移動(dòng)村級(jí)營(yíng)銷渠道建設(shè)研究

16000字

【摘要】隨著移動(dòng)通信業(yè)務(wù)市場(chǎng)的迅速發(fā)展，運(yùn)營(yíng)商之間已開(kāi)始由網(wǎng)絡(luò)技術(shù)、價(jià)格等方面的競(jìng)爭(zhēng)，逐漸演變到渠道和終端方面的競(jìng)爭(zhēng)。因而，營(yíng)銷與客戶服務(wù)的渠道已經(jīng)成為打造移動(dòng)通信運(yùn)營(yíng)商企業(yè)核心競(jìng)爭(zhēng)力的關(guān)鍵因素之一。各移動(dòng)通信運(yùn)營(yíng)商也通過(guò)各種方式積極構(gòu)建自身營(yíng)銷渠道，并且在城市地區(qū)已建成相對(duì)完善的營(yíng)銷體系，但在廣大的村級(jí)市場(chǎng)還缺少相應(yīng)的渠道建設(shè)。村級(jí)營(yíng)銷渠道的缺失不利于提高企業(yè)的市場(chǎng)占有率以及顧客的滿意度。
本文主要是先對(duì)連云港市移動(dòng)有限公司在村級(jí)營(yíng)銷渠道的建設(shè)現(xiàn)狀展開(kāi)調(diào)查和描述，根據(jù)先期的調(diào)查分析出連云港市移動(dòng)公司在村級(jí)營(yíng)銷渠道建設(shè)方面存在的問(wèn)題，連云港市移動(dòng)公司是連云港地區(qū)主要的通信運(yùn)營(yíng)商之一，在城市的市場(chǎng)上，該公司已經(jīng)建立起一套完善的、多層次的營(yíng)銷渠道，并且已經(jīng)取得了不錯(cuò)的市場(chǎng)份額。但是在村級(jí)市場(chǎng)上，由于村級(jí)市場(chǎng)的特點(diǎn)以及公司運(yùn)作等方面的原因，連云港市移動(dòng)公司在村級(jí)市場(chǎng)的營(yíng)銷渠道建設(shè)上還存在著很多不足的地方，公司在村級(jí)市場(chǎng)的實(shí)體店未實(shí)現(xiàn)完全覆蓋，電子充值的手段宣傳力度不夠，在村級(jí)消費(fèi)者中使用率不高，并且在村級(jí)市場(chǎng)存在著重銷售、輕服務(wù)的現(xiàn)象。這些問(wèn)題會(huì)導(dǎo)致連云港市移動(dòng)公司在村級(jí)市場(chǎng)的顧客滿意度下降，在城市市場(chǎng)趨于飽和的情況下，不利于公司展開(kāi)“深耕”策略，開(kāi)拓村級(jí)市場(chǎng)，提高連云港市移動(dòng)公司的市場(chǎng)占有率以及公司的品牌競(jìng)爭(zhēng)力。針對(duì)這些問(wèn)題，在充分的調(diào)研的基礎(chǔ)上，公司需要重視村級(jí)市場(chǎng)營(yíng)銷渠道的建設(shè)，確保“一村一點(diǎn)”政策的實(shí)現(xiàn)，加大對(duì)于村級(jí)營(yíng)銷人員的培訓(xùn)和約束的力度，并且展開(kāi)定期的宣傳活動(dòng)，讓村級(jí)消費(fèi)者更好的使用連云港移動(dòng)公司的電子營(yíng)銷渠道，以便于提高村級(jí)市場(chǎng)顧客的滿意度，搶占并且提高連云港移動(dòng)公司在村級(jí)市場(chǎng)的占有率，最終使公司在激烈的市場(chǎng)競(jìng)爭(zhēng)中取得優(yōu)勢(shì)。

