摘要
随着中国电信行业的重组,具备全业务运营基础条件的新电信、新移动及新联通应时而生。面对相互间极为激烈的市场竞争,营销渠道作为市场开拓的动力核心开始成为运营商争先整合规划的焦点。基于此,文章对中国电信的营销环境进行分析;指出中国电信要适应全业务运营需要发展营销渠道,包括实体渠道、直销渠道、社会渠道及电子渠道;提出了中国电信在全业务运营下营销渠道发展的指导原则和总体定位以及中国电信全业务运营营销渠道的发展策略。
Along with the reconstruction of Chinese telecommunication industry,three new telecommunication organizations with basic total business operation condition such as China Telecom,China Mobile,and China Unicorn come into being.Faced with a mutual extremely dramatic market competition,the marketing channel becomes the focus of the integrated business for the three enterprises.This paper analyzes the marketing environment of Chinese telecommunication,pointing out that China Telecom should be conform the needs of total business operation and develop its marketing channels such as entity channel,direct marketing channel,public channel and electronic channel.The paper,based on total business operation,also puts forth China Telecom＇s guiding principles,general orientation and developing strategy for the development of marketing channel.
出处
《当代经济管理》
2011年第11期55-59,共5页
Contemporary Economic Management
关键词
中国电信
全业务运营
营销渠道
China Telecom
total business operation
marketing channel
