数字经济时代的到来，市场发展趋势产生重大变化，消费者需求随之升级， 传统的渠道运营体系已经无法满足。以蚌埠联通公司为例，其传统渠道运营管理 难度大，消耗成本居高不下，线下渠道的产品缺少线上营销，全渠道优化升级成 为必然趋势。本文剖析当前渠道营销中的“痛点”和问题，指出蚌埠联通要实现 渠道优化升级，必须转变渠道运营思维，更新渠道运营模式，理解渠道优化后带 来的价值，以客户为中心拓展互联网化营销渠道，建立线上线下一体化营销机制， 实现蚌埠联通渠道策略优化。 本文在大量查阅相关理论的基础上，以及参考众多学者关于电信行业渠道的 研究成果，了解到通信运营商渠道优化升级的重要任务是优化运营流程、提升运 营效率、降低运营成本。 首先，笔者通过细致深入的研究，分析数字经济对通信运营商营销渠道的影 响，关注数字化对通信运营商发展的助推作用以及可能产生的各种变化。本文使 用文献研究、实地调查、问卷调查、访谈等研究方法，深度挖掘蚌埠联通公司的 营销渠道现状，探讨蚌埠联通在数字经济时代背景下营销渠道策略存在的问题， 总结出营销策略差异化不够，渠道运营无法满足客户参与创造和体验的新需求等 问题，因此蚌埠联通需要加快转型步伐，开展营销渠道策略优化工作。 其次，结合蚌埠联通在数字经济时代背景下的运营状况，提出了营销渠道策 略优化的初步建议，并给出渠道战略优化方案。一、从扁平化、多元化、关系型 角度考虑，实施渠道模式优化措施；二、从渠道长度简短化、渠道宽度选择化、 渠道广度多元化三个方面进行蚌埠联通渠道结构优化；三、从团队组建、合作伙 伴的选择、建立关系规范化三个方面进行蚌埠联通渠道关系优化。 最后，论文给出保障渠道策略优化的相关措施。一、着力推进组织架构扁平 化，建立倒三角体系，实施逆向考评制度，赋予基层单元决策权、话语权；二、 强化人才体系培养、实施专项培训计划，优化人才资源配置，提升队伍能力。通 过岗位体系建设，实施划小承包改革，激发价值创造活力。三、落地支撑系统， 通过大数据支撑、网络支撑，完善运营监控，提升公司对渠道的管理水平。数字 经济时代背景下，蚌埠联通公司要以数字经济思维经营渠道，推进渠道互联网化 运营，优化客户体验。本论文为通信运营商在如何管理渠道方面提供可借鉴的视 野和方法。 关键词：数字经济；蚌埠联通；渠道优化升级“数字经济”背景下蚌埠联通公司渠道策略优化研究 I ABSTRACT With the advent of the digital economy era, significant changes have taken place in the market development trend, and consumer demand has been upgraded accordingly. The traditional channel operation system has been unable to meet the demand. Taking Bengbu Unicom as an example, its traditional channel operation and management is difficult, consumption cost is high, offline channel products lack of online marketing, and full-channel optimization and upgrading has become an inevitable trend. "Pain points" in this article analyze the current marketing channels and problems, points out that the optimization and upgrading of bengbu unicom to achieve channel must change channels operating thinking, update the channel operating mode, understands the value of a channel is optimized with, take the customer as the center to expand the Internet marketing channel, establish integrated online marketing mechanism, realize the bengbu unicom channel strategy optimization. Based on a large number of relevant theories and the research results of many scholars on channels in the telecommunications industry, this paper understands that the important task of channel optimization and upgrading for communication operators is to optimize the operation process, improve the operation efficiency and reduce the operation cost. First of all, through a detailed and in-depth study, the author analyzes the impact of digital economy on the marketing channels of communication operators, focusing on the boosting effect of digitalization on the development of communication operators and various possible changes. This article USES literature research, field survey, questionnaires, interviews and other research methods, in-depth excavation of bengbu unicom company marketing channel status quo, explore the bengbu unicom in the era of digital economy under the background of the problems existing in the marketing channel strategy, and concluded that not enough differentiation marketing strategy, channel operation can meet the new demand from customers to create and experience, so that bengbu unicom need to speed up the pace of transformation, to carry out the marketing channel strategy optimization work. Secondly, combined with the operation status of Bengbu Unicom in the digital economy era, this paper puts forward preliminary Suggestions on optimizing marketing channel strategy and puts forward channel strategy optimization scheme. I.