基于移动运营商市场形态划分的渠道体系适应性研究
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摘要
3G时代的到来以及固定电话运营商的全业务运营将对中国电信市场产生巨大影响,移动运营商在客户维系能力、业务发展空间上都面临着危机。应对挑战,移动运营商一方面不断加大新产品研发力度、创建新品牌;一方面努力增强客户维系能力,打造核心营销能力。而在竞争同质化的时代,与4P其他组合变量相比,作为行销与客户服务重要环节的营销渠道已成为关键点,营销渠道成为移动运营商留住老客户、争夺新客户的利器,电信运营商之间的竞争从技术和价格的竞争转向了服务和营销渠道的竞争。渠道营销主题也开始从“销售”向“全面服务提供”的转变,国内移动运营商渠道结构呈现出多元化、差异化发展态势。
同时,由于精细化营销已发展为当前的热点及难点,如何有效地利用现有的营销资源并提高营销管理效率已备受业内关注,应对移动运营商实施基于市场形态划分的区域化营销的发展趋势,必须对现有渠道体系的市场适应程度进行重新判定,从而进一步整合或优化渠道,提升移动运营商的营销执行能力。
本文以国内外营销渠道理论的阐述和文献综述为出发点,以实证研究为手段:首先,结合实际并借鉴国外标杆企业渠道模式,充分分析中国移动运营商渠道现状,进行渠道的系统分类;继而对移动运营商的基于市场形态划分的区域化营销进行解析,确定市场形态划分的关键点所在和渠道体系优化的必要性;本文主体部分建立了一套渠道市场适应性程度的判定模型并借助层次分析法予以实现;最后以X移动公司作为支撑案例进行实证研究并提出相关渠道体系改进建议。旨在为移动运营商实现渠道精细化管理提供解决方案,同时能为国内电信企业制定渠道建设策略、有效支撑客户与业务发展,提供一定参考价值。
The coming of the 3G period and the fixed-line carriers' all business operation will have great influence on the telecom market in China. Mobile carriers have faced the crisis of customer maintaining ability and business developing space. To cope with the challenge, mobile carriers enhance new product R&D ability and create new brands, on the other hand, try to strengthen the customer maintaining ability to keep core marketing competitiveness. In the period of homogenization of competition, comparing with the other elements of 4P marketing portfolio, selling channel has become the key point as the important sector of supplying sales and service to customer. Channel has become the strong weapon that mobile enterprises keeps the frequent customers and fights for the new customers. Competitions among telecom carriers have turned from the aspects of technical and price to the aspects of service and channel. The theme of channel marketing has also begun transferring from 'sales' to 'full service', channel's structure of domestic mobile carriers has becoming diversified and different.
At the same time, because subdivided marketing has been developed as the current hot and difficult topic, how to make use of the existing resources effectively and improve the efficiency of marketing management has been put much attention on in the telecom industry. To face the trend of regional marketing of mobile carriers based on market modality division, we must redetermine the marketing adaptability of existing channel system, make futher integration or channel optimization, so that enhance the marketing implementation capability of mobile carriers.
This paper takes the exposition of the selling channels' theory and the overview of literature domestic and abroad as the point of departure, takes means of practical research. First, this paper combines with the fact and takes reference of typical enterprises' channel mode abroad, makes full analysis on the status quo of domestic mobile carriers, does the channel classification systemeticly. Then analyzes the regional marketing based on market shape division for mobile carriers, makes identification of the key points of dividing market shape and necessity of marketing system's optimazition. In this paper, the main part establishes a determing model for channels' market adaptability and uses AHP as the realizing tool. Finally, takes example of X Mobile to do the practical research and puts forward some improving suggestions for its channel system. This paper tries to offer a solving thought for mobile carriers to realize the channel subdivided management, also has referential meaning for domestic telecom enterprises to build channel construction strategy, support to develop customer and business.
