云南某移动社会渠道整改研究

Research on Reform of Social Channels of X Mobile Company

营销渠道是电信运营商的重要战略资源,渠道为王的时代,得渠道者得天下。本文首先对某移动社会渠道的现状和现有评价体系进行了分析,将社会渠道评价体系由单一的定量评价扩展为定量与定性相结合的评价体系,且将评价对象进行了重新分类,打破了原有社会渠道评估体系的局限;然后运用新评价体系对社会渠道的渠道商进行了更为完善的评估,根据评估结果总结了各渠道现有的优势以及待改善之处;最后为各渠道商提供了渠道整改的建议。

The marketing channels play a great role in mobile development,especially in the severe competition circumstances.Current social marketing channels and present assessment system of X Mobile Company are analyzed.Unitary quantitative assessment has been extended to qualitative and quantitative assessment and assessment objects are redefined in order to break the limitation of the original assessment system in social marketing channels.By evaluating social channel members through applying the new assessment system,the advantages and disadvantages of respective marketing channels are summarized.Finally,reform suggestion is put forward for social marketing channels of X Mobile Company.