中国电信营销渠道研究
摘要
本文的核心思路是:中国电信将营销渠道体系按照渠道本身特点进行了四类划分:直销渠道、实体渠道、电子化渠道、社会渠道。这种渠道模式较电信传统渠道模式有一定提高,但按照现代营销渠道设计思想还有一些可改进之处,本文提出了一些建议。
围绕上述思路,本文从以下四个主要方面展开了论述:
1.中国电信的渠道现状。简要介绍了中国通信运营行业现状和中国电信集团公司,重点介绍了中国电信的直销渠道、实体渠道、电子化渠道、社会渠道。尤其重点介绍了直销渠道和代理渠道。
2.分析了中国电信营销渠道存在的五个方面的问题:营销渠道缺乏配套支持;各渠道存在冲突需要进一步理顺;各渠道的战略功能还有待加强;销售激励机制不完善;销售人员素质不能完全适应市场竞争的需要。
3.结合现代市场营销理论,分析了中国电信渠道进行优化时应该考虑的几个因素。
4.从作好配套支撑,形成营销合力;理顺渠道体系;强化各渠道的战略功能;改进激励机制;提高销售队伍人员素质和执行能力五个方面,提出具体的优化建议。
This paper is written in this logic: China Telecom classifies its marketing channels as four categorys: direct sales, stotes, e-channels and agencies. This channel model is better than previous one; however, it also has some space to improve according to modern marketing theory. The paper gives some recommendations.
This paper consists of four parts:
Part one gives the current situations of China telecom’s channels. After briefly introducing the China telecom operating industry and China Telecom group, it describes mainly China telecom’s direct sales, stotes, e-channels and agencies, especially direct sales and agencies.
Part two analyzes six issues existing in China telecom’s channels.
Taking modern marketing theory into consideration, part three analyzes some influencing factors when optimizing China telecom’s marketing channels.
Finally, part four gives specific suggestions: enhancing the collaborating function of marketing departing, transferring to multi channels system, modifying each channels, sale people motivation and training.
围绕上述思路,本文从以下四个主要方面展开了论述:
1.中国电信的渠道现状。简要介绍了中国通信运营行业现状和中国电信集团公司,重点介绍了中国电信的直销渠道、实体渠道、电子化渠道、社会渠道。尤其重点介绍了直销渠道和代理渠道。
2.分析了中国电信营销渠道存在的五个方面的问题:营销渠道缺乏配套支持;各渠道存在冲突需要进一步理顺;各渠道的战略功能还有待加强;销售激励机制不完善;销售人员素质不能完全适应市场竞争的需要。
3.结合现代市场营销理论,分析了中国电信渠道进行优化时应该考虑的几个因素。
4.从作好配套支撑,形成营销合力;理顺渠道体系;强化各渠道的战略功能;改进激励机制;提高销售队伍人员素质和执行能力五个方面,提出具体的优化建议。
This paper is written in this logic: China Telecom classifies its marketing channels as four categorys: direct sales, stotes, e-channels and agencies. This channel model is better than previous one; however, it also has some space to improve according to modern marketing theory. The paper gives some recommendations.
This paper consists of four parts:
Part one gives the current situations of China telecom’s channels. After briefly introducing the China telecom operating industry and China Telecom group, it describes mainly China telecom’s direct sales, stotes, e-channels and agencies, especially direct sales and agencies.
Part two analyzes six issues existing in China telecom’s channels.
Taking modern marketing theory into consideration, part three analyzes some influencing factors when optimizing China telecom’s marketing channels.
Finally, part four gives specific suggestions: enhancing the collaborating function of marketing departing, transferring to multi channels system, modifying each channels, sale people motivation and training.
引文
[1] Philip Kotler Gary Armstrong 著,赵平、王霞等译. 市场营销原理. 2002
[2] Louis W.Stern/ Adel I.El-.Ansary/ Anne T. Coughlan 著,赵平、廖建军 孙燕军译. 市场营销渠道(第五版). 2001
[3] 李飞. 分销渠道设计与管理. 2003
[4] Gordon Walker. Modern Competitive Strategy. 2004
[5] Arthur A. Thompson, Jr. Johe E. Gamble A. J. Strickland. Sgtrategy: Winning in the Marketplace Core Concepts. Analytical Tools. Cases. 2002
[6] Mc Graw Hill Education. Management Marketing. 2007
[7] Del I. Hawkins, Roger J. Best, Kenneth A. Coney. Consumer Behavior Building Marketing Strategy. 2002
[2] Louis W.Stern/ Adel I.El-.Ansary/ Anne T. Coughlan 著,赵平、廖建军 孙燕军译. 市场营销渠道(第五版). 2001
[3] 李飞. 分销渠道设计与管理. 2003
[4] Gordon Walker. Modern Competitive Strategy. 2004
[5] Arthur A. Thompson, Jr. Johe E. Gamble A. J. Strickland. Sgtrategy: Winning in the Marketplace Core Concepts. Analytical Tools. Cases. 2002
[6] Mc Graw Hill Education. Management Marketing. 2007
[7] Del I. Hawkins, Roger J. Best, Kenneth A. Coney. Consumer Behavior Building Marketing Strategy. 2002