同时,由于精细化营销已发展为当前的热点及难点,如何有效地利用现有的营销资源并提高营销管理效率已备受业内关注,应对移动运营商实施基于市场形态划分的区域化营销的发展趋势,必须对现有渠道体系的市场适应程度进行重新判定,从而进一步整合或优化渠道,提升移动运营商的营销执行能力。
本文以国内外营销渠道理论的阐述和文献综述为出发点,以实证研究为手段:首先,结合实际并借鉴国外标杆企业渠道模式,充分分析中国移动运营商渠道现状,进行渠道的系统分类;继而对移动运营商的基于市场形态划分的区域化营销进行解析,确定市场形态划分的关键点所在和渠道体系优化的必要性;本文主体部分建立了一套渠道市场适应性程度的判定模型并借助层次分析法予以实现;最后以X移动公司作为支撑案例进行实证研究并提出相关渠道体系改进建议。旨在为移动运营商实现渠道精细化管理提供解决方案,同时能为国内电信企业制定渠道建设策略、有效支撑客户与业务发展,提供一定参考价值。
The coming of the 3G period and the fixed-line carriers' all business operation will have great influence on the telecom market in China. Mobile carriers have faced the crisis of customer maintaining ability and business developing space. To cope with the challenge, mobile carriers enhance new product R&D ability and create new brands, on the other hand, try to strengthen the customer maintaining ability to keep core marketing competitiveness. In the period of homogenization of competition, comparing with the other elements of 4P marketing portfolio, selling channel has become the key point as the important sector of supplying sales and service to customer. Channel has become the strong weapon that mobile enterprises keeps the frequent customers and fights for the new customers. Competitions among telecom carriers have turned from the aspects of technical and price to the aspects of service and channel. The theme of channel marketing has also begun transferring from 'sales' to 'full service', channel's structure of domestic mobile carriers has becoming diversified and different.
At the same time, because subdivided marketing has been developed as the current hot and difficult topic, how to make use of the existing resources effectively and improve the efficiency of marketing management has been put much attention on in the telecom industry. To face the trend of regional marketing of mobile carriers based on market modality division, we must redetermine the marketing adaptability of existing channel system, make futher integration or channel optimization, so that enhance the marketing implementation capability of mobile carriers.
This paper takes the exposition of the selling channels' theory and the overview of literature domestic and abroad as the point of departure, takes means of practical research. First, this paper combines with the fact and takes reference of typical enterprises' channel mode abroad, makes full analysis on the status quo of domestic mobile carriers, does the channel classification systemeticly. Then analyzes the regional marketing based on market shape division for mobile carriers, makes identification of the key points of dividing market shape and necessity of marketing system's optimazition. In this paper, the main part establishes a determing model for channels' market adaptability and uses AHP as the realizing tool. Finally, takes example of X Mobile to do the practical research and puts forward some improving suggestions for its channel system. This paper tries to offer a solving thought for mobile carriers to realize the channel subdivided management, also has referential meaning for domestic telecom enterprises to build channel construction strategy, support to develop customer and business.