【關(guān)鍵詞】 營(yíng)銷渠道；移動(dòng)通信，農(nóng)村市場(chǎng)；渠道優(yōu)化

Lianyungang mobile village-level research marketing channel construction
Abstract：With the rapid development of mobile communication service market, operators have started by the network technology, the respect such as price competition, competition gradually evolved into the channel and terminal. Thus, the channel marketing and customer service has become to build mobile operators one of the key factors of enterprise core competitiveness. Each mobile operator also through a variety of ways to actively construct their own marketing channels, and in the cities and the villages and towns district has established a relatively perfect marketing system, but also in the village region lack the corresponding channel construction. The village, the lack of marketing channel is not conducive to improve enterprise's market share and customer satisfaction。
This article took a survey on the Lianyungang mobile village-level research marketing channel .This article found some problems through this survry. The company is one of the leading telecommunications operator in the region. In urban areas, the company has established a perfect marketing channels, and occupy a good market share. In the village-level market, due to the characteristics of village market and the company's strategy, the company had some problems in the marketing channel construction of the market. The store is not fully cover all places, and some good store service awareness, electronic recharge rate is not high. These problems lead to decreased customer satisfaction, it was bad to improving market share. To solve these problems, First, the company must pay attention to village-level market, and virtually every village must has a physical store, and secondly, the company must increase training for relevant personnel. and Improve the utilization of electronic channels. Through the measures above, Companies can increase market share in the village level, and they can enhance the competitiveness in Communications industry .

Key words：Marketing channels; Mobile communication, the rural market;
Channel optimization

目錄
摘要 1
Abstract： 3
第1章 緒論 6
1.1研究的背景和意義 6
1.1.1研究的背景 6
1.1.2研究的目的和意義 7
1.2研究思路與方法 8
1.2.1研究的思路 8
1.2.2研究的方法 8
第2章 相關(guān)理論研究綜述 10
2.1 營(yíng)銷渠道的相關(guān)概念 10
2.1.1 營(yíng)銷渠道的內(nèi)涵 10
2.1.2 營(yíng)銷渠道的結(jié)構(gòu) 10
2.1.3 營(yíng)銷渠道的管理 11
2.2服務(wù)意識(shí)的相關(guān)概念 12
2.2.1 服務(wù)意識(shí)的內(nèi)涵 12
第3章 連云港移動(dòng)村級(jí)營(yíng)銷渠道建設(shè)現(xiàn)狀 13
3.1連云港的村行政村概況 13
3.1.1連云港的鄉(xiāng)鎮(zhèn)行政區(qū)位分布 13
3.1.2連云港的鄉(xiāng)鎮(zhèn)人口分布 13
3.1.3連云港的鄉(xiāng)鎮(zhèn)經(jīng)濟(jì)分布 14
3.2連云港移動(dòng)村級(jí)營(yíng)銷渠道建設(shè) 14
3.2.1連云港移動(dòng)現(xiàn)有的村級(jí)營(yíng)銷渠道建設(shè)策略 14
3.2.2連云港移動(dòng)現(xiàn)有的村級(jí)營(yíng)銷渠道 15
3.3連云港移動(dòng)村級(jí)營(yíng)銷渠道建設(shè)成效 16
第4章 連云港移動(dòng)村級(jí)營(yíng)銷渠道存在的問(wèn)題 17
4.1村級(jí)實(shí)體渠道建設(shè)未完全覆蓋 17
4.2 村級(jí)營(yíng)銷渠道重增值、輕服務(wù) 18
4.3經(jīng)濟(jì)上不適合建點(diǎn)的村級(jí)消費(fèi)者缺少接受服務(wù)的渠道. 19
第5章 連云港移動(dòng)村級(jí)營(yíng)銷渠道優(yōu)化策略 20
5.1加快村級(jí)渠道的建設(shè)，力爭(zhēng)達(dá)到一村一點(diǎn)的水平 20
5.2強(qiáng)化村級(jí)渠道的服務(wù)意識(shí)，解決顧客的實(shí)際需求 21
5.3加強(qiáng)電子渠道宣傳力度，提高電子渠道在村級(jí)市場(chǎng)的使用率 22
結(jié) 論 24
致 謝 25
參考文獻(xiàn): 26