导　　师： 陈明

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 随着国内通信电子技术的发展,以及电信网、广电网和互联网的进一步融合,为用户提供电子化服务已成为不可逆转的潮流。在此基础上,电信业渠道的概念产生了更广泛的外延,这同时也引发了电信运营商渠道变革——电子渠道的兴起。如何充分发挥电子渠道的服务职能,以及在做好服务的基础上发挥电子渠道的营销和销售职能,将成为电信运营商提升核心竞争力的重要战略之一。 本文共分八个部分,第一部分主要阐述了电信运营商电子渠道策略研究的背景和意义,对相关研究文献及其理论书籍的观点进行了文献综述,并提出了本次研究的方法和本文的研究框架。 第二部分主要阐述了国内电信运营商电子渠道的现状,分别从电信运营商电子渠道的现状、电子渠道对于电信运营商的重要性、影响电子渠道的发展因素,为策略研究和管理措施的提出打下了基础。 第三部分主要从国内电信运营商总体环境分析、行业环境分析、竞争者分析三大分析维度剖析和深度研究了电子渠道所面临的外部环境,行业环境和竞争环境。重点研究对于电信运营商而言,环境的优劣势以及环境中所蕴藏的机会,为下一步提出电信渠道的发展趋势和发展策略奠定扎实的环境基础,也为电子渠道的内部环境分析奠定外部环境分析的关键支撑。 第四部分主要从国内电信运营商电子渠道发展的资源与能力分析入手,描述了中国电信运营商开展电子渠道具备的资源与能力优势,在此基础上探讨了电子渠道当前在发展中存在的问题。 第五部分主要从国内电信运营商的强项、弱项以及可能存在的威胁进行全面的分析和深度研究。通过借助SWOT分析,实证分析等分析方法,发现:尽管电信运营商存在诸多强项,但是如果不能从意识思维,部门协同、组织机制上进行系统保证, With the development of domestic communication electronics technology, and telecommunications networks, wide power grid and the further integration of the Internet to provide users with e-services has become an irreversible trend. On this basis, the telecommunications industry, the concept of channels produced a wider range of extension, which also triggered a change in carrier channels - the emergence of electronic channels. How to give full play to electronic channels of service functions, as well as good service on the basis of playing electronic channels of marketing and sales functions, will be the telecom operators to enhance the core competitiveness of the important strategies. This paper is divided into eight parts, the first major telecom operators elaborated electronic channels strategy study the background and significance of the relevant research literature and its theoretical point of view of books were literature review and proposed methodology of this study and this paper research framework. The second describes some of the major domestic telecom operators the status of electronic channels, respectively, from the telecom operators the status of electronic channels, electronic channels for the telecom operators the importance of the factors affecting the development of electronic channels for policy research and management measures proposed by laid the foundation. The third part of the domestic telecom operators, mainly from the general environment analysis, industry, environmental analysis, competitor analysis and depth analysis of the three analytical dimensions of e-channels study of the external environment facing the industry environment and competitive environment. Key research for the telecom operators, the environment, as well as environmental advantages and disadvantages in the hidden opportunities for further propose the development trend of telecommunication channels and development of environmental strategies to lay a solid foundation, but also for electronic channels o

关 键 词： 电信运营商 电子渠道 运营策略

领　　域： [经济管理]