【摘要】：營銷渠道管理是企業(yè)的一項基礎(chǔ)管理工作,在企業(yè)的市場營銷組合中扮演著十分重要的角色,也是企業(yè)獲取長期競爭優(yōu)勢的戰(zhàn)略要素。最近幾年來,在整個電信行業(yè)發(fā)生的諸如電信運營商的重組、3G牌照的發(fā)放等巨大變革,進(jìn)一步推動了國內(nèi)三大電信運營商：中國移動、中國聯(lián)通、中國電信步入電信全業(yè)務(wù)競爭時代。舊的競爭格局已被徹底打破,新的競爭格局正在形成。電信運營商之間的競爭已逐步脫離單純的網(wǎng)絡(luò)技術(shù)競爭及價格競爭,而逐漸朝著渠道競爭和終端方面的競爭演變。營銷渠道作為產(chǎn)品銷售與客戶服務(wù)的重要環(huán)節(jié)成為電信運營商打造最新的核心競爭力所關(guān)注的重點。 本文在理論概述部分系統(tǒng)地闡述了營銷渠道的內(nèi)涵、功能和結(jié)構(gòu)。然后對盤錦電信市場的環(huán)境、PJ公司的概況以及營銷渠道管理方面存在的問題進(jìn)行了分析,從而提出了PJ公司營銷渠道的優(yōu)化設(shè)計和方案。在此原則的基礎(chǔ)上,對公司各類營銷渠道制定了進(jìn)一步的管理改進(jìn)措施,主要包括實體渠道中的自有渠道、社會渠道在人員選擇、激勵、考核、控制等方面營銷管理改進(jìn)措施。 本文以PJ公司為研究對象,對其營銷渠道管理及改進(jìn)策略進(jìn)行了深入的研究,對PJ公司進(jìn)一步增強渠道管理的能力,提高PJ公司的區(qū)域競爭力都具有指導(dǎo)意義,相信對其他城市的移動通信企業(yè)也具有一定的借鑒意義。
[Abstract]:Marketing channel management is a basic management work of enterprises, which plays a very important role in the marketing mix of enterprises, and is also a strategic factor for enterprises to obtain long-term competitive advantage. In recent years, huge changes have taken place in the entire telecommunications industry, such as the reorganization of telecom operators and the issuance of 3G licences, which have further promoted the three major domestic telecom operators: China Mobile, China Unicom, China Telecom has stepped into the era of full service competition. The old competition pattern has been completely broken, and the new competition pattern is forming. The competition among telecom operators has gradually deviated from the pure network technology competition and price competition, and gradually evolved towards the channel competition and terminal competition. As an important link of product sales and customer service, marketing channel has become the focus of telecom operators to create the latest core competitiveness. This paper systematically expounds the connotation, function and structure of marketing channel. Then, the paper analyzes the environment of Panjin telecom market, the general situation of PJ Company and the problems in marketing channel management, and puts forward the optimization design and scheme of marketing channel of PJ Company. On the basis of this principle, the author formulates further management improvement measures for all kinds of marketing channels of the company, mainly including the own channel in the entity channel, the social channel in the personnel selection, the encouragement, the examination, the control and so on the marketing management improvement measure. This paper takes PJ Company as the research object, carries on the thorough research to its marketing channel management and the improvement strategy, has the guiding significance to the PJ Company further strengthens the channel management ability, enhances the PJ company's regional competition ability. I believe that the mobile communication enterprises in other cities also have a certain reference significance.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F626

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