Abstract

This paper studies the use of standardized methods of case studies. Full-text is divided into five parts: First, we discuss the 3G era, the impact of the domestic telecom operators. Secondly, the methods and role of marketing channels to do a simple introduction. Again, the definition and development of the history of 3G to elaborate. The fourth part of China Mobile proposed the need for integration of existing marketing channels, including channel status, characteristics and shortcomings. The fifth part, and then move to China to make the internal structure and external environment, SWOT analysis, and pointed out that China Mobile 3G services from the opportunities and threats. Finally, the above analysis, summarized China Mobile 3G service Suggestions marketing channel control.

  Marketing channel management is part of the system can not be ignored, and only on the effective management of marketing channels to usher in 3G attraction.

Key words:Marketing Channels;3^rd Generation; Channels Control

目    录

1 引言………………………………………………………………………………1

1.1 研究背景………………………………………………………………………1

1.2 研究意义………………………………………………………………………1

2 渠道管理的理论研究………………………………………………………2

2.1  渠道管理的定义…………………………………………………………………2

2.2  渠道管理的方法和内容………………………………………………………2

2.2.1渠道管理方法……………………………………………………………2

2.2.2渠道管理内容……………………………………………………………3

3 中国移动3 G…………………………………………………………………3

3.1业务简介………………………………………………………………………3

3.2 3G的发展历程………………………………………………………………3

4 内外主导通信运营商渠道建设经验及其启示………………………4

4.1 国外主导通信运营商渠道建设经验[1]…………………………………4

4.2 国内主导通信运营商渠道建设经验…………………………………6

4.2.1中国电信的营销渠道…………………………………………………6

4.2.2中国联通营销渠道……………………………………………………6

5 中国移动3G业务营销渠道管理的现状及不足点………………7

5.1 中国移动渠道体系现状…………………………………………7

5.1.1直销渠道………………………………………………………………7

5.1.2实体渠道…………………………………………………………………7

5.1.3电子渠道…………………………………………………………………8

5.1.4普通代理渠道……………………………………………………………8

5.1.5增值合作渠道……………………………………………………………8

5.2 移动公司营销渠道存在的问题…………………………………………8

5.2.1渠道秩序不佳,导致整体渠道掌控力度不足……………………8

5.2.2渠道冲突明显……………………………………………………………8

5.2.3社会营销渠道中代理商选取过程不规范…………………………8

5.2.4移动公司多采取传统的“坐商”经营模式…………………………9

5.2.5移动公司与代理商缺乏紧密关系…………………………………9

5.2.6渠道覆盖面比较单一…………………………………………………9

5.2.7渠道管理理念需要改进………………………………………………9

6 中国移动3G业务SWOT分析…………………………………………9

6.1 优势分析（strengths）…………………………………………………9

6.2 劣势分析(weaknesses)…………………………………………………10

6.3 机遇分析(opportunities)……………………………………………10

6.4 威胁分析(threats)………………………………………………………11

7 中国移动3G业务渠道管理的相关建议…………………………13

7.1 建立高效自有渠道  ……………………………………………………13

7.2在代理机制中,合理制定、严格控制代理价格体系…………………13

7.3 提高营销渠道销售能力,正确处理与中间商的关系,充分发挥渠道成员的协同作用…………13

7.4提供差异化的渠道体系……………………………………………………13

7.5 做好渠道鼓励  ……………………………………………………………10

7.6 深入理解移动分销渠道的实质，做好渠道的定位，解决渠道间的冲突………………14

7.7重视营销人才队伍建设，实行竞聘上岗，建立健全激励机制……………………………14