宿迁电信企业营销渠道运营探究

　　摘要

　　随着3G通信的日渐成熟，4G通信的日益临近，外部行业的压力冲击着电信运营商的市场。移动业务逐步占据电信业务收入的重要地位，中国电信真正步入全业务运营时期。如何更好的适应市场持续发展需要，建立与全业务运营相适应的渠道体系，成为宿迁电信营销战略转型的重点。渠道竞争力是维持行业领导者地位的关键，因此，如何建立有效的销售渠道成为宿迁电信面临的最主要问题。

　　本文运用专题研究的方法，以全业务运营为研究视角，以销售渠道等相关理论为研究基础，以宿迁电信全业务运营发展情况为依据，对宿迁电信在全业务运营下销售渠道进行全面剖析，在对渠道建设影响因素分析的基础上，提出宿迁电信必须根据中国电信集团公司全业务运营渠道总体战略定位，以自有渠道和合作渠道为主，其它代办渠道为辅，建立扁平化的渠道管理体系，从与盈利能力、客户价值、客户特性、业务特征以及用户品牌相匹配几个方面构建全业务运营渠道的建议，并提出推进渠道组合，提升实体渠道、壮大直销渠道、推广电子渠道、发展社会渠道的渠道策略保障措施。

　　论文共分为六章。研究内容如下：第一章绪论，简述本文研究的意义及背景，研究现状及研究内容与路线；第二章相关理论回顾，概述销售渠道理论，作为本文研究的理论基础；第三章是宿迁电信全业务运营销售渠道现状及存在的问题，首先概述宿迁电信全业务运营现状，然后根据宿迁电信现状概括宿迁电信的渠道现状，并在此基础上提出宿迁电信销售渠道存在的问题，包括渠道覆盖不足，渠道销售能力有限，渠道定位不明确，渠道冲突等；第四章是宿迁电信全业务运营时期渠道环境分析，主要分析运营渠道的宏观环境，行业竞争环境和内部环境，作为下文渠道建设的基础；第五章是宿迁电信全业务运营渠道建设策略，首先根据渠道内外部环境分析全业务运营渠道竞争定位和客户定位，然后提出宿迁电信全业务运营渠道策略，包括渠道与客户价值相匹配，渠道与客户特性相匹配，渠道与业务特征相匹配以及渠道与用户品牌相匹配，渠道与盈利能力相匹配；最后从直销渠道、实体渠道、社会渠道和电子渠道四个方面提出宿迁电信全业务运营渠道实施的保障措施；最后是总结与展望。

　　关键词：全业务运营；宿迁电信；销售渠道；渠道策略

　　Abstract

　　As 3G communication becomes gradually mature and 4G communication isdrawing nearer and nearer, the pressure from external industries is impacting the marketof telecom operators. Mobile services have gradually dominated an important positionin revenues of telecom businesses, and China telecom has really stepped into a periodof full-service operation. How to be better adapted to the requirement for sustainabledevelopment of market and establish a system of channel adaptable to full-serviceoperation has become a pivot of strategic transform of marketing for Suqian Telecom.

　　Channel competitiveness is a key for maintaining the position as the industrial leader,therefore, how to establish effective sales channels has become a foremost issue SuqianTelecom is confronted with.

　　This paper employs the methodology of monographic study to make acomprehensive dissection into the marketing channels of Suqian Telecom underfull-service operation, from the research perspective of full-service operation, on theresearch base of marketing channel and more relevant theories, and on the basis of thesituation of full-service operation and development of Suqian Telecom. On the base ofanalysis into the influential factors for channel construction, it raises therecommendation that Suqian Telecom must establish a flattening system of channelmanagement in accordance with the overall strategic orientation of full-serviceoperation channel of China Telecom Group, based on the self-available and cooperativechannels and supplemented by other agent channels, and must construct the Ml-serviceoperation channel in terms of being matched with profitability, customer value,customer trait, business feature and user brand. And it raises measures for channelstrategy security such as inferring combination of channels, promoting physicalchannels, strengthening direct-selling channels, popularizing e-channels,anddeveloping social channels.

　　The paper falls into six chapters,with the following contents to study: Chapter I isintroduction, which briefly states the significance and background of this study,actuality and contents of research and path; Chapter II is retrospection of relevanttheories, which generalizes the theory on marketing channel that lays a theoreticalfoundation for this study; Chapter ID probes into the actuality of and existing problemswith the marketing channels under full-service operation of Suqian Telecom,whichfirst generalizes the actuality of foil-service operation of Suqian Telecom, and tiien theactuality of channels of Suqian Telecom according to the actuality of Suqian Telecom,on which base to propose existing problems with the marketing channels of SuqianTelecom including insufficient coverage of channels, limited capacity of channelmarketing, implicit channel orientation,conflicts between channels, etc.; Chapter IVprovides an analysis into the channel environment of Suqian Telecom during the phaseof full-service operation, mainly analyzing the macroscopic environment of operationchannels, the industrial competition environment and the internal environment, whichlays a basis for channel construction in the following text; Chapter V refers to thestrategies for construction of full-service operation channels of Suqian Telecom, whichfirst analyzes the competition orientation and customer orientation of full-servieeoperation channels on the basis of both internal and external environments of channels,and then raises strategies of full-service operation channels of Suqian Telecom,including matches between channel and customer value, between channel and customertraits, between channel and business feature,1 between channel and user brand, andbetween channel and profitability, and finally proposes measures to secureimplementation of the full-service operation channels of Suqian Telecom in fouraspects - direct-selling channel, physical channel, social channel and e-channel; the lastchapter is the summary and prospection.

　　Keywords: Full-Service Operation; Suqian Telecom; Marketing Channel;Channel Strategy

    目录

　　第一章绪论

　　一、研究背景

　　二、研究目的和研究意义

　　三、国内外研究现状

　　四、研究思路和研究方法

　　五、论文结构

　　第二章销售渠道相关理论概述

　　一、销售渠道定义

　　二、销售渠道功能

　　三、销售渠道结构

　　四、销售渠道影响因素

　　第三章宿迁电信销售渠道现状及全业务运营下问题分析

　　一、中国电信公司全业务运营现状

　　二、宿迁电信公司简介

　　三、宿迁电信公司销售渠道现状

　　四、全业务运营下宿迁电信公司销售渠道存在问题及原因

　　第四章宿迁电信公司销售渠道影响因素分析

　　一、宏观环境分析

　　二、行业竞争环境分析

　　三、消费者分析

　　四、内部能力分析

　　第五章全业务运营下宿迁电信公司销售渠道策略策划思路及建议

　　一、重新调整目标市场和定位

　　二、销售渠道策略策划思路

　　三、销售渠道策略建议

　　第六章研究结论和展望

　　一、研究结论

　　二、研究展望

　　参考文献

　　致谢