引文
[1]苏春礼主编,营销渠道管理方法,机械工业出版社,2004年3月,pp.1-2
[2]冯丽云,分销渠道管理,北京,经济管理出版社,2002年7月,pp.6
[3]Frederick E.Webster,Jr.,The Role of the Industrial Distributor,Journal of Marketing,1976,pp.10-16
[4]Donad J.Bowersox,The integration of marketing flows in channels of distribution,European Journal of Marketing,1999,pp.58-67
[5]Bert Rosenbloom,Marketing Channels:A Management View,South-Westem College Pub(7 Edition),2003,pp.18-25
[6]孙俊丽,营销渠道模式变革研究[学位论文],河南大学,万方中国学位论文全文数据库,2007
[7]张广玲,分销渠道管理,武汉大学出版社,2004年11月,pp.13
[8]马同斌,现代企业营销渠道,中国世代经济出版社,2003年12月,pp.95
[9]王芳华,营销渠道理论研究的范式演变与最新进展,市场营销学,2006年第6期
[10]刘伟宇,营销渠道理论发展与其重心演变,审计与经济研究,2002年9月
[11]Dumrongsiri Aussadavut,Fan Ming,A supply chain model with direct and retail channels,European Journal of Operational Research,2006,pp.28
[12]Agatz Niels A.H,Fleischmann,Moritz,E-fulfillment and Multi-channel distribution,European Journal of Operational Research,2007,pp.18
[13]Coughlan AnneT,Erin Anderson,Louis.W.Stern,AdelI.El-Ansary,Marketing Channels,6th ed.Prentice-Hall,2001,pp.4-7
[14]Geysken,Steenkamp,Economic and Social Satisfaction:Measurement and Relevance to Marketing Channel Relationship,Journal of Retailing,2004,pp.11-32
[15]Choi Tsan-Ming,Li Duan,Channel coordination in supply chains with agents having mean-variance objectives,Omega,2006,pp.12
[16]蒋桂林,关键外部要素对双重渠道选择倾向的影响研究[学位论文],大连理工大学,万方中国学位论文全文数据库,2006
[17]郭勇,产品分销与渠道策划,中国时代经济出版社,2004,pp.191-198
[18]邓刚,营销渠道构建及整体绩效评价研究[学位论文],西南石油学院,万方中国学位论文全文数据库,2005
[19]Anderson George,Kasturi Rangan,Strategic Channel Design,Sloan Management Review,1997,pp.59-69
[20]菲利普·科特勒,梅汝和译,营销管理——分析、计划、执行和控制,上海人民出版社,1999年7月,pp.11-35,96-105
[21]Phillip McVey,Are Channels of Distribution What the Textbooks Say?Journal of Marketing,1960,pp.61-65
[22]Coughlan Anne T,Competition and Cooperation in Marketing Channel Choice,Marketing Science,2001,pp.110-129
[23]Maureen Guirdham,Marketing:The Management of Distribution Channels,Oxford:Pergamon Press,1972,pp.91-99
[24]Louis W Stern,Adel I.El-Ansary著,赵平译,营销渠道(第五版),清华大学出版社,2001,pp.46
[25]沙振权,王建华,营销渠道整合模型及对我国企业的启示,商业经济文荟,2005年第5期
[26]Moriarty Rowland T,Ursula Moran,Managing Hybrid Marketing Systems,Journal of Marketing Research,1990,pp.146-155
[27]彼得·多伊尔著,杨艾琳译,营销管理与战略(第三版),人民邮电出版社,2006年4月,pp.48
[28]Linda Gorchels,Edward J.Marien,Chuck West,The Manager's Guide to Distirbution Channels,McGraw-Hill(1 Edition),2004,pp.33
[29]胡春,市场营销渠道管理,清华大学、北京交通大学出版社,2006年10月,pp.22
[30]刘牧川,湖北移动营销渠道的建设和发展研究[学位论文],华中科技大学,万方中国学位论文全文数据库,2005
[31]沈永峰,中国电信企业营销渠道管理研究[学位论文],北京邮电大学,万 方中国学位论文全文数据库,2005
[32]CunninghamM.T.,Contemporary Issues in International Marketing,UMIST/International marketing and Purchasing Conference,1984
