中国联通营销服务渠道策略研究
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摘要
渠道是营销服务的承载主体,也是运营商市场竞争的焦点,渠道的竞争策略直接关系到未来的市场发展和企业核心竞争力。本文运用市场营销学和管理学知识,从移动运营商渠道竞争环境分析入手,运用SWOT分析法,标杆分析法等多种手段,分析竞争环境,论述中国联通的渠道策略和发展规划,确定渠道核心竞争能力和竞争关键因素,针对渠道覆盖的特点和业务特征,提出中国联通渠道发展规划和渠道价值增值策略。通过渠道与业务适配模型,分层分级管理,渠道扁平化,绩效管理等手段,提高中国联通的渠道运营水平和管理水平。希望本文对中国联通及产业链上的其它运营商有借鉴作用。
Channel has became not only the main body which carry out the marketing services, but also the competitive point of operators' market, the competitive strategy of channel has direct influence on enterprise's development in the future market and their core competitiveness. This thesis focus on the study of China Unicom's channel strategy and development planning by using marketing and management knowledge, and commences from analysis on competitve environment of mobile operators' channels by model using of SWOT,benchmarking analysis and other means, to identify the core competitiveness and key competitive factors, in view of channels covering and business characteristics, to put forward China Unicom's Channel development planning and value-added strategy. Through channel-business match model, applying hierarchical and flat management, also integrated with performance, objectives management and other means to enhance the level of China Unicom's channel operation and management. This thesis also has value of reference for other enterprises on this industrial chain.
Channel has became not only the main body which carry out the marketing services, but also the competitive point of operators' market, the competitive strategy of channel has direct influence on enterprise's development in the future market and their core competitiveness. This thesis focus on the study of China Unicom's channel strategy and development planning by using marketing and management knowledge, and commences from analysis on competitve environment of mobile operators' channels by model using of SWOT,benchmarking analysis and other means, to identify the core competitiveness and key competitive factors, in view of channels covering and business characteristics, to put forward China Unicom's Channel development planning and value-added strategy. Through channel-business match model, applying hierarchical and flat management, also integrated with performance, objectives management and other means to enhance the level of China Unicom's channel operation and management. This thesis also has value of reference for other enterprises on this industrial chain.
引文
[1]中国联通集团公司,关于印发《CDMA和GSM两网专业经营实施意见》的通知,中国联通企字(2007)29号,2007
[2]王越,电信运营商服务营销渠道模式市场适应性研究,泰尔网,2007
[3]马仲韫,电信企业渠道模式的革新与管理方法浅析,中国数据通信2004
[4]菲利普·科特勒,营销管理,上海:上海人民出版社,1999
[5]迈克尔·波特,陈小悦译,竞争优势,北京:华夏出版社1997年1月
[6]彼得·德鲁克 管理的实践 中信出版社 2004
[7]中国移动集团公司,整合营销服务网打造中国移动核心竞争力
[8]卢泰宏,中国营销,广东经济出版社 2005
[9]刘卫华,渠道动力,中国农业出版社 2005
[10]罗伯特·卡鲁兰,大卫·沃顿,平衡计分卡:化战略为行动,广东经济出版社,2007
[11]姚群峰,电信运营商营销渠道选择过程分析,通信企业管理,2007
[2]王越,电信运营商服务营销渠道模式市场适应性研究,泰尔网,2007
[3]马仲韫,电信企业渠道模式的革新与管理方法浅析,中国数据通信2004
[4]菲利普·科特勒,营销管理,上海:上海人民出版社,1999
[5]迈克尔·波特,陈小悦译,竞争优势,北京:华夏出版社1997年1月
[6]彼得·德鲁克 管理的实践 中信出版社 2004
[7]中国移动集团公司,整合营销服务网打造中国移动核心竞争力
[8]卢泰宏,中国营销,广东经济出版社 2005
[9]刘卫华,渠道动力,中国农业出版社 2005
[10]罗伯特·卡鲁兰,大卫·沃顿,平衡计分卡:化战略为行动,广东经济出版社,2007
[11]姚群峰,电信运营商营销渠道选择过程分析,通信企业管理,2007