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论文编号：	3836
作者编号：	2120092513
上传时间：	2011/11/28 17:16:59
中文题目：	沈阳联通移动业务社会渠道管理研究
英文题目：	Shenyang China Unicom Mobil Service Social Channel Management Research
指导老师：	刘建华
中文关键字：	沈阳联通 移动业务 社会渠道管理
英文关键字：	ShenYang Unicom, mobile business, social channel management
中文摘要：	3G时代已经到来，移动业务的发展也出现了新的生机，语音业务饱和与数据业务的突飞猛进给运营商将来的发展又提供了一个新的竞争机会。移动业务的发展离不开营销渠道体系的支撑，尤其三大运营商推出的移动业务在产品、价格、促销方面趋同的情况下，渠道的重要性更是不可忽视。移动业务的发展90%是通过社会渠道实现的，因此社会渠道体系的构建对业务的发展起着至关重要的作用。社会渠道的策略直接关系着未来的竞争格局和可持续发展能力，社会渠道的资源也是沈阳联通与其它竞争者争夺的稀缺资源。本文立足于沈阳联通移动业务社会渠道发展的现状，首先对国内移动业务发展的背景和研究的意义进行了分析，确定了研究内容、思路和方法。通过回顾相关营销理论与渠道理论，认真分析了营销环境与沈阳联通渠道管理现状，指出沈阳联通移动业务渠道发展当中的关键问题，确定业务发展的市场定位，采取相应的渠道发展策略。其次，通过对移动业务当中2G、3G业务制定不同的渠道发展策略，选取不同的渠道发展模式，采取不同的渠道成员去发展业务来实现社会渠道的优势。最后，通过对渠道体系的不断完善，激励机制的优化，服务保障措施的有力执行来进一步促进渠道策略的实施。本文对沈阳联通移动业务社会渠道的管理策略进行了阐述，总结出移动业务的发展要充分利用好社会渠道这个主渠道。通过积极的建设和有效的管理来提升渠道的数量和质量，通过建立有效的激励和保障机制使得渠道健康发展，通过整合沈阳联通的企业资源实现渠道间的优势互补。
英文摘要：	3G era, mobile business development also appeared new vitality, voice service and data service saturated make a spurt of progress to the operator the future development has provided a new opportunity to compete. Mobile business development is inseparable from the support of marketing channel system, especially the three big operators launch in the mobile business product, price, promotion of convergence, the importance of the channel is cannot be ignored. The development of mobile business is 90% through social channels to achieve the social channels, so the construction of the system of business development plays a vital role. The strategy of social channels directly related to the future competition pattern and sustainable development ability, social channel resources is also shenyang unicom and other contenders for scarce resources. Shenyang unicom mobile business based on the present situation of the development of social channels, first of domestic mobile business development background and significance of research is analyzed, and the research content, idea and method. Through the review related marketing theory and channel theory, earnestly analyze the marketing environment and shenyang unicom channel management status, and points out that the shenyang unicom mobile business channel of the development of the key problem, determine the business development market positioning, adopt corresponding channel development strategy. Second, through to the mobile business of 2 G, 3 G business make different channel development strategy, the selection of different channels development model, adopt different channel members to develop business to realize social channels advantage. Finally, based on the continuous improvement of the channel system, the incentive mechanism of optimization, the service safeguard measures to further promote the powerful execution channel the implementation of the strategy. In this paper, the shenyang unicom mobile business management strategy of social channels is elaborated, summarizes the development of mobile business to make full use of good social channels the main channel. Through the construction of positive and effective management to increase the quantity and quality of channel, by establishing effective incentive and the safeguard mechanism makes channels through the integration of the healthy development of shenyang unicom enterprise resources to achieve the channels of between advantages.
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