在这种情况下,重新审视和研究中国移动的社会渠道管控,发现其中存在的问
题,提出新的对策,对于改善中国移动社会渠道的营销水平和效率,提高中国移动
的竞争优势和服务质量,具有重要意义。

本文运用营销渠道理论作为理论框架,从宏观着手,微观着眼,选取一个在移
动通信市场转型时期极具代表性的县级公司作为具体研究探讨的客体。通过调查和
分析中国移动社会渠道最基层代理商,探究中国移动社会渠道建设的规律和方向,
就新的竞争环境下如何对营销渠道进行构建和管理提出具体建议和措施。这一研究
对于规范移动运营商的社会渠道管理,促进移动运营商之问的公平有序竞争,提高
服务水平和能力均具有很强的针对性和可操作性。

关键词:屮国移动;渠道管控;社会渠道;市场转型
ABSTRACT
After grew strongly these years, the mobile telecommunication services in China has
entered a Slow growth、fiercer competition、Transformation stage. Along with the third
reorganization of the mobile communications industry, China mobile's leading position
has been weakened by Convergence service and marketing combinations of Competitors.
In these conditions, It's very important to study the Community channel management,
find problems, put forward solutions for improving china mobile's marketing effects,
enhancing the advantages and services.
This article use the marketing channel theory as a theoretical framework, choose a
county company as a representative example in the transformative period. Through the
investigation and analysis of the most basic level agent, explore the regularity and
direction of China mobile's the community channels, put forward suggestions and
measures in the new situations. This study has strong pertinence and maneuverability to
standard the community channel managements, promote the fair and orderly competition
and Improve service.
KEY WORDS: China Mobile; Channel management ; Community channels; Transformation