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1、關(guān)于太原移動分公司營銷渠道建設(shè)與管理的探討摘要營銷渠道是一個制造商的產(chǎn)品流向消費者的渠道,作為聯(lián)系生產(chǎn)者與消費者關(guān)系的市場營銷渠道,好比是“產(chǎn)銷鴻溝”上的一座橋梁,既承載著產(chǎn)品實體的配送與貯存功能,也承載著信息流動、融資、促銷、服務(wù)、分散風(fēng)險等多種功能。因此,對營銷渠道的建設(shè)和維護是非常重要的。而太原移動的現(xiàn)有營銷渠道存在一些問題,如網(wǎng)點布局還不盡合理,服務(wù)還未真正深入等,為提高太原移動營銷渠道應(yīng)對競的能力,迫切需要進一步加強營銷渠道的建設(shè)和管理。本文研究了國內(nèi)外營銷渠道的現(xiàn)狀,并對此加以歸納總結(jié),運用營銷渠道的相關(guān)理論,全面分析了太原移動分公司營銷
2、渠道模式存在的一些問題。在此基礎(chǔ)之,對太原移動通信分公司營銷渠道的建設(shè)和管理分別進行了論述。提出了渠道建設(shè)的基本原則,并結(jié)合太原地區(qū)特點及太原移動主要渠道模式為自辦廳、指定專營店、普通代理店、社區(qū)服務(wù)站和村級服務(wù)站等,通過矩陣分析法及典案例分析法,對太原移動營銷渠道提出了優(yōu)化規(guī)劃布局方案,并對不同的營銷渠道根據(jù)實際情況采取了相應(yīng)的管理手段,建立渠道經(jīng)營管理分析系統(tǒng)等渠道管理控制措施。關(guān)鍵詞:太原移動通信,營銷渠道建設(shè),營銷渠道管理34ABSTRACTtelecomoperatorshavebeenwidelyrecognizedtheimportan
3、ceofmarketingchannelconstructionandmanagementtoenterpriseswhichhasalsobecomeahottopic.Facingtotherapidlychangingmarketsandintensifiedcompetition,asacarrierbetweenproductsandconsumers,marketingchannelshasalsobeinganimportantmeansandlong-termstrategytoenhancetheenterprises’coreco
4、mpetence.However,Tyuanmobilemarketingchannelexistssomeproblems,suchasnetworklayoutisunreasonableandtheserviceisn’tgoodenoughetc.,inordertoimproveTyuanmobilemarketingchannel’corecompetence,itisurgentneededtofurtherstrengthentheconstructionandmanagementofmarketingchannels.Researc
5、hingandanalyzingthestatusofmarketingchannelsabroadandhome,thispaperadoptingthetheoryofmarketingchannelsanalyzedexternalenvironmentandtheexistingproblemsinmarketingchannelsmodelinTyuanmobilecompanyandsoon.OnthisbasistheconstructionandmanagementofmarketingchannelsinTyuanmobilecom
6、panywerediscussed.Firstly,thebasicprinciplesofchannelconstructionwasputforward,combiningthecharacteristicsofmountainsinTyuanandthemainmodelsofTyuanmobilemarketingchannelwhichcontainedself-controlledhall,thedesignatedspecialtystores,generalagent,communityservicestations,services
7、tationsandothervillage-levelmodel,throughthematrixanalysismethodandtypicalcasestudy,thedetailedplanningofTaiyuanmobilemarketingchannelswasfurtherdesigned,andlayoutplanwasbroughtforward.Thenthemeasureofmanagingandcontrollingthechannelwasconstructedsuchasthechanneloperationalanal
8、yzingsystem.Keywords:Taiyuanmobilecompany,marketingcha