全业务运营时代江苏移动营销渠道策略分析

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1、CHANNELSTRATEGYSTUDYONMARKETINGOFJIANGSUMOBILEINOPERATIONPERIODGraduate：DONG。lioFFULLSERVICESSupervisor：ZANG—xinSoutheastUniversityAbstractWiththerestructuringofthetelecommunicationsmarket，asthecompositionoftheoperators．China’Stelecommarkethasentereda”threepillars”competitionofChi

2、naMobile，ChinaUnicomandChinaTelecom．ThecompositionoftheChina’Stelecommunicationsindustryhasenteredafull．serviceoperationeraofvoice，data，videoandother．Relyingsolelyontraditionalpricecompetitionandproductdifferentiationstrategycannotmeettheneedsofmarketcompetition．Competitionbetween

3、operatorsisgoingtoshifttobrandimage，customerserviceandmarketingchannelsandSOon．Especiallyinthetimesthatfml．servicebusinessmodelhasbecomingthemainstream，communicationserviceproviderscanprovidemobile，fixedanddataaspectsofthebusiness．Thecompetitionofmarketingchannelshasfierceincreasi

4、ngly．”Whogotthechannelwillwin”hasbecomeatrueportrayalofcompetitioninthetelecommunicationsindustry．Therefore，theestablishmentofscientificandrationallayout，flexibleandrapidresponse，highexecutionsystem，andfull．servicemarketingchannels．hasbecomethecarriersinthecompetitionandthechoiceo

5、fgrowthandsurvivetheinevitable．ThisreportiSinthecontextoffull一serviceoperations．Firstly．Ianalysisthecurrentmarketingchannelsoftelecommunicationsandthebasictheoryofmarketingchannels．Secondly，Idiscusstheconstructionfromthreeanglesofextemalenvironment，currentdevelopmentandproblemsinJ

6、iangsumobilechannel，especiallyinthekeymarketchannels，electronicchannels．self-ownedchannelsandcooperativechannels．0nthisbasis．1earningfromChinaUnicomandTelecom．theUK’SVodafone．OrangeofFranceandJapan’SNTTDoCoMoandothercarriersofthemarketingchannelexperiences，Isumupthemobilechannelan

7、dthemainplanningcountermeasureoffull—serviceoperationerainJiangsu．Then，Iproposethespecificstrategiescoveringfamily，groupandruralareas．AndIrecommendthestrategiesofoptimizingelectronicchannelsfunction，strengtheningoperationalefficiencyofself-ownedchannel．improvingthesocialvalueofCO．

8、channelmanagementanddeepeningthec