【作者】 刘玉梅；

【导师】 杜玉申；

【作者基本信息】 吉林大学 ， 工商管理， 2011， 硕士

【摘要】 近几年,随着国家对电信行业的大规模重组和3G牌照发放的完成,重组效应逐渐显现,移动、联通和电信三大通信运营商之间的竞争变的更为激烈,市场格局更加复杂,企业的经营风险大幅度提升。这种激烈的竞争同样也影响到吉林移动辽源分公司,整个辽源地区的通信市场的竞争也日益激烈。同时随着近几年辽源市经济的快速发展,城市居民对移动业务的要求也在不断提高,需求更加多样化和个性化;农村市场是辽源移动分公司未来发展的基石,但因为历史、经济和地理条件等各种原因,农村市场与城市市场在产品需求、价格期望、渠道要求及促销响应性等方面差距不断扩大。这些都对辽源移动分公司提出了更高的要求。本文选择吉林移动辽源分公司作为研究对象,把辽源地区的移动通讯服务传递渠道分为城市渠道和农村渠道,主要针对公司在激烈的市场竞争中渠道管理所面临的一些问题进行分析和研究。首先通过对公司现有渠道的分析,针对城市和农村分别总结现有渠道体系所面临的问题,提出解决方案。希望能对辽源移动分公司的渠道建设提供一些建设性的意见,有利于辽源移动渠道体系的完善和提高,更有效的满足广大消费者的各种需求。本文认为辽源移动分公司城市渠道管理主要面临以下一些问题:社区渠道建设与联通、电信相比还很薄弱;同时城市的渠道服务和销售能力还需进一步加强;渠道的覆盖范围比较集中、渠道的管理手段还有些单一。本文提出大力建设社区经理渠道的计划,同时建立适应市场需要的代办渠道管理体系,并加大网上营业厅的建设和管理等措施。辽源的农村地区虽然经过前几年的快速发展,居民收入有了较大提高,对移动通讯服务的需求也有所增长,但是跟城市相比还有很大差距,因此农村渠道的发展不可能像城市渠道一样体现出类似的多样性、层次性。当前的渠道发展应集中于规模化,即迅速扩大规模,并通过合理的渠道激励措施与报酬模式,完善整个农村市场的渠道布局,提高覆盖率和销售水平。更多还原

【Abstract】 In recent years, as the country’s massive restructuring of the telecommunications industry and the completion of 3G license issuance, restructuring effect gradually. In the new era, China Mobile, China Unicom and Telecom competition between three communications operators became more intense, market structure is more complex, the management risk of the enterprise improved significantly. This kind of intense competition also affect Jilin mobile Liaoyuan branch, the whole Liaoyuan of communication in the increasingly fierce market competition. At the same time as in recent years, the rapid economic development of urban residents for the mobile service requirements are constantly improve, needs much more diverse and personalized; Liaoyuan mobile branch rural market is the cornerstone of the development of the future, but because the history, economic and geographic conditions of all sorts of reasons, the rural market and city market in product demand, price expectations, channel requirements and promotion response of gap. These are Liaoyuan mobile branch to put forward higher request.This article chooses Jilin mobile Liaoyuan branch as the research object, The Liaoyuan area mobile service delivery channels into urban channels and rural channels, mainly for the company in the fierce competition in the market channel predistribution, some problems are analyzed and studied. In hopes of Liaoyuan mobile branch channels construction provide some constructive opinion, be helpful for Liaoyuan mobile channel system consummation and improved, more effective satisfy the masses of consumers’ various needs.According to the city of Liaoyuan mobile branch channel management, this paper considers that the main problems facing the following.The community construction compared Unicom and Telecommunications is still very weak; Center for the establishment of channels for a relatively short time, also faces some problems; Meanwhile city channel services and sales ability still need to further strengthen; Channel cover too concentrated, channel means some single. Therefore this paper proposes to build community manager’s plan, and establish adapt to the market need to do STH for the channel management system, and increase the online brokerage house construction and management as well as measures.Although rural areas in Liaoyuan after the first few years of rapid development, but lags far behind with the city, so rural development cannot channel the same channels as the development of the city reflect the diversity of channels of similar cities, hierarchy. The current development should focus on scale, namely rapidly expands the scale, and through reasonable channel incentives and mode, perfect the rural market channel layout, improve coverage and sales level.更多还原