的發(fā)生；最后通過對(duì)三種渠道合作聯(lián)盟的管理來(lái)達(dá)到合作聯(lián)盟的有效運(yùn)行。
[Abstract]:With the arrival of information society, the demand of communication becomes higher and wider. Users change from simple communication requirements to mobile Internet needs, especially for high-speed Internet access; The terminal has changed from 2G to 3G and 4G intelligentized, the function of terminal Internet has been strengthened and the variety of terminal has been increased, the range of consumer consumption has been widened, the service provided has changed from single communication to becoming a carrier for all kinds of work. With the development of data service, the single communication product demand of the users of the industry group has changed to the deep integration industry, and the communication terminal has become an important source of information and an important tool for people to understand the world and engage in all kinds of work. These changes require operators to transform their operations, from communication service providers to information service providers. As the main link of the communication operator's marketing, the channel has been paid more and more attention by the operator. At present, the channel is gradually diversified and refined, and the channel has become the main focus of the operator's competition. How to control the benign development of channels through effective management is the main work of the operators at present. This paper aims at the marketing channel of Hohhot Branch of China Unicom, which is representative of the operators in the northern market of China. Using game theory to study the channel conflict of telecom operators in China Unicom's northern market, and combining the theory with practice, the cause of channel conflict and the management of channel conflict are discussed. The resolution of channel conflict is analyzed comprehensively and systematically, and the cooperative alliance of channel conflict control is constructed on the basis of it, which not only can effectively control the emergence of channel conflict, It can also bring higher revenue to the channel members and the whole channel system to ensure the effective operation of the channel. Firstly, by analyzing the research results of scholars at home and abroad, this paper defines the connotation of cooperative alliance. Then, by analyzing the channel types of operators, combining with the basic conditions of constructing cooperative alliance and the types of three channel conflicts, this paper constructs three kinds of cooperative alliance model from the perspective of effective channel conflict control, that is, shared cooperative alliance. Collective cooperation alliance, complementary cooperation alliance; Then based on the above three kinds of channel conflict control cooperation alliance to form a competing channel members cooperative alliance tree, comprehensive, systematic control channel conflicts; Finally, through the management of the three channels of cooperation alliance to achieve the effective operation of the alliance.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F626

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