沈阳联通电子渠道营销策略研究

发布时间：2018-03-27 05:31

本文选题：电子渠道　切入点：营销策略　出处：《沈阳理工大学》2017年硕士论文

【摘要】：随着当下社会经济的发展,我国电信企业竞争日益激烈,尤其是渠道竞争成为目前竞争的重点。其中电子渠道由于是在依靠互联网技术和通信技术相结合的信息化服务新渠道,在市场上受到广大客户的喜爱,并且其也成为目前电信运营商重点关注的对象。在这样的情况下,研究沈阳市联通公司电子渠道的营销策略现状有其重要的作用和意义。本文首先阐明电子渠道的概念以及特点、优势,其次对电子渠道的4P、4C理论以及市场细分理论、电商理论等进行论述。接着,对沈阳市联通公司电子渠道发展现状进行SWOT分析,然后论述沈阳联通电子渠道发展中营销存在的问题,最终提出沈阳联通电子渠道营销策略的制定实施,明确沈阳联通电子渠道营销方面的发展方向,并提出加大沈阳联通现有电子渠道的运营推广力度,丰富第三方支付公司支付渠道;提升物流配送的效率与质量;提高电子渠道和实体渠道的营销融合等具体策略,以期能够促使沈阳联通电子渠道更好的发展。
[Abstract]:With the development of current society and economy, the competition of telecom enterprises in our country is becoming more and more fierce, especially the competition of channel becomes the focus of current competition. Among them, electronic channel is a new channel of information service which depends on the combination of Internet technology and communication technology. In the market by the majority of customers, and it has become the current telecom operators focus on the object. Under such circumstances, It has important function and significance to study the current situation of the marketing strategy of the electronic channel of Shenyang Unicom Company. Firstly, this paper clarifies the concept and characteristics of the electronic channel, advantages, secondly, the 4Pn4C theory and the market segmentation theory of the electronic channel. Then, the SWOT analysis is carried out on the current situation of the development of electronic channels in Shenyang Unicom Company, and then the problems existing in the marketing of Shenyang Unicom Electronic Channel Development are discussed. Finally, the author puts forward the establishment and implementation of Shenyang Unicom's electronic channel marketing strategy, clarifies the development direction of Shenyang Unicom's electronic channel marketing, and proposes to increase the operation and promotion of Shenyang Unicom's existing electronic channel. Enrich the payment channels of third-party payment companies; improve the efficiency and quality of logistics distribution; improve the integration of electronic channels and physical channels and other specific strategies in order to promote the development of Shenyang Unicom electronic channels.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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