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1、-------AbstractAtpresent,thecommunicationindustryofChinaisstillinthecompetitive
situationofChinaMobile,ChinaTelecomandChinaUnicom.Intheenvironmentof
full-serviceoperation,asthenecessaryfactorofgainingcompetitiveadvantage,
marketingchannels’structure,managem
2、entmode,form,quantity,scaledirectly
decidesthecommunicationcompanies’existenceanddevelopment.Asabranchof
HNMobile,YongZhouMobileisfacingcustomers’diversifiedneedsandtwo
competitors’continuouschallenge.Dependingonthestudyofmanyliterature,collectionoffirst-ha
3、nddata,
consultationofsecondarydata,thispaperisdrawingaconclusionthatYongZhou
Mobile’channelsystemisstillhavingmanyproblems.Entitychannelshavean
unbalanceddistributionandinadequatecontrol;Socialchannels’managementisnot
soperfect;Newcooperatingchannels’manag
4、ementistostrengthen;Ruralservice
stations’infrastructureandserviceefficiencyneedtobeimproved;Directchannels’
developmentandimplementationistostrengthen;Electronicchannelsarelimitedto
customers’age,geography,function.Onthisbasis,referringtochannelstrategyoft
5、heoutstandingcommunication
companiesintheworld,thispaperbringsforwardthechannelstrategythatis
suitableforYongZhoucity.Clearingchannels’positioningandtargeting;Firming
andStrengtheningentitychannels’developmentandimplementation,including
coveringstrategy,sup
6、portingstrategy,controllingstrategy,profitstrategy;Enhancing
optimizationandpromotionoftheelectronicchannels,includingtheinvestmentof
self-servicepaymentterminal,airrechargeoutlets,netpayment,electronicbusiness
hall,networksellingandpopularizationoflocalele
7、ctronicchannels;Promoting
directchannels’developmentandimplementation,includingcommunity
managements’scale,accomplishmentofcustomermanagersforgroup,management
ofsocialdirectchannels;KeyWord:Full-serviceOperationsMarketingChannelMobileI-----------目录第1章绪论....
8、.............................................................................................................11.1论文分析背景..................................................................................