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论文编号：	5004
作者编号：	2220090963
上传时间：	2013/2/27 10:09:39
中文题目：	北京电信郊区移动业务市场的渠道创新研究
英文题目：	Beijing Telecom’s Channel Innovation Study of Rural Mobile Communication Market
指导老师：	韩德昌
中文关键字：	北京电信，郊区移动业务，渠道创新
英文关键字：	China Telecom, rural mobile communication market, channel innovation
中文摘要：	2010年以来，随着城市移动用户市场逐渐趋于饱和，农村移动用户市场的拓展就显得极为重要。目前，中国移动、中国联通、中国电信三大电信运营商在农业市场展开了激烈的市场竞争。在北京郊区移动业务市场上，由于北京移动长期以来形成的在位优势，作为市场后进者，北京电信要想在郊区移动市场上取得较大的发展，就必须面临与北京移动激烈竞争，而北京电信在郊区市场的突出短板就是营销渠道能力不足：一方面，北京电信实力相对弱小，资金实力不足，先期建设过多自有营业厅不仅资金难以保证，而且投资收益太低；另一方面，在郊区移动市场优质的社会代理渠道都被北京移动独家控制和垄断。在这种局面下，北京电信必须创新社会代理渠道，寻找更适合的社会代理渠道资源。经过不断摸索、实践和创新，北京电信在郊区移动业务市场走出了一条成功之路，其核心是进行渠道创新。一是选择创新的渠道，与有实力的合作伙伴进行战略合作，充分利用其渠道资源开展电信业务，进行合作模式创新，实现互惠互利。二是渠道管理模式创新，在管理模式上扬长避短、大胆创新，采取渠道管理外包的方式，吸引有经验有实力的合作伙伴参与管理，充分发挥合作伙伴的成功经验，减低了市场拓展前期的经营风险。渠道选择和渠道管理的创新使北京电信的移动业务在郊区市场迅速展开，市场竞争地位大大提升。作为EMBA研究论文，通过本课题研究，在理论上可以对传统经典渠道理论、方法论进行优化和创新，使之更好适应21世纪经济和技术飞速发展的新型市场竞争环境；在社会效益上，可以增强电信企业渠道管理能力，改善农村移动业务市场的渠道经营困局，使电信企业有积极性开拓农村市场，消除城乡信息化鸿沟；在自身EMBA学习上，可以丰富自身知识结构，提升自已分析问题和解决问题的能力，帮助自己更好地开展与电信企业营销渠道管理相关的工作。
英文摘要：	Since 2010, with the urban mobile communication market becoming saturated gradually, it is becoming more and more important to expand the rural mobile communication market. Currently, the three telecommunication operators，China Telecom, China Mobile and China Unicom are competing with each other in rural market intensely. Beijing Telecom, as the market follower, is facing intense competition with Beijing Mobile which has established its advantage of incumbency in rural mobile communication market in Beijing. However, the main disadvantage for Beijing Telecom is lack of marketing channels. One reason is that Beijing Telecom is relatively weak in financial strength, so it’s difficult to built many self-owned telecom business halls in the earlier period of entering the rural mobile communication market. The other reason is that the excellent social agency channels have been exclusively controlled and monopolized by Beijing Mobile. Under the circumstances, Beijing Telecom must make innovations in social agency channels and seek for more suitable social agency channel resources. Beijing Telecom, after continuous research, practices and innovations, has created its road to success, which is centered in channel innovation. One innovation point is choosing the innovation channel, and building strategic cooperation with powerful partners. By taking full advantage of their channel resources, and develop right product, Beijing Telecom and the channel partner achieve win-win result. The other innovation point is in channel management mode. Beijing Telecom chooses business process outsouring partner to manage the channel. By BPO mode, Beijing Telecom can make best use of the advantages and bypass the disadvantage, attract the experienced partners, give full play to their successful experiences and reduce the operating risks in the early period of market expanding. The innovation measures help Beijing Telecom to expand its service quickly in rural mobile communication market and raise its competitive position significantly. Theoretically, this research paper of EMBA, based on the research on this subject, can optimize and innovate the traditional and classical theory and methodology of channels, so as to adapt to the new market competition environment where the economy and technology are developing rapidly in the 21th century; besides, in terms of social benefits, it can enhance the channel management ability of the telecommunication enterprises, improve the channel operating dilemma in the rural mobile communication market. Therefore, it can encourage telecommunication enterprises to open up the rural market actively in order to eliminate the information divide between the urban and rural areas. As for the self-learning in the EMBA, it can enrich my knowledge structure, upgrade the ability to analyze and solve the problems, and help myself to develop the works related to marketing channel management with telecommunications enterprise.
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