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论文编号：	2178
作者编号：	2220070857
上传时间：	2010/1/19 11:10:50
中文题目：	中国移动北京公司3G时代营销渠道策略研究
英文题目：	Strategy Research for Marketing Channel from Beijing
指导老师：	吴晓云
中文关键字：	3G时代 北京移动 渠道策略 数据业务
英文关键字：	3G Era, Beijing Mobile, Channel strategy, Data service
中文摘要：	渠道作为传统的市场营销4P组合最重要的一个，其在移动通信行业市场营销中的作用不言而喻。2008年，电信业大重组，中国的移动通信市场由原来的中国移动、中国联通两家变为了三家，中国的移动通信行业也由原来的2G时代进入了3G时代。电信重组以后，三家运营商的实力差距缩小，竞争更趋激烈，中国移动必将面临更加严峻的竞争形势，新的技术变革，也将促使未来业务发展面临很多的不确定性，在这种情况下，必将对中国移动现有的渠道管理体系带来巨大的冲击，对中国移动渠道策略的研究和调整就显得很有意义和必要。 本论文第一章主要是绪论部分，讲述了论文研究的背景及意义，论文研究的方法和框架。第二章相关理论回顾主要对论文应用的相关理论进行了回顾。第三章北京移动营销渠道存在及发展趋势以北京移动的渠道体系为例，结合现代营销及管理理论，深入分析渠道的现状及存在的问题，同时分析了3G时代新的竞争形势，新的技术发展对渠道可能产生的影响。第四章北京移动话音服务渠道策略从优化渠道的布局和功能，提升渠道的业务能力、渠道协同和化解渠道冲突、渠道忠诚度管理的角度出发详细地分析了北京移动话音业务的渠道策略。第五章北京移动数据业务渠道策略在深入阐述了数据业务渠道的特点后，分别从数据业务产品分类和用户市场细分两个角度入手，详细分析了与之对应的渠道匹配情况，并据此给出了北京移动数据业务渠道体系的建设策略。通过以上分析对北京移动3G时代新的业务竞争形势下的渠道策略进行的有意义的探讨和研究，为今后的渠道策略的调整提供了参考。
英文摘要：	Channels, as one of the most important traditional 4P marketing mix, play an evident role in the marketing of the mobile communications industry. In 2008, telecommunications reorganized. Former China Mobile and China Railcom merged to form a new China Mobile, China Netcom and China Unicom merged to form a new China Unicom, China Telecom and China Unicom's CDMA mobile communication absorbed network and related personnel to form a new China Telecom, while China Mobile, China Unicom, China Telecom were separately obtained TDSCDMA, WCDMA, CDMA2000 which are third-generation mobile communications licenses, since then, China's mobile communications market is from two operators into three, China's mobile communications industry is also from original 2G into 3G era. After the telecom reorganization, the gap between the three operators’ strength of the are narrowing and the competition becomes more fiercely, so that China Mobile will face more severe competition situation, while the new technological changes will also bring more uncertainty to future business development and a huge impact on China Mobile's existing channel management system, in which the research and adjustment of China's mobile channel strategy become very meaningful and necessary. The first chapter is mainly the introduction part, which describes the background and significance, research method and framework of the paper. Chapter II ‘Review of the relevant theories’, mainly reviewed the applications of the related theories. Chapter III ‘Beijing Mobile marketing channels’ problems faced at present and in future’, which picks Beijing Mobile's channel system as an example, combined with modern marketing and management theory, deeply analyzes channel status and problems, a new competition situation in 3G era, and the impact on the channel by the new Technology. Chapter IV ‘Beijing Mobile’s voice services channel strategy’ deeply analyzes Beijing Mobile’s voice services channel strategy by optimizing the layout and function of channels, enhancing the operational capacity of channels, channel collaboration, resolving channel conflicts and loyalty management of channels. Chapter V ‘Beijing Mobile data services channel strategy’ described the characteristics of data service channels in depth, deeply analyzes channels matching respectively from data service classification and segmentation of user market, and accordingly gives Beijing Mobile data services’ construction strategy of channel system. Through the above analysis, the meaningful exploration and research on the channel strategy of Beijing Mobile in 3G era give the reference for adjustment of channel strategy in future.
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