论文部分内容阅读
本文阐述了电信营销渠道的基本理论,分析了我国电信行业已经建立的四大营销渠道现状以及存在的问题:营销渠道功能不健全、渠道结构存在缺陷、渠道发展不规范等。提出改进的建议:营销渠道建设要以为客户提供优质电信服务为原则;充分发挥自营渠道的作用;加强渠道管理,建立有效的营销渠道考核及激励机制;建立个性化的渠道体系。
This paper describes the basic theory of telecom marketing channel, analyzes the current situation and existing problems of the four marketing channels that telecom industry in China has established: the function of marketing channel is not perfect, the channel structure is flawed and the channel development is not standardized. Put forward suggestions for improvement: the construction of marketing channels should be based on the principle of providing high-quality telecommunications services to customers; give full play to the role of self-owned channels; strengthen channel management and establish effective marketing channel assessment and incentive mechanisms; and establish a personalized channel system.