“数字经济”背景下蚌埠联通公司渠道策略优化研究 II Implement channel mode optimization measures from the perspective of flattening, diversification and relationship; 2. Optimize the channel structure of Bengbu Unicom from three aspects: shortened channel length, selected channel width and diversified channel breadth; 3. Optimize the channel relationship of Bengbu Unicom from three aspects: team building, partner selection and relationship standardization. Finally, the paper gives the relevant measures to ensure the optimization of channel strategy. 1. Efforts should be made to promote the flattening of organizational structure, establish an inverted triangle system, implement a reverse evaluation system, and give decision-making power and discourse power to grass-roots units; 2. Strengthen the personnel system training, implement special training plans, optimize the allocation of personnel resources, and enhance the team's ability. Through the post system construction, the implementation of the small-contract reform, stimulate the vitality of value creation. 3. The landing support system, through the support of big data and network, improves the operation monitoring and improves the company's management level of channels. Under the background of digital economy, Bengbu Unicom should operate channels with digital economy thinking, promote the internet-based operation of channels, and optimize customer experience. This paper provides reference for communication operators in how to manage the channel vision and methods. Key words: Digital economy; Bengbu Unicom; Channel optimization and upgrading“数字经济”背景下蚌埠联通公司渠道策略优化研究 1 目 录 第一章 绪论.1 第一节 选题背景与意义.......................... 1 一、选题背景............1 二、选题意义............1 第二节 国内外研究文献综述.................. 2 一、国外研究现状....2 二、国内研究现状....3 三、国内外研究评述4 第三节 研究方法和研究内容.................. 4 一、研究方法............4 二、研究内容............5 第二章 概念界定及相关理论...7 第一节 “数字经济”的内涵与本质...... 7 一、数字经济内涵....7 二、数字经济的本质7 第二节 渠道基本概念.............................. 7 一、渠道的概念........8 二、渠道的功能........9 第三节 营销渠道的相关理论.................. 9 一、营销渠道模式理论...........................9 二、营销渠道的结构理论.....................10 三、营销渠道的关系理论.....................12 第三章 “数字经济”背景下蚌埠联通公司的渠道现状分析..........15 第一节 蚌埠联通基本情况.................... 15 第二节 蚌埠联通渠道建设现状分析.... 15 一、实体渠道建设现状.........................16 二、电子渠道建设现状.........................17目 录 2 第三节 “数字经济”对蚌埠联通渠道的影响................... 18 一、“数字经济”为蚌埠联通带来的挑战........................18 二、“数字经济”为蚌埠联通渠道优化升级带来的机会19 第四章 “数字经济”背景下蚌埠联通渠道调查与问题分析..........22 第一节 调查思路和调查设计................ 22 一、调查思路..........22 二、调查设计..........23 第二节 渠道存在问题分析.................... 24 一、调查结果分析..24 二、“数字经济”背景下蚌埠联通渠道存在的问题........25 三、“数字经济”背景下渠道存在问题的成因分析........27 第五章 “数字经济”背景下蚌埠联通公司渠道优化策略.............. 29 第一节 蚌埠联通渠道优化的总体构想 29 一、蚌埠联通渠道优化的指导思想.....29 二、蚌埠联通渠道优化升级的主要目标............................29 三、蚌埠联通渠道优化升级的基本原则............................30 第二节 蚌埠联通渠道模式优化策略.... 30 一、推动扁平化渠道模式.....................30 二、推动多元化渠道模式.....................31 三、推动渠