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1、......關(guān)于移動(dòng)分公司營(yíng)銷渠道建設(shè)與管理的探討摘要營(yíng)銷渠道是一個(gè)制造商的產(chǎn)品流向消費(fèi)者的渠道，作為聯(lián)系生產(chǎn)者與消費(fèi)者關(guān)系的市場(chǎng)營(yíng)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(shí)體的配送與貯存功能，也承載著信息流動(dòng)、融資、促銷、服務(wù)、分散風(fēng)險(xiǎn)等多種功能。因此，對(duì)營(yíng)銷渠道的建設(shè)和維護(hù)是非常重要的。而移動(dòng)的現(xiàn)有營(yíng)銷渠道存在一些問(wèn)題，如網(wǎng)點(diǎn)布局還不盡合理，服務(wù)還未真正深入等，為提高移動(dòng)營(yíng)銷渠道應(yīng)對(duì)競(jìng)的能力，迫切需要進(jìn)一步加強(qiáng)營(yíng)銷渠道的建設(shè)和管理。本文研究了國(guó)外營(yíng)銷渠道的現(xiàn)狀，并對(duì)此加以歸納總結(jié)，運(yùn)用營(yíng)銷渠道的相關(guān)理論，全面分析了移動(dòng)分公司營(yíng)銷渠道模式存
2、在的一些問(wèn)題。在此基礎(chǔ)之，對(duì)移動(dòng)通信分公司營(yíng)銷渠道的建設(shè)和管理分別進(jìn)行了論述。提出了渠道建設(shè)的基本原則，并結(jié)合地區(qū)特點(diǎn)及移動(dòng)主要渠道模式為自辦廳、指定專營(yíng)店、普通代理店、社區(qū)服務(wù)站和村級(jí)服務(wù)站等，通過(guò)矩陣分析法及典案例分析法，對(duì)移動(dòng)營(yíng)銷渠道提出了優(yōu)化規(guī)劃布局方案，并對(duì)不同的營(yíng)銷渠道根據(jù)實(shí)際情況采取了相應(yīng)的管理手段，建立渠道經(jīng)營(yíng)管理分析系統(tǒng)等渠道管理控制措施。關(guān)鍵詞：移動(dòng)通信，營(yíng)銷渠道建設(shè)，營(yíng)銷渠道管理...專業(yè)........ABSTRACTtelecomoperatorshavebeenwidelyrecognizedtheimportanceofma
3、rketingchannelconstructionandmanagementtoenterpriseswhichhasalsobecomeahottopic.Facingtotherapidlychangingmarketsandintensifiedcompetition,asacarrierbetweenproductsandconsumers,marketingchannelshasalsobeinganimportantmeansandlong-termstrategytoenhancetheenterprises’corecompetence
4、.However,Tyuanmobilemarketingchannelexistssomeproblems,suchasnetworklayoutisunreasonableandtheserviceisn’tgoodenoughetc.,inordertoimproveTyuanmobilemarketingchannel’corecompetence,itisurgentneededtofurtherstrengthentheconstructionandmanagementofmarketingchannels.Researchingandana
5、lyzingthestatusofmarketingchannelsabroadandhome,thispaperadoptingthetheoryofmarketingchannelsanalyzedexternalenvironmentandtheexistingproblemsinmarketingchannelsmodelinTyuanmobilecompanyandsoon.Onthisbasisthe...專業(yè)........constructionandmanagementofmarketingchannelsinTyuanmobileco
6、mpanywerediscussed.Firstly,thebasicprinciplesofchannelconstructionwasputforward,combiningthecharacteristicsofmountainsinTyuanandthemainmodelsofTyuanmobilemarketingchannelwhichcontainedself-controlledhall,thedesignatedspecialtystores,generalagent,communityservicestations,servicest
7、ationsandothervillage-levelmodel,throughthematrixanalysismethodandtypicalcasestudy,thedetailedplanningofTaiyuanmobilemarketingchannelswasfurtherdesigned,andlayoutplanwasbroughtforward.Thenthemeasureofmanagingandcontrollingthechannelwasconstructedsuchasthechanneloperationalanalyzi
8、ngsystem.Keywords:Taiyuanmobilecompany,m
