【作者】 刘鹏；

【导师】 冯正强；

【作者基本信息】 中南大学 ， 工商管理（MBA）（专业学位）， 2025， 硕士

【摘要】 在数字经济时代,通信运营商行业变革加速,电信增值业务成为运营商突破增长瓶颈的核心动能,而营销渠道的优化直接影响用户触达效率与市场价值转化。本研究以湖南联通为案例,聚焦其增值业务营销渠道的结构性矛盾与效能瓶颈,综合运用文献分析、问卷调查、定量与定性诊断等方法,系统揭示了渠道结构失衡、质量不佳、整合缺失及体系落后四大核心问题。基于市场营销、渠道管理与消费者行为理论,提出“结构调优—质量提升—顶层整合—体系构建”四位一体的优化方案:第一,通过渠道差异化定位、精简层级和发展自有渠道,提升整体的运营效率;第二,依托精细化管理提升电话营销服务质量、增强营业厅用户体验和改进互联网营销策略,提高转化率与用户满意度;第三,实现渠道顶层整合,构建“渠道大脑”中台打通线上线下数据孤岛,设计渠道信息平台促进跨渠道信息共享与资源互补,增强协同效应;第四,提出渠道数字化、流量生态化、营销智慧化、产品融合化,推动渠道从单一销售功能向“流量运营+生态服务”价值升级。同时配套组织、制度、人才与风险防控保障体系。研究成果兼具学术价值与实践意义,为运营商在存量竞争时代的渠道数字化转型与可持续发展提供了方法论指导与实施路径。更多还原

【Abstract】 In the digital economy era,the telecommunications industry is undergoing rapid transformation,where value-added services have emerged as a critical driver for operators to overcome growth bottlenecks.The optimization of marketing channels directly determines user reach efficiency and the conversion of market value.This study adopts Hunan Unicom as a case to investigate structural contradictions and efficiency bottlenecks in its value-added service marketing channels.By employing a combination of literature analysis,questionnaire surveys,and quantitative and qualitative diagnostic methods,the research systematically identifies four core challenges:structural imbalance,subpar service quality,integration deficiencies,and outdated operational frameworks.Building on marketing theory,channel management principles,and consumer behavior insights,the study proposes an integrated optimization framework comprising four dimensions:"Structural Refinement,Quality Enhancement,Top-Level Integration,and System Reconstruction":First,Structural Refinement:Improve operational efficiency through differentiated channel positioning,streamlined hierarchies,and the expansion of proprietary channels;Second,Quality Enhancement:Elevate conversion rates and user satisfaction via refined telemarketing processes,enhanced in-store experiences,and optimized digital marketing strategies;Third,Top-Level Integration:Establish a centralized"Channel Intelligence Hub"to dismantle data silos between online and offline channels,while creating an interoperable information platform to enable cross-channel resource sharing and synergy;Fourth,System Reconstruction:Accelerate functional evolution from pure sales to"traffic operation+ecosystem services"through four transformations:channel digitization,traffic ecosystem development,AI-driven marketing,and product-service convergence.The implementation is reinforced by supporting mechanisms in organizational restructuring,institutional innovation,talent cultivation,and risk management.This research provides both a methodological framework and actionable pathways for telecom operators to achieve sustainable channel digital transformation amid intensifying market competition.更多还原