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随着我国通信体制的改革,电信运营商相互之间都会在通信能力、服务环境、以及产品价格等方面展开激烈的竞争。这种竞争将逐步升级,并最终转化为服务水平的竞争,其中,作为各种服务最直接载体的营销渠道在电信运营商激烈的竞争中发挥的作用日益凸显。文章通过对我国电信运营商渠道管理现状以及渠道管理中存在的问题进行分析,提出电信运营商营销渠道管理的相关建议。
With the reform of China’s communication system, telecom operators will have fierce competition among themselves in terms of communication capabilities, service environment, and product prices. This kind of competition will escalate gradually and finally turn into service-level competition. Among them, the marketing channel, which is the most direct carrier of various services, plays an increasingly prominent role in the fierce competition of telecom operators. This article analyzes the status quo of channel management in China’s telecom operators and the existing problems in channel management and puts forward some suggestions on the management of telecom operators’ marketing channels.