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1、AbstractAtpresent,thecommunicationindustryofChinaisstillinthecompetitivesituationofChinaMobile,ChinaTelecomandChinaUnicom.Intheenvironmentoffull-serviceoperation,asthenecessaryfactorofgainingcompetitiveadvantage,marketingchannels’structure,managementmode,form,quantity,s
2、caledirectlydecidesthecommunicationcompanies’existenceanddevelopment.AsabranchofHNMobile,YongZhouMobileisfacingcustomers’diversifiedneedsandtwocompetitors’continuouschallenge.Dependingonthestudyofmanyliterature,collectionoffirst-handdata,consultationofsecondarydata,this
3、paperisdrawingaconclusionthatYongZhouMobile’channelsystemisstillhavingmanyproblems.Entitychannelshaveanunbalanceddistributionandinadequatecontrol;Socialchannels’managementisnotsoperfect;Newcooperatingchannels’managementistostrengthen;Ruralservicestations’infrastructurea
4、ndserviceefficiencyneedtobeimproved;Directchannels’developmentandimplementationistostrengthen;Electronicchannelsarelimitedtocustomers’age,geography,function.Onthisbasis,referringtochannelstrategyoftheoutstandingcommunicationcompaniesintheworld,thispaperbringsforwardthec
5、hannelstrategythatissuitableforYongZhoucity.Clearingchannels’positioningandtargeting;FirmingandStrengtheningentitychannels’developmentandimplementation,includingcoveringstrategy,supportingstrategy,controllingstrategy,profitstrategy;Enhancingoptimizationandpromotionofthe
6、electronicchannels,includingtheinvestmentofself-servicepaymentterminal,airrechargeoutlets,netpayment,electronicbusinesshall,networksellingandpopularizationoflocalelectronicchannels;Promotingdirectchannels’developmentandimplementation,includingcommunitymanagements’scale,
7、accomplishmentofcustomermanagersforgroup,managementofsocialdirectchannels;KeyWord：Full-serviceOperationsMarketingChannelMobileI目录第1章绪论.................................................................................................................11.1论文研究背景.............
8、........................................................................................11.2论文的选题意义...........
