：近几年来，国内手机终端产业格局发生了很大的变化，经营管理的转 型和诸多难题是摆在电信运营商面前亟待扫清的障碍。由于国资委要求运营商 减 少终端补贴、网络制式归一，手机终端进入全网通时代、工信部敦促三大运营商 全面落实“提速降费”政策等因素，致使运营商的话语权在产业链中被渐渐削弱。 运营商终端 公司营销渠道策略不佳会直接影响终端的销量，甚至会间接影响运营 商的主营业务。如此一来，这种唇亡齿寒的关系决定了终端公司在集团公司业务 发展中的重要战略地位。如 何在移动互联网规模发展的大背景下，整合渠道资源、 优化渠道策略，并以此在激烈的渠道竞争中增强自身的竞争力、巩固运营商渠道 优势，进一步提高企业经营能力，这对运 营商终端公司来讲尤为重要。 现阶段，国内外学者对企业营销渠道的研究较少将其放在整个供应链环境下 分析，主要还集中在个体企业或渠道的内部管理方向上。与传统的渠道 管理方式 相比，供应链视角的营销渠道管理更为重视构成渠道各环节的成员与企业的合作。 本文试图将营销渠道作为供应链中重要组成部分，通过物流、资金流和信息流三 者协 同提升营销渠道的高效运作能力。 本文以联通终端公司为例，基于供应链管理理论提出了全渠道供应链B2B管理 平台与区域直供中心相结合的“平台加中心”集约化运行模式，通 过渠道补贴的 完善、建立分级渠道考核制度，尤其是利用大数据技术的分析与应用，对线上信 息流、资金流和物流的业务流程优化；加强用户视觉与心理的研究，提升网站的 用 户体验，以及“融合配送模式”对线下物流配送体系优化，将全面提升线上线 下渠道的运转效率。希冀在整个手机终端行业处于颓势的大环境下，通过不断优 化渠道策略，推动 5G制式手机的普及，促进行业的发展。 关键词：联通终端公司 供应链 营销渠道 优化策略 摘要 Abstract III Research on Optimization Strategy of Marketing Channel of Unicom Terminal Company MBA major Postgraduate：Xi Wei Supervisor：Cheng Xia Abstract：In recent years, the pattern of domestic mobile terminal industry has changed a lot. The transformation of management and many difficult problems are the obstacles that telecom operators need to clear up. Because of the SASAC requires operators to reduce terminal subsidies and unify the network type, mobile terminals enter the era of fitting all kinds of networks，the Ministry of Industry and Information Technology urges the three major operators to fully implement the policy of "speed up and rate reduction" and other factors, which discourse power of operators in the industrial chain is gradually weakened. The poor marketing channel strategy of the operator terminal company will directly affect the sales of the terminal, and even indirectly affect the operator's main business. In this way, "teeth cannot live without lips", terminal company plays an important strategic role in the group's business development. How to integrate channel resources and optimize channel strategies in the context of the scale development of mobile Internet, so as to enhance their competitiveness in the fierce channel competition, consolidate the channel advantages, and further improve their business ability is particularly important for operator terminal companies. At present, domestic and foreign scholars' research on enterprise marketing channels less focused on the analysis of the whole supply chain, and mainly focused on the individual enterprises or inner management direction of channels. Compared with traditional channel management, marketing channel management from the perspective of supply chain pays more attention to the cooperation between members and enterprises in each link of the channel. This paper attempts to take marketing channel as 四川师范大学硕士学位论文 IV an important part of supply chain, and improve the efficient operation ability of marketing channel through logistics, capital flow and information flow. This paper takes Unicom company as an example, offers intensive operation mode based on the theory of supply chain management what combined by B2B management platform of whole channels supply chain and regional direct supply center, improve the channel subsidies, to set up a classification evaluation system; especially use big data technology to analysis for online information, capital and logistics business process optimization; Strengthen research on users' vision and psychology, improve the user experience of the website, and optimize the offline logistics distribution system with "integrated delivery mode" will comprehensively improve the operation efficiency of online and offline channels. Under the decline circumstance of whole mobile phone terminal industry, and hope it can promote the popularization of 5G standard mobile phones and promote the development of the industry by continuously optimizing the channel strategy. Key words：Unicom terminal company; supply-chain; marketing channel; optimization strategy 目次 V 目 次 摘要 ................................................................. I Abstract ........................................................... III 目 次 1 绪论 ............................................................... 1 1.1 选题的背景 ..................................................... 1 1.1.1 国内手机终端市场发展现状 ................................... 1 1.1.2 营销渠道对运营商主营业务的 作用 ............................. 3 1.1.3 研究的重要性和现实意义 ..................................... 4 1.2 研究目的和意义 ................................................. 5 1.2.1 研究目的 ................................................... 5 1.2.2 研究意义 ................................................... 5 1.3 国内外研究现状 ................................................. 5 1.3.1 供应链与营销渠道关系的研究 现状 ............................. 5 1.3.2 供应链管理中信息流管理的研究现状 ........................... 6 1.3.3 供应链管理中物流管理的研究现状 ............................. 7 1.3.4 供应链管理中资金流管理的研究现状 ........................... 8 1.3.5 供应链管理与电信运营商营销渠道的研究现状 ................... 8 1.3.6 文献评述 ................................................... 9 1.4 研究内容、方法和创新点 ......................................... 9 1.4.1 研究内容 ................................................... 9 1.4.2 研究方法 .................................................. 10 1.4.3 创新点 .................................................... 10 2 相关理论基础 ...................................................... 11 2.1 供应链和供应链管理 ............................................ 11 2.1.1 供应链 .................................................... 11 2.1.2 供应链管理 ................................................ 11 2.2 营销渠道 ...................................................... 13 2.2.1 营销渠道的定义 ............................................ 13 2.2.2 营销渠道的功能 ............................................ 13 2.2.3 渠道结构 .................................................. 15 2.2.4 渠道协同理论 .............................................. 16 四川师范大学硕士学位论文 VI 2.2.5 渠道管理 .................................................. 16 3 联通终端 公司营销渠道策略分析 ...................................... 18 3.1 国内手机终端营销渠道策略 ...................................... 18 3.1.1 代理商渠道策略 ............................................ 18 3.1.2 直销渠道策略 .............................................. 19 3.1.3 电子渠道策略 .............................................. 19 3.2 联通终端公司营销渠道策略的演变 ................................ 20 3.2.1 中国联通业务介绍 .......................................... 20 3.2.2 联通终端公司业务介绍 ...................................... 20 3.2.3 联通终端公司营销渠道策略演变路径 .......................... 23 4 联通终端公司渠道策略存在的问题 .................................... 25 4.1 供应链现状 .................................................... 25 4.1.1 联通集采、直供渠道策略的供应链现状 ........................ 25 4.1.2 电子商务渠道策略的供应链现 状 .............................. 25 4.2 渠道现状调研 .................................................. 26 4.3