[33]Lawrenceh.Wortzel,Retailing strategies for today's mature market place,Journal of Business Strategy,1987,pp.45
[34]Cunningham,Malcolm T,Marketing and Purchasing Strategies in the Distribution Channels of Mid-range Computers,pp.130-143,1989
[35]张烨,Yb移动公司市场区域化下的渠道整合分析[学位论文],西安交通大学,万方中国学位论文全文数据库,2005
[36]李田刚,SC省移动公司渠道整合研究[学位论文],西安交通大学,万方中国学位论文全文数据库,2006
[37]徐建培,网络营销环境下的新渠道冲突研究[学位论文],青岛大学,万方中国学位论文全文数据库,2007
[38]席永利,NTT Docomo移动业务分销渠道解析,通信世界,2005年12月
[39]勾晓峰,精细化营销:企业的竞争利器,经济参考报,2006年5月
[40]劳伦斯·G·弗里德曼和蒂莫西·R·弗瑞,创建销售渠道优势,中国标准出版社,2003,pp.16
[41]王明涛,多指标综合评估中权系数确定的一种综合方法,系统工程,1999
[42]王莲芬,许树柏,层次分析法,中国人民大学出版社,1990年2月,pp.13-57
[43]陈瑞安,杭州市社区卫生服务中心综合评价指标体系研究[学位论文],浙江大学,万方中国学位论文全文数据库,2004
[44]叶明海,市场研究,同济大学经济与管理学院,2001年2月,pp.39
[45]邱东,多指标综合评价方法的系统分析,中国统计出版社,1999年12月
[46]朱孔来,评估指标的非线性无量纲处理方法研究,系统工程,1999年11月
[47]隋明刚,魏巍,AHP评估指标的非线性无量纲处理方法研究,技术经济,2000年12月
[48]Bruce.Walker,Selling channel stitution:reading distribution concept sand practices,Columbus,Ohio,Grid,Inc.,1973
[49]Bagozzi.Richard,Marketing Exchange,Journal of Marketing,1976,pp.32-39
[50] Bartw. Wiegmans, Inter model freight terminals: selling channel sand telecommunication networks, Transport Reviews, 2001, pp.413
[51] Gary. Frazier, On the Measurement of Inter firm Powering Channels of Distribution, Journal of Marketing Research, 1983, pp. 158
[2]冯丽云,分销渠道管理,北京,经济管理出版社,2002年7月,pp.6
[3]Frederick E.Webster,Jr.,The Role of the Industrial Distributor,Journal of Marketing,1976,pp.10-16
[4]Donad J.Bowersox,The integration of marketing flows in channels of distribution,European Journal of Marketing,1999,pp.58-67
[5]Bert Rosenbloom,Marketing Channels:A Management View,South-Westem College Pub(7 Edition),2003,pp.18-25
[6]孙俊丽,营销渠道模式变革研究[学位论文],河南大学,万方中国学位论文全文数据库,2007
[7]张广玲,分销渠道管理,武汉大学出版社,2004年11月,pp.13
[8]马同斌,现代企业营销渠道,中国世代经济出版社,2003年12月,pp.95
[9]王芳华,营销渠道理论研究的范式演变与最新进展,市场营销学,2006年第6期
[10]刘伟宇,营销渠道理论发展与其重心演变,审计与经济研究,2002年9月
[11]Dumrongsiri Aussadavut,Fan Ming,A supply chain model with direct and retail channels,European Journal of Operational Research,2006,pp.28
[12]Agatz Niels A.H,Fleischmann,Moritz,E-fulfillment and Multi-channel distribution,European Journal of Operational Research,2007,pp.18
[13]Coughlan AnneT,Erin Anderson,Louis.W.Stern,AdelI.El-Ansary,Marketing Channels,6th ed.Prentice-Hall,2001,pp.4-7
[14]Geysken,Steenkamp,Economic and Social Satisfaction:Measurement and Relevance to Marketing Channel Relationship,Journal of Retailing,2004,pp.11-32
[15]Choi Tsan-Ming,Li Duan,Channel coordination in supply chains with agents having mean-variance objectives,Omega,2006,pp.12
[16]蒋桂林,关键外部要素对双重渠道选择倾向的影响研究[学位论文],大连理工大学,万方中国学位论文全文数据库,2006
