2024年4月12日发(作者：惠普1020打印机驱动怎么下载)

摘要

联通终端公司营销渠道优化策略研究

工商管理 专业

研究生 席位 指导教师 程霞

摘要：近几年来，国内手机终端产业格局发生了很大的变化，经营管理的转

型和诸多难题是摆在电信运营商面前亟待扫清的障碍。由于国资委要求运营商减

少终端补贴、网络制式归一，手机终端进入全网通时代、工信部敦促三大运营商

全面落实“提速降费”政策等因素，致使运营商的话语权在产业链中被渐渐削弱。

运营商终端公司营销渠道策略不佳会直接影响终端的销量，甚至会间接影响运营

商的主营业务。如此一来，这种唇亡齿寒的关系决定了终端公司在集团公司业务

发展中的重要战略地位。如何在移动互联网规模发展的大背景下，整合渠道资源、

优化渠道策略，并以此在激烈的渠道竞争中增强自身的竞争力、巩固运营商渠道

优势，进一步提高企业经营能力，这对运营商终端公司来讲尤为重要。

现阶段，国内外学者对企业营销渠道的研究较少将其放在整个供应链环境下

分析，主要还集中在个体企业或渠道的内部管理方向上。与传统的渠道管理方式

相比，供应链视角的营销渠道管理更为重视构成渠道各环节的成员与企业的合作。

本文试图将营销渠道作为供应链中重要组成部分，通过物流、资金流和信息流三

者协同提升营销渠道的高效运作能力。

本文以联通终端公司为例，基于供应链管理理论提出了全渠道供应链B2B管理

平台与区域直供中心相结合的“平台加中心”集约化运行模式，通过渠道补贴的

完善、建立分级渠道考核制度，尤其是利用大数据技术的分析与应用，对线上信

息流、资金流和物流的业务流程优化；加强用户视觉与心理的研究，提升网站的

用户体验，以及“融合配送模式”对线下物流配送体系优化，将全面提升线上线

下渠道的运转效率。希冀在整个手机终端行业处于颓势的大环境下，通过不断优

化渠道策略，推动5G制式手机的普及，促进行业的发展。

关键词：联通终端公司 供应链 营销渠道 优化策略

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Abstract

Research on Optimization Strategy of Marketing

Channel of Unicom Terminal Company

MBA major

Postgraduate：Xi Wei Supervisor：Cheng Xia

Abstract：In recent years, the pattern of domestic mobile terminal industry has

changed a lot. The transformation of management and many difficult problems are the

obstacles that telecom operators need to clear up. Because of the SASAC requires

operators to reduce terminal subsidies and unify the network type, mobile terminals

enter the era of fitting all kinds of networks，the Ministry of Industry and Information

Technology urges the three major operators to fully implement the policy of

"speed up

and rate reduction" and other factors, which discourse power of operators in the

industrial chain is gradually weakened. The poor marketing channel strategy of the

operator terminal company will directly affect the sales of the terminal, and even

indirectly affect the operator's main business. In this way, "teeth cannot live without

lips", terminal company plays an important strategic role in the group's business

development. How to integrate channel resources and optimize channel strategies in the

context of the scale development of mobile Internet, so as to enhance their

competitiveness in the fierce channel competition, consolidate the channel advantages,

and further improve their business ability is particularly important for operator terminal

companies.

At present, domestic and foreign scholars' research on enterprise marketing

channels less focused on the analysis of the whole supply chain, and mainly focused on

the individual enterprises or inner management direction of channels. Compared with

traditional channel management, marketing channel management from the perspective

of supply chain pays more attention to the cooperation between members and

enterprises in each link of the channel. This paper attempts to take marketing channel as

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