竞争背景下电信企业营销渠道体系的构建

Telecom enterprises' construction of marketing channels under the background of competition

本文以电信企业营销渠道建设为主线,结合湖南省电信公司的实践,从建立自营渠道体系、代营渠道体系、联营渠道体系三个大的方面,详尽地分析了如何建立全覆盖的、立体式的电信营销渠道体系。包括大客户营销服务、营维合一、农村支局代办、综合客户服务平台、特许经营、虚拟经营、窗口营销、电信超市等。通过研究,本文旨在对电信企业建设、管理营销渠道带来启发和裨益。

Taking the marketing - channel construction of telecom enterprises as the key threacl and combining the practice of the Hu' nan Telecom Corporation, this paper analyzes the ways to build a whole - range and multi - type telecom marketing - channel system in detail from three aspects: building the self- marketing channels system, the commission - marketing channels system and the combined- marketing channels system, including the mass customers sales service, the sales and maintenance unity, the rural branch office agency, comprehensive customer service platform, franchise marketing, virtual marketing, the telecom traditional business lobby, the telecom supermarket, etc. Through research, this paper is bringing inspiration and benefit to telecom enterprises' construction and management of marketing channels.