随着通信市场竞争日益激烈,价格空间进一步压缩,市场也逐步从价格竞争过渡到价值链竞争;客户需求呈现出多样化、差异化,客户对运营商有更高预期,注意力亦将更趋分散,选择空间更多,客户忠诚度维系难度将越来越大;同时全业务竞争环境下,市场竞争格局更加复杂,对社会渠道资源的争夺也将会不断加剧,企业的渠道成本与经营风险将大幅提升;而营销活动的频繁推出,对渠道的执行力与运营商的掌控力提出了更高的要求。 With the increasingly fierce competition in the communications market and the further reduction in price space, the market has also gradually shifted from price competition to competition in the value chain. As the demand for customers shows diversification and differentiation, customers have higher expectation of operators and more attention Decentralization, more choices, customer loyalty maintenance difficulty will be more and more; at the same time, full-service competitive environment, the market competition is more complex, competition for social channel resources will also continue to increase, corporate channel costs and business risk Will be substantially enhanced; and frequent marketing activities introduced, the channel execution and operator control put forward higher requirements.