東莞移動電子渠道發(fā)展現狀與策略研究.pdf

1、華中科技大學碩士學位論文東莞移動電子渠道發(fā)展現狀與策略研究姓名：余磊申請學位級別：碩士專業(yè)：工商管理指導教師：張子剛20101027II華中科技大學碩士學位論文AbstractWiththedevelopmentofcommunicationstechnologyIntertechnologyelectronicchannelshasbecomeanintegralchannelfmarketingcustomerserviceinth

2、ecommunicationsindustrywhichwastheaddchannelsofthephysicalchannelsinthepast.Theoperationalefficiencyofelectronicchannelswillbeanimptantfacttodecidethefuturecompetitivepositionoftelecomoperats.Dongguan’scommunicationsmark

3、etpotentialisinaleadingpositioninthecountryitisalsooneofthemostcompetitivecitiesfoperats.TherefeDongguanMobileisnecessarytolaunchameindepthstudyontheoperatingmodedevelopmentstrategiesofelectronicchannels.Hencetheycanfull

4、playthereplacementvalueoftheremunerationofelectronicchannelspromoteenterpriseinthelocalmarketshare.ThispaperfirstlyhasanoverviewofthedevelopmentstatusindustrycompetitivesituationofChinaMobileelectronicchannelsitemploysth

5、eanalysismethodsofSWOTtoanalyzetheinternalexternalenvironmentfChinaMobilepointsoutitsadvantagesdisadvantagesincompetition.ThenfromtheangleofLocalAreawksthedevelopmentofDongguanMobile’selectronicchannelsoverthepastyearmai

6、nfeaturesofthefourceelectronicchannelsarestudiedsystematically.OnthisbasisthepaperstudiestheuseofmarketresearchmethodscombinedwithanalysissurveyresultsmovingfromDongguanMobile’sactualsituationhasdevelopedthenextphasedeve

7、lopmentstrategyofelectronicchannel.Itproposestouniteptalestablishaunifiedpublicitypromotionsystemwhichwillenhancetheawarenessusageofelectronicchannels.italsorecommendstodevelopmobileclienttodeepminingcustomerdemtocarryou

8、tmarketingservicesftargetcustomersprecisely.Atlastitproposestoestablishmunicipalecommerceoperatingsystemtopromoteitsownproductsbusinesssalesachievingthetransitionfrom“Stream“to“Ecommerce“felectronicchannels.Keywds:Donggu