市场营销毕业设计（论文）-广西防城港市电信分公司营销渠道建设与管理的探讨[精品].doc

北京邮电大学网络教育学院 毕 业 设 计 设计（论文）题目： 广西防城港市电信分公司营销渠道建设与管理的探讨 入学年月 2006年9月 姓 名 学 号 　 专 业 市场营销 所属科站 广西函授站 指导教师 完成日期 2008年 05 月 22 日 摘要 市场营销中渠道的重要性不言而喻，有人甚至说“市场营销渠道为王”。对于为公众服务的电信运营企业而言，渠道是业务发展的阵地，是服务客户的窗口。随着行业政策的变化和信息技术的进步，电信运营企业正不断深入推进企业转型，渠道在市场中扮演着越来越重要的角色。营销渠道的建设十分重要，其效率直接影响公司整体业绩。目前通信运营商提供的业务差异不大，业务功能容易被替代，价格策略又容易被竞争对手模仿，营销渠道已经成为其保持优势的战略性资源，因此，营销渠道创新已成为通信运营商研究探讨的重要问题。 关键词： 营销渠道 中国电信 创新　市场　支撑 Abstract Marketing channels in the importance of self-evident, some people even said that marketing channels is the King. For public service enterprises, telecom carriers, the channel is the business development position, is the customer service window. With the trade policy changes and advances in information technology, telecommunications companies are operating continuously in-depth restructuring of enterprises, channels in the market playing an increasingly important role. The importance of building marketing channels, its direct impact on the efficiency of the companys overall performance. At present communication operators to offer little difference in the business, business functions easily be replaced, pricing strategy also easy to imitate competitors, has become a marketing channel to maintain its advantage of strategic resources, therefore, innovation has become a marketing channel communications operators to study The important issues. Key words: marketing channels for Chinas telecommunications market innovation support  目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc199831018 摘要 PAGEREF _Toc199831018 \h 2 HYPERLINK \l _Toc199831019 Abstract PAGEREF _Toc199831019 \h 3 HYPERLINK \l _Toc199831020 一　引言 PAGEREF _Toc199831020 \h 5 HYPERLINK \l _Toc199831021 （一）课题研究的背景 PAGEREF _Toc199831021 \h 5 HYPERLINK \l _Toc199831022 （二）课题研究的意义 PAGEREF _Toc199831022 \h 6 HYPERLINK \l _Toc199831023 二 营销渠道概述 PAGEREF _Toc199831023 \h 7 HYPERLINK \l _Toc199831024 （一）营销渠道的内涵 PAGEREF _Toc199831024 \h 7 HYPERLINK \l _Toc199831025 （二）营销渠