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论文编号：	4401
作者编号：	2120102400
上传时间：	2012/6/8 9:16:00
中文题目：	电信运营商的渠道协同管理研究——以SX移动渠道管理为例
英文题目：	The Research of Telecom operators’ Channel cooperative management--Take SX mobile’s Channel management as example
指导老师：	严建援
中文关键字：	电信运营商,渠道冲突,渠道协同
英文关键字：	Telecom operators,Channel conflict,Channels collaborative
中文摘要：	随着市场环境的不断发展和快速变化，移动通信行业面对的环境也越来越复杂，竞争也愈演愈烈。移动通信行业的竞争已经从传统的电信产品的竞争逐步转向服务竞争，服务竞争是以客户和市场行为为导向的，这就要求电信运营商不断重视客户的服务感知。渠道作为电信运营商搭建与客户感知的服务桥梁，在日趋激烈的市场竞争中越来越被运营商所重视。电信运营商正是认识到了这一点，所以才会在渠道建设和扩张方面不断加大投入。但是，不断扩张的渠道建设也给运营商带来了管理方面的问题，比如渠道成员之间的客户争夺、社会渠道商与运营商难以协调的利润分配矛盾、越来越难以控制的渠道成员、缺少执行力的渠道成员等现象。这些现象的出现造成了运营商渠道效率的低下，渠道服务质量也不能让客户满意，最终影响了运营商的整体利益和品牌忠诚度。如何解决渠道成员间的冲突，使渠道成员进行协同运营逐渐被运营商所重视，渠道协同的效果也将成为电信行业核心竞争力的体现。 本文以电信行业为行业研究背景，以解决渠道成员间的冲突为出发点，以实现整体利益为基本原则，关注渠道成员资源和利益的均衡与协调，注重发挥渠道成员的核心业务功能，强调渠道成员间的信息共享和沟通，最终通过渠道成员间的协同运营和紧密合作达到提高渠道效能，增加运营商效益，提升品牌忠诚度的目的。 希望本文的研究内容可以为目前电信运营商对渠道的管理提供参考性的解决思路。
英文摘要：	With the continuous development of market environment and rapid change, the mobile communication industry in the face of the environment is more and more complicated, competition has intensified. Mobile communications industry in the competition has from the traditional telecom products competition gradually to service competition, service to the customers and the market competition is behavior oriented, this requires the telecommunications operator continuous customer service awareness. Channel as telecommunications operator set up and customer perception of service bridge in the increasingly fierce market competition becomes more and more attention to the operators. Telecom operators knew about that, so he just in the channel construction and expanding the constantly increasing input. However, expanding channels construction also give operators have the management issues, Such as channel between members for customers, Social distributors and operators difficult to coordinate the distribution of the profits contradiction, more and more difficult to control of the channel members, lack of execution of the phenomenon such as channel members. These the phenomenon of the cause of the efficiency of the channel operators is low, service quality also cannot let channel customer satisfaction, finally affect the overall interests of the operators and brand loyalty. How to solve the conflict between channel members, members of the channel for collaborative operation was gradually operators to, the effect of cooperative channels will also become the core competitiveness of the telecom industry reflect. In this paper for the telecommunications industry research background, in order to solve the conflict between the channel members as a starting point, in order to realize the overall interests as the basic principle, focus on the channel member resources and the balance of interests and coordination, pay attention to play to the core business channel member function, emphasize the channel member information sharing among and communication, Finally through the cooperation between the channel member operation and close cooperation to enhance the efficiency of the channel, increase operators efficiency, improve brand loyalty purpose. We hope that this paper the research content can now telecom operators of the channel management provide referential ideas for the solution.
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