移动运营商渠道管理模式及存在问题分析

Channel Management Model of Mobile Carriers and Its Problems

渠道作为营销体系中的重要一环,对移动运营商的发展起着举足轻重的作用。随着国内移动市场竞争的加剧,营销渠道的竞争将成为移动运营商间竞争的焦点。目前,国内两大移动运营商在渠道管理上存在诸多问题,从而影响了其市场拓展。分析了移动运营商渠道管理存在的三个较为突出的问题,并提出了可行的解决方法,从而为移动运营商的渠道管理工作提供思路。

As an important part of marketing system, channel plays a significant role in the development of mobile carriers. While the competition of domestic mobile market is becoming fiercer, competing for marketing channel is going to be the focus among mobile carriers. Many problems existing in channel management of two domestic mobile carriers influence their market developing. This article analyzes three major problems in channel management and brings forward feasible solutions so as to provide working direction for channel management.