[17]郭勇,产品分销与渠道策划,中国时代经济出版社,2004,pp.191-198
[18]邓刚,营销渠道构建及整体绩效评价研究[学位论文],西南石油学院,万方中国学位论文全文数据库,2005
[19]Anderson George,Kasturi Rangan,Strategic Channel Design,Sloan Management Review,1997,pp.59-69
[20]菲利普·科特勒,梅汝和译,营销管理——分析、计划、执行和控制,上海人民出版社,1999年7月,pp.11-35,96-105
[21]Phillip McVey,Are Channels of Distribution What the Textbooks Say?Journal of Marketing,1960,pp.61-65
[22]Coughlan Anne T,Competition and Cooperation in Marketing Channel Choice,Marketing Science,2001,pp.110-129
[23]Maureen Guirdham,Marketing:The Management of Distribution Channels,Oxford:Pergamon Press,1972,pp.91-99
[24]Louis W Stern,Adel I.El-Ansary著,赵平译,营销渠道(第五版),清华大学出版社,2001,pp.46
[25]沙振权,王建华,营销渠道整合模型及对我国企业的启示,商业经济文荟,2005年第5期
[26]Moriarty Rowland T,Ursula Moran,Managing Hybrid Marketing Systems,Journal of Marketing Research,1990,pp.146-155
[27]彼得·多伊尔著,杨艾琳译,营销管理与战略(第三版),人民邮电出版社,2006年4月,pp.48
[28]Linda Gorchels,Edward J.Marien,Chuck West,The Manager's Guide to Distirbution Channels,McGraw-Hill(1 Edition),2004,pp.33
[29]胡春,市场营销渠道管理,清华大学、北京交通大学出版社,2006年10月,pp.22
[30]刘牧川,湖北移动营销渠道的建设和发展研究[学位论文],华中科技大学,万方中国学位论文全文数据库,2005
[31]沈永峰,中国电信企业营销渠道管理研究[学位论文],北京邮电大学,万 方中国学位论文全文数据库,2005
[32]CunninghamM.T.,Contemporary Issues in International Marketing,UMIST/International marketing and Purchasing Conference,1984
[33]Lawrenceh.Wortzel,Retailing strategies for today's mature market place,Journal of Business Strategy,1987,pp.45
[34]Cunningham,Malcolm T,Marketing and Purchasing Strategies in the Distribution Channels of Mid-range Computers,pp.130-143,1989
[35]张烨,Yb移动公司市场区域化下的渠道整合分析[学位论文],西安交通大学,万方中国学位论文全文数据库,2005
[36]李田刚,SC省移动公司渠道整合研究[学位论文],西安交通大学,万方中国学位论文全文数据库,2006
[37]徐建培,网络营销环境下的新渠道冲突研究[学位论文],青岛大学,万方中国学位论文全文数据库,2007
[38]席永利,NTT Docomo移动业务分销渠道解析,通信世界,2005年12月
[39]勾晓峰,精细化营销:企业的竞争利器,经济参考报,2006年5月
[40]劳伦斯·G·弗里德曼和蒂莫西·R·弗瑞,创建销售渠道优势,中国标准出版社,2003,pp.16
[41]王明涛,多指标综合评估中权系数确定的一种综合方法,系统工程,1999
[42]王莲芬,许树柏,层次分析法,中国人民大学出版社,1990年2月,pp.13-57
[43]陈瑞安,杭州市社区卫生服务中心综合评价指标体系研究[学位论文],浙江大学,万方中国学位论文全文数据库,2004
[44]叶明海,市场研究,同济大学经济与管理学院,2001年2月,pp.39
[45]邱东,多指标综合评价方法的系统分析,中国统计出版社,1999年12月
[46]朱孔来,评估指标的非线性无量纲处理方法研究,系统工程,1999年11月
[47]隋明刚,魏巍,AHP评估指标的非线性无量纲处理方法研究,技术经济,2000年12月
[48]Bruce.Walker,Selling channel stitution:reading distribution concept sand practices,Columbus,Ohio,Grid,Inc.,1973
[49]Bagozzi.Richard,Marketing Exchange,Journal of Marketing,1976,pp.32-39
[50] Bartw. Wiegmans, Inter model freight terminals: selling channel sand telecommunication networks, Transport Reviews, 2001, pp.413
[51] Gary. Frazier, On the Measurement of Inter firm Powering Channels of Distribution, Journal of Marketing Research, 1983, pp. 158