DG移动家庭市场营销渠道建设与管理研究

华中科技大学硕士学位论文DG移动家庭市场营销渠道建设与管理研究姓名：张鹏申请学位级别：硕士专业：工商管理指导教师：张克中2010-10-28I08DG09DGDGDGDGDGDGDGITDGDGIIAbstractWiththerecompositionofChina’stelecommunicationindustryin2008,timesofall-businessbegins.Toconformthenewenvironment,DGMobilestartedtheworkofcommunitymarketin2009whichlaysstrongfoundationforfamilymarket.However,theoldmarketingchannelsystemmadeconflictsbetweenpersonalcustomerandfamilycustomer.Thisthesisistodesignanewmarketingchannelsystemforfamilymarketandgiveadvicesaboutmanagement.Withthehelpofinvestigation,interviewandresearchmethodbasedonqualitativeresearch,thisthesisanalysesandstudiestheconstructionandmanagementofDGmobile’smarketingchannelsystemoffamilymarket.Firstofall,toknowthetheoryofmarketingchannel,thisthesisworksovercorrelativeliteraturedeeply,accordingtotheliteratureresearchmethod.Andthen,thisthesismadealotofresearchbyusingInerviewMethodandObservationMethod,tocollectsufficientdataaboutDGmobile’seachmarketingchannel.It’sstudiedthattherearefiveproblemsoftheexistingmarketingchannelswhenfacingthefamilymarket.Suchas,neglectingofeffectiveplanningformarketingchannelsystem.Afterthat,thisthesisdesignsthemarketingchannelsystemoffamilymarketbasedonthecustomerexperience.Besides,inaccordancewiththecustomer’sfeeler,themarketingchannelsystemoffamilymarketiscomposedofphysicalchannels,DirectsaleschannelsandElectronicchannels.Finally,thisthesisproposes,themarketingandservicevaluesshouldchangefrompassivenesstoinitiative.And,theplanningandconstructionofphysicalchannels,theselectingofcooperantenterprisesshouldberegulated.Afterthat,DGMobileshouldgivemoreguidancetoeachmarketingchannel.Finally,DGMobileshouldgivemoreITsupportstotheCommunityManager.Aftertestedandcontinuousoptimization,themarketingchannelsystemandcorrespondingmanagerialadvicesofDGMobileworkswellfortheoperationsofDGMobile’sfamilymarket.AndtheachievementsoftheoperationsofDGMobile’sfamilymarketarethebestinGDProvince.KeyWords:TelecomIndustryFamilyMarketMarketingchannelConstructionStandardizedmanagement111.12008524CDGDGDG1999DG22007DG100072.5%59%DGDG2009DGDG1.2195019502020202050205020[1]1.2.12070SternEI.AnsaryMarketingsChannels32080DavidPerryHowYou’llManagementYour1990’sDistributionPortfolio(BusinessMarketing,Tune1989)45060708070808090[2]1[3]LouisW.SternAdell.EL.Ansary,19962[4]4[5]3[6][7](KaleandMcintyre,l991)[8]1.2.290199519952000[9]5[10]4RS4CS4PS[11][12][13]1.3DGDG1-1DGDGDGDGDGDGDGDGDGDG6DGDGDG1-172DG2.12.1.1[14]2.1.2·LouisW.Stern·AdelI.EI.Ansary8marketingchannels[15][16]·[17][18][19][20][21]2.2[22]2.2.19[23]directchannel[24]IT[25][26]2-110[27]2.2.2[28](exclusivedistributionchannel)(selectivedistributionchannel)intensivedistributionchannel2-111[29]2.2.3[30][31][32][33]2.3[34]2.4·LouisW.Stern·AdelI.EI.Ansary·123DGGDDGDG3.1DGDGDG3.1.1DGGD——GD19971023DGGDDG687687DGDG99.24%99.71%99.71%100%DG13DG1/61/61/51/42007DG100072.5%59%GDDG53-1200920072010810%3-1DG2006~2010200620072008200920108947677111021989115325911126814412729403-16.31%4.63%-2.29%12.97%DG3.1.2DGGDDGDGDGGD2465332008694.98174.87520.112070DGGDDG14DGDG100100WLANwap242410086DGIP[35]DGDGDGDGDGDGDG3.2DGDG3-1153.2.11001001100DG77DG100100DGDGG3100100VIPDG100DG100VIDG3-1DG10010010086162100DG36100DG10010010010010010020091001003DG2009DG3.2.2DG1DG200966310002200912DGDG15173.2.3DGwap100861webwapWEB24×7DGwebDGGDDGGDOTA100GPRSDGDG[36]wapDGGPRS/EDGEwap21008610086IVR7×2410086/DG10086183DG3.2.4DG[37]DGDGDG63263.3DGDG3.3.1DG20096DG——2009DG16331016200919DGDG2010DG20096DG3.3.2DG1001100DG100CBDCLDDG1002DG162009DG16910073DG2010063003.3.3DG11001002wap100861008610086510086DG3.3.4DGDG2009663DG84%21100100DG110021003.3.5DG100DG——200962009DGDG222010DGDGDGDGDG1DG10002001623232DGDG2009DG2010DG2010DG2010DGDG23DGDG3DG3.4DGDGDGDG244DGDGDG4.1DGDG4.1.14-1·[38]DG4-1·DGG3DGDGDG254.1.2DG1DGDG2DG34DG5DG4.1.3DG26DGDGDGDGDGDGDGDGDG4.2DGDG4.2.1[39][40]27[41]DG4-1DGDG100100100——4.2.2DG4-1DG10010086281[42]1001100100100DG100DG100DG1001002DGDGDG100%329DGDG2DGDG20103DG100861DGDG7×24DGDGWEBDG30WEBWEBWEBWEBDG2DG3DGDG410086100861008631DG1008655DG4.3DGDG325DGIT5.1DGDGDGDG[43]5-15-133DGDGDGDGDGDG5.2DG5.2.1DGDG——100341DG100DG1/23DGDGDG4532DG5-135DG11512DG5122365DGDG15-1DGDG1005-2///5-2DG100371005-33DG///5-3DG385.2.2DG100100DGDGDG1005-25-210%20%10040%10%10%10%5-2DGDGDG[44]DG1005.3DG39DG5.3.11DG1004100DGDG2DG1233405.3.2DGDG41100100865.4ITDGIT5.4.1ITIT5-4ITIT425.4.2ITITWEBPDA1WEBWEB5-312ITITITIT5-4IT4335-3DGITWEBGISPDAWEB444PDAPDA56307GISGIS2PDA123PDA455-4DGITPDAWEBPDAPDAWEBPDAPDA5.5DGIT46[45]DGDGDGDG10010086ITDGDG[46]47DG4849[1]KiangMelodyY.,RaghuT.S.,ShangKevin,etal.MarketingontheInternet-whocanbenefitfromanonlinemarketingapproach[J].DecisionSupportSystems,2000,4(27):28-29[2]..,2002(5):17-19[3]ShethJagdishN,GardnerDavidM,GarrettDennisE.MarketingTheory:EvolutionandEvaluation[M].JohnWiley&Sons,1988:345-346[4]CoughanAnneT,SternLouisW,ElAnsary,AdelI.MarketingChannels[M].PrenticeHall,2001:352-354[5]SullivanA.Interneteconomycontinuestogrow[J].Reuters,2001(1):118-123[6],,.[J].(),2002(4):25-26[7].:[J].,2000(1):28-31[8].[J].,2001(1):36-38[9].[M].:,2007(1):213-214[10],