移动通信运营商营销渠道现状及策略研究.docx

移动通信运营商营销渠道策略研究——以中国联通为例摘要随着电信业的重组，中国移动、中国联通、中国电信成为国内三大移动通信运营商，在获得3G牌照后竞争更加激烈。本文从3G时代与2G时代产业链的不同入手，阐明移动通信运营商在3G产业链中作为平台的角色功能的转变，突出3G时代由单向的业务销售转变为双向的业务服务，从而论述营销渠道建设对于移动通信运营商发挥平台作用的重要性，在3G时代对移动通信运营商的营销渠道提出了新的要求，为了分析移动通信运营商营销渠道的现状，以标准最成熟的中国联通为例，并且对国内外其他主导移动通信运营商进行对比分析，总结现存营销渠道存在的制约3G发展的问题，最终从产业链集成、渠道协同及客户接触点的细节管理的角度对移动通信运营商开展3G业务的营销渠道建设提出具体的建议。关键字：移动通信运营商；3G；渠道策略；产业链集成；终端服务AStudyOnTheMarketingChannel'sStrategiesofTheTelecommunicationOperator--TakeChinaUnicomAsExampleAbstractAlongwiththetelecommunicationsindustryreorganization,ChinaMobile,ChinaUnicomandChinaTelecomturnintothedomesticthreebiggesttelecommunicationoperators,thecompetesamongthemismoreintenseafterobtaining3Gthelicenseplate.Thisarticlestartswiththeindustrychain'sdifferentbetween3Gtimeand2Gtime,expoundedthattherolefunctiontransformationofthetelecommunicationoperatorthatplaysthepartoftheplatforminthe3Gindustrychain,itsticksoutthatin3Gtimetheworklaystressonthebidirectionalservesratherthantheunidirectionalsale,thustreatisingtheimportanceofthemarketingchannelconstructiontohelpthetelecommunicationoperatorplaytheplatformrole,accordingtoChinaUnicomtoanalyzethemarketingchannel'spresentsituationoftelecommunicationoperator,summarizingthequestionsofextantmarketingchannelthatrestrictthedevelopmentof3G,makingsuggestionstohelpthetelecommunicationoperatorconstructthemarketingchannelfromtheangleofindustrychainintegrates,channelcoordinationandtheterminalservice.Keywords:Thetelecommunicationoperator,3G,marketingchannel,industrychainintegrates,theterminalservice目录TOC\o"1-3"\u1引言PAGEREF_Toc264472645\h12移动通信运营商营销渠道相关理论概述PAGEREF_Toc264472646\h22.13G时代的变化PAGEREF_Toc264472647\h22.2移动通信运营商在3G产业链中的角色功能PAGEREF_Toc264472648\h42.3移动通信运营商营销渠道的定义及构成PAGEREF_Toc26447