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Research on Design and Management Model of Marketing Channel in Telecommunition Enterprises

Author: DaiRong
Tutor: WangChangFeng
School: Beijing University of Posts and Telecommunications
Course: Management Science and Engineering
Keywords: Marketing channels Channel structure Opportunities Channels of cooperation Conflict
CLC: F626
Type: Master's thesis
Year: 2010
Downloads: 156
Quote: 2
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Abstract


With the globalization of the economy and market competition increasingly fierce , the survival environment has undergone a revolutionary change , and competition from the traditional competition between enterprises turned to the competition between the whole of the marketing channels , marketing channels becoming enterprise development lifeline. For the telecommunications industry , competition in the marketing channels will become the main focus of competition in the telecommunications market , telecom operators need to compete for resources and retaken , only the success of the marketing channel design and management to the telecommunications enterprises with competitive differentiation advantage. This paper adopted a method of literature research and case analysis combined marketing channel construction to a company in the telecommunications industry as a sample , and the completion of the company's marketing channel design and management mode applied research . A company in the telecommunications industry is currently operational efficiency of marketing channels in customer coverage , the product path design , sales strategies and modes of cooperation and business opportunities to create and manage the factors of restricting the development of channels . Customer markets covered by the marketing channels , product selection and functional positioning of the channel access is not clear enough , and reasonable. Some performance appraisal indicators design failed to fully mobilize the enthusiasm of the channel members . Direct sales channels and channels of cooperation between the conflict remains high , it is difficult to do the the Heli marketing . Channels of cooperation with two management methods , the lack of long-term planning . Channel members is not enough emphasis on business opportunities , opportunities filing process , no opportunity management . In this paper, based on the current situation of the company , a marketing channel design and management of operational strategies and programs to make innovation in the design of the performance appraisal indicators , the introduction and management of marketing channel management settings , channels of cooperation modes and opportunity management processes , consolidate and enhance the optimization of the company's existing marketing channels , has a higher value , and also has important practical significance for the operation of the other companies in the telecommunications industry as well as other industry marketing channels .

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