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论文编号：	5572
作者编号：	2120102681
上传时间：	2013/6/14 15:10:51
中文题目：	DT移动公司营销渠道策略研究
英文题目：	DT research on marketing channel strategy of Mobile Corporation
指导老师：	杜建刚
中文关键字：	DT移动,营销渠道,保障措施
英文关键字：	DT Mobile, marketing channel, Safeguards
中文摘要：	进入21世纪后，中国电信业体制改革不断深化，DT移动公司发展迅速。但是，随着移动通信业由卖方市场向买方市场逐渐过渡，市场竞争也由网络覆盖、价格资费的竞争转向渠道竞争。尤其是在国家对电信业进行再次重组后，受内部环境和外部环境变化的影响，DT移动公司在竞争对手全业务运营和光缆全覆盖的压力下，亟需对渠道发展进行科学规划。因此，建立高效的渠道营销体系成为DT移动公司提高核心竞争力的主要途径，本文将对DT移动公司的营销渠道策略展开分析和研究。本文通过文献研究、案例分析和关键因素分析等方法对DT移动公司营销渠道进行研究。其中，采用文献研究法对营销渠道理论进行分析，采用案例分析、关键因素分析法等对DT移动公司渠道现状进行分析。论文包括六个部分：第一部分为引言，说明本文的研究背景、研究目的、研究思路、研究方法及本文的研究框架；第二部分为相关理论回顾，主要介绍了市场营销环境理论、营销策略理论和渠道理论等内容，为本文的研究提供强有力的理论支撑；第三部分为中国电信行业发展现状及环境分析，通过电信行业概况及电信业渠道模式的发展方向，总结出电信业渠道模式正向三个方向发展：渠道营销重点趋向于“售后”、渠道成员关系趋向于“合作伙伴型”、销售渠道结构由“金字塔”型向“扁平化型”转变，同时国外营销模式的借鉴及相关渠道理论为后面三部分的分析和论述做好了铺垫；第四部分为DT移动公司营销渠道的发展历程及现状分析；第五部分为DT移动公司渠道营销策略分析，通过移动产品、移动资费、促销策略和渠道诊断四个方面对DT移动公司营销渠道进行分析，总结出了DT移动公司营销渠道现在运营模式中存在的八个主要问题；第六部分为DT移动公司营销策略的实施保障措施，作者经分析提出通过增强“中国移动”品牌意识和危机意识，建立有效的绩效考核机制，推进渠道转型（推进自有营业厅又服务型向营销服务型转型）、加强渠道管理、加快网络建设等措施，为DT移动公司营销渠道策略的实施提供保障。本文使用市场营销、渠道运营管理等相关理论对DT移动营销渠道进行研究，总结出DT移动公司营销渠道存在的主要问题，并且在分析的基础上，提出了DT移动下一时期营销渠道的优化策略。本文从三个方面对此进行了阐述：第一，DT移动公司要持续给客户提供高质量的服务、高质量的网络来提升客户的满意度，以服务领先带动业务领先，保持品牌优势，同时，延伸社会渠道，完善自有渠道，促进DT移动公司高价值业务的发展；第二，强化渠道管理，提高员工及社会渠道服务人员业务技能； 第三，为渠道做好业务支撑和服务支撑，科学规划、有效培训、合理分配各种资源，以提高渠道满意度，进而提升品牌满意度。本文既有理论分析，也有对DT移动大量真实数据的实证研究，结论具有很强的实用意义和可操作性，对DT移动未来营销渠道建设和管理工作具有较强的指导意义，也为提高其核心竞争力提供了一定的参考依据。
英文摘要：	After entering in twenty-first century, China telecom industry reform continued to deepen, the rapid development of DT Mobile Corporation. However, along with the mobile communication industry gradually transition from a seller's market to a buyer's market, the market competition is also covered by the network, price competition to channel competition, especially in the country again reorganization of the telecom industry, due to the internal and external environment change, DT Mobile Corporation in the pressure of competitors all business operations and cable coverage next, channel development needs scientific planning, so the establishment of efficient marketing channel system has become the main way to improve the core competitiveness of DT Mobile Corporation, this paper studies the marketing channels strategy of DT Mobile Corporation. In this paper, the analysis of key factors of DT Mobile Corporation marketing channel through literature research, case analysis and so on. For specific, using the literature research method to analyze the marketing channel theory, and using case analysis method to analyze DT Mobile Corporation’s channel status. This paper is divided into six parts: the first part is the introduction, explains the research background, research purpose, research framework and research methods in this paper. The second part is the review of the related theories, this part introduces the evolution of the theory of marketing channel, the marketing environment, marketing strategy theory and marketing channel theory, to provide a strong theoretical support for this study; The third part is the analysis of the development status and environment of China telecom industry, the telecom industry development direction of telecom channel models, at the same time, foreshadowing foreign marketing model and related channel theory as analysis and discusses the three part of the fourth part of the analysis of development behind; for DT Mobile Corporation marketing channel's history and current situation, first introduced the DT Mobile Corporation survey, including: business channel profile and market management framework, the three operators; Fifth part is the analysis of DT Mobile Corporation channel marketing strategy, through the analysis of mobile products, mobile tariff, promotion strategy and channel diagnosis in four aspects of DT Mobile Corporation marketing channel, summarize eight main problems of DT Mobile Corporation marketing channel now operation mode of existence; the sixth part is the measures to ensure the implementation of marketing strategies of DT Mobile Corporation, the author puts forward through the enhancement of "China Mobile" brand consciousness and crisis consciousness, the establishment of an effective performance appraisal system and the building of enterprise culture, promote the channel transition promote the own office and service to marketing service transition), to strengthen the channel management, accelerate the network construction, provides the safeguard for the implementation of DT Mobile Corporation marketing channel strategy. In this paper, the use of marketing, channel management and other related theory to study the channel of DT mobile marketing, summed up the main problems existing in the DT Mobile Corporation marketing channels, and on the basis of the analysis, put forward optimization strategy during the period of marketing channel of DT mobile a. This paper from three aspects elaborated: one is to optimize the channel system, two is to deepen the channel management, three is to do a good job of business support and service support for channel. In this paper, both theoretical analysis, there are a large number of real data of empirical research on DT, the conclusion has the very strong practical significance and maneuverability, has a strong guiding significance for future marketing channel construction and management of DT mobile, but also provides reference for improving its core competitiveness.
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