怀化电信政企渠道管理优化研究工商管理专业论文.docx

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1、ABSTRACTWith the continuous development of science and technology and the improvement of people,s living standards, eople,s demand for communication services is constantly upgrading, as same as the personalized demand. In the process of development of triple lay and nIntemet +，the channel of China T

2、elecom Huaihua branch ,s government and enterprise marketing is confronted with unprecedented competitive challenges from Huaihua Mobile, Huaihua Unicom, Huaihua Broadcasting, virtual operators and internet companies. Being faced with such fierce competition in the market, the channel of China Telec

3、om Huaihua branch rs government and enterprise marketing needs to enhance their business development and drive revenue growth through its own management optimization.In this paper, based on the theory of channel management, I analysis in-depth the channels1 structure, members, products, and services

4、 of the channel of China Telecom Huaihua branchs government and enterprise marketing, and discovered that there are many issues, for example, the market segment in the channel is not complete, the online channel is underdeveloped, the channel members lack collaboration, business development is exces

5、sively depend on basic products and so on. According to the channel control and channel relationships, and combined with the spirit of eighteen session of deepening reform state-owned enterprises5 requirements and the strategies for China Telecom to draw a small contracting business unit, I propose

6、an optimization scheme for the channels structure, membership management, product management and service management of the channel of China Telecom Huaihua branch rs government and enterprise marketing. Optimization program would be divided into three phases, which are infrastructure, capacity build

7、ing and business innovation. In addition, I develop a detailed implementation of norms in the implementation process, and make some specific job requirements for channel members. By strengthen the management and control in details, update services, make innovations and improve service quality, reali

8、zing the sustainable and fast development of the channel of China Telecom Huaihua branchs government and enterprise marketing.Through theoretical and empirical analysis, I obtained the following conclusions: (1) State-owned enterprise reform must keep up with the pace of market development. The chan

9、nel management optimization of China Telecom Huaihm branchs government and enterprise marketing is a management innovation initiative of China Telecom Huaihua branch, in order to cope with the severe market competition environment. (2) Marketing channels will become increasingly important. By optimi

10、ze marketing channels, the channel of China Telecom Huaihua branchs government and enterprise marketing can achieve expansion of the market, and actively exploring the blue ocean market, based on this, the enterprise can bring more profits. (3) How to effectively use channel control is the key issue

11、 of channel management, the channel of China Telecom Huaihua branch ,s government and enterprise marketing through the improvement of management practices, combined with the distribution of benefits, can effectively manage the channel members. (4) Channel relationship is very important for the long-

12、term stable development of the channel. The channel of China Telecom Huaihua branch ,s government and enterprise marketing takes proactive strategies which would avoid weaknesses, can achieve stable development of the channel after the channel optimization and stable relationship.Key Words: China Te

13、lecom Huaihua branch; the channels of government and enterprise marketing; management optimization摘要IABSTRACTIII第一章绪论1Ll研究背景与意义1LLl研究背景 1LL2研究意义11.2国内外研究综述21.2.1 国外研究综述2122国内研究综述3L3研究方法与思路5第二章渠道管理理论基础62.1 渠道管理理论概述62.2 渠道控制与关系管理理论72.2.1 渠道控制理论72.2.2 渠道关系理论8第三章怀化电信政企渠道管理现状与问题H3.1怀化电信政企渠道管理现状113 .L1怀化电

14、信政企渠道简介.114 .1.2怀化电信政企渠道的重要性133.2 怀化电信政企渠道市场环境分析13321宏观环境分析133.2.2 行业环境分析;163.2.3 竞争对手分析163.3 怀化电信政企渠道管理问题分析181.1.1 道结构分析181.1.2 渠道成员分析 181.1.3 渠道产品分析 19334渠道服务分析203.4怀化电信政企渠道管理优化的必要性20第四章怀化电信政企渠道管理优化路径与策略224.1 渠道结构优化 224.1.1 渠道市场细分优化224.1.2 渠道成员结构优化234.2 成员管理优化24421 “1+1+1Sr营销管理优化254.2.2渠道协同营销模式优化2

15、64.3 产品管理优化27431行业应用产品优化:274.3.1 ICT项目优化284.3.2 商务宽带产品优化 294.4 服务管理优化294.4.1 服务质量管控优化304.4.2 服务价值提升优化31第五章怀化电信政企渠道管理阶段性优化方案325.1 基础建设阶段325.1.1 渠道资料清理325.1.2 管理制度完善 335.2 能力提升阶段365.2.1 渠道建设能力提升365.2.2 营销组织能力提升375.2.3 营销服务技能提升385.3 业务创新阶段 40第六章结论42参考文献44致谢46湖南师范大学学位论文原创性声明47湖南师范大学学位论文版权使用授权书47第一章绪论I .1研究背景与意义1.1.1 研究背景自古以来技术革命一直改变着人们的生活习惯，随着“三网融合”的不断推进, 4G网络和互联网应用开始广泛应用于人们的日常生活中。在通信领域中，怀化 电信面临着怀化移动、怀化联通、怀化广电和虚拟运营商带来的巨大压力；在“互 联网+”这一蓝海市场中，怀化电信与互联网企业展开了激烈的竞争。不断加剧的 市场竞争和人们日益增长的通信需求对怀化电信政企渠道服务内容的更新和服 务能力的提升，提出了非常高的要求。近些年，怀化电信的移动市场占有率一直 低于怀化移动和怀化联通，特别在政企市场中，怀化电信政企渠道一直受到其它 运营商政企渠道和互