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论文编号：	2736
作者编号：	2120082256
上传时间：	2010/11/26 21:07:44
中文题目：	3G时代联通渠道策略研究
英文题目：	Research on China Unicom’s Strategy of Marketing Channels for 3G Development
指导老师：	白长虹
中文关键字：	电信业 渠道策略 中国联通
英文关键字：	Telecomunication　Strategy of Marketing Channels China Unicom
中文摘要：	随着通信技术的不断发展，中国电信业改革步伐的进一步加速，3G牌照的发放，中国电信业的竞争格局和市场环境发生了根本性的变化，也给电信运营商本身产生了根本性的影响。3G运营对于各运营商来说都是重要的里程碑事件，对于中国联通来说，能否抓住3G机遇实现市场格局逆转，更是决定其未来发展的关键战役。在整个3G战略布局中，渠道作为市场营销政策的执行环节，作为面对消费者的第一线窗口，将是营销策略是否成功实施的关键要素。 本文综合对渠道基础理论、服务营销渠道相关理论、渠道选择与设计理论、电信业渠道的特征进行了回顾。通过理论回顾指出，客户行为与产品特性是企业选择营销渠道的重要因素，电信行业作为服务行业，其渠道更要与客户价值和行为需求相适应，应以客户为中心，围绕客户获取、客户关怀、客户发展和客户挽留四个阶段发挥作用。 本文运用市场环境分析理论，分析了中国联通在3G时代所处的市场营销环境，并对联通渠道现状和存在问题进行了详细诊断和剖析。运用渠道选择和设计因素理论和服务营销渠道等相关理论，文章分析了3G时代渠道选择的客户及业务需求因素，针对当前联通存在问题，提出了以渠道创新和3G专属渠道为主线的策略，并列出该渠道发展的重点,从而使整个策略更具操作意义。本文不但为联通3G营销渠道的拓展提供了建设性意见，也为国内其他运营商研究3G渠道、拓展服务提供了有益的参考。
英文摘要：	As communications technology develops, the Chinese telecommunications industry reform has accelerated its paces. 3G has brought fundamental changes to the Chinese telecommunications industry, which impacts telecom operators greatly. 3G is a milestone for each telecommunications operators. As to China Unicom, whether to seize the opportunity to achieve 3G market is important to its future. In the 3G strategy, the channel is a part of marketing. Channel is the window facing the consumer, will be the key to success of the whole marketing strategy. In this article, basic theory of channels, services, the theory of marketing channels, channel selection and design theory, the channel characteristics of the telecommunications industry are reviewed. Through these theories, customer behavior and product characters are an important factors in choosing marketing channel. As the telecommunications industry is a service industry, the channel should match customer value and their need. Companies should focus on costomer, with customer acquisition, customer care , customer development and customer retention. According to market analysis theory, this article analyzes marketing environment of China Unicom in the 3G era. Problems of China Unicom channel are listed. By using Channel selection and design elements theory and the theory of services marketing channels, this article analyzes the factors of channel choosing in customers and business needs, and proposes to channel innovation and 3G exclusive channel as solution to the existing problems. Listing all the important point makes this solution more meaningful. This article are not only for the expansion of China Unicom 3G marketing channels, but also for other domestic operators of 3G to reference.
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