中国联通某市分公司营销渠道管理的案例研究

本科论文

中国联通X市分公司营销渠道管理的案例研究

【摘要】 本文重点研究了中国联通X市公司在3G时代背景下，如何选择更加适合3G业务发展的移动业务渠道建设方向。本文将研究重点放在X市通信市场竞争的现状、中国联通X市渠道分析等三方面，结合价值链与渠道的理论，最终明晰得出中国联通X市公司以自有渠道为主的渠道建设方案的结论。目前X市渠道建设存在一定瓶颈，希望本文能够对此有所贡献。

全文分六大部分：第一部分绪论，以论文的背景、研究的思路、方法为主；第二部分为理论综述，主要是梳理和综述价值链、渠道等相关理论；第三部分以研究X市通信市场现状，主要是三大运营商在X市的竞争格局，以及渠道之间的差异等：第四部分研究中国联通x市渠道现状；第五部分提出符合中国联通X公司发展的渠道建设模式；第六部分对本文的研究进行总结与展望。

[Abstract] This paper focuses on China Unicom 3G era in X city context, how to choose more suitable for 3G mobile services business development direction of the channel construction. This article will focus on the X-City the status of

competition in telecommunications market, China Unicom X City channel analysis in three areas, combined with the theory of the value chain and channels, eventually clear conclusion that China Unicom X City-based company's own channels, channel construction program conclusion. Currently there is a certain construction of City X channel bottleneck, I hope this can be a useful contribution.

Text is divided into six parts: the first part of the Introduction to the background papers, research ideas, methods based; second part Theories, mainly sort and review of the value chain, channel and other related theories; third part of the city to study X communications market situation, mainly the three major operators in X city's competitive landscape, and the differences between channels: Part IV of the city channel x status of China Unicom; the fifth part of the proposed development of the company in line with China Unicom X channel construction mode ; Part VI of this research summary and outlook.

【关键词】 营销渠道; 渠道分析; 渠道建设;

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