文档介绍：上海交通大学
硕士学位论文
上海电信营销服务渠道建设策略
姓名:顾瑾
申请学位级别:硕士
专业:工商管理
指导教师:周颖
20080601
上海电信营销服务渠道建设策略

摘要

20 世纪末,通信行业的垄断被打破。先后出现的六大运营商,从
产品竞争到价格竞争,从技术竞争转向渠道竞争,竞争态势愈演愈烈。
作为产品销售与客户服务重要环节的营销服务渠道建设也成为了各大运
营商打造企业核心竞争力的关注焦点。
本文从论述选题的背景和意义入手,回顾了通信行业体制改革及相
应的渠道发展与演变历程,研究了行业内主要运营商的营销服务渠道建
设情况。在此基础上,回顾了上海电信营销服务渠道的发展历程,分析
了渠道运行过程中存在的主要问题及原因,并根据上海电信营销服务渠
道建设战略,提出了一些建设性的营销服务渠道建设策略。
通过论文研究,发现上海电信的营销服务渠道建设,仍将是赢得企
业核心竞争力的关键因素。其中,四大渠道的整合服务是营销服务渠道
建设的根本;四大渠道各自职能的清晰界定与优化是营销服务渠道建设
的重点;四大渠道中的自有渠道,特别是直销渠道的作用强化,来满足
未来更广泛的差异化需求,则是营销服务渠道建设的发展方向。
通信行业内的又一次体制改革,将于 2008 年正式出台。届时,三
大运营商全业务经营所形成的同质竞争格局,将会引发更为激烈的行业
竞争。而上海电信营销服务渠道的建设也需要做进一步的研究与探讨。

关键词:上海电信, 营销服务,渠道

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THE REGULATING STRATEGY OF SALES AND
SERVICE CHANNEL OF SHANGHAI

ABSTRACT

The monopoly on munication broke in the end of 20th century.
Accordingly, the petition situation is growing tougher from
product to price, from technology to channel between six Service
Providers. The sales and service channel, as a significant part in the system
from sales to service, has been the focus of regulating petitiveness
in Service Providers.
This thesis analyzed the background and circumstance of the sales and
service channel in Shanghai first, reviewing the institutional reform
in munication industry and evolutionary course in channels, to
discuss the situation of channel construction of major Service
Providers munication industry. On that basis, this thesis looking back
on the development history in Shanghai ’s regulating sales and
service channel, to find the major problems during operation. Also making
constructive suggestion in regulating channels considering the strategy of
Shanghai .
By means of research, this thesis proposes Shanghai ’s
regulating strategy of sales and service channel is still the key factor to make
up the petitiveness of pany. Among direct channel, physica