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2022年 12月 18日
2022年 12月 18日
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学位论文作者签名：
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2022年 12月18日
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摘要
摘要
随着科学与技术的不断迭代升级，通信行业也在这种变化中不断地进行调整变
化。伴随 5G、千兆时代的来临，更多的机遇与挑战也将逐步的蔓延至运营商，当前
联通、电信、移动为代表的传统运营商以及 BAT为代表的互联网公司之间的竞争越
来越明显。然而，分销渠道作为业务发展的关键环节之一，也逐步成为公司之间抢
夺行业地位的关键所在，分销渠道同时也是精准掌握市场变化的关键。通过特定的
方式不断强化分销渠道的能力，扩大分销渠道的成本效益，不断地为企业创造规模
效益发展，巩固乃至扩大当前的市场地位，成为了当前所最迫切解决研究的课题。
本文将把中国联合网络通信有限公司 H省分公司作为重点分析对象，结合分销
渠道相关理论，在借鉴国内外学者关于分销渠道管理的研究成果上，把相关理论与
公司实际相结合，从分销渠道的设计、分类、管理、激励维度出发，指出了解决问
题的关键所在。同时，在结合分析的基础上，对 H省联通公司的分销渠道策略提出
了优化渠道设计增强差异化优势、科学改良分销渠道的结构分类、持续提升分销渠
道的管理效率、规范分销渠道的激励考核模式四个方面的具体优化策略，并从推进
人才队伍培养机制、完善分销渠道科技支撑、提升分销渠道机制保障、坚持行业生
态持续升级四个方面，完善了分销渠道策略的保障措施，建立以点带面、点面结合、
可以持续发展的渠道运营管理方式，从而不断提高市场竞争能力，改善用户价值，
增强企业核心竞争力。
经由对 H省联通公司分销渠道策略的研究，解决和弥补了 H省联通公司目前各
渠道定位还不够精准、渠道的管控力度不足、销售能力不突出等问题。为 H省联通
公司分销渠道面临的实际存在的问题，提供了一个可借鉴的改进方案，此外也可以
为通信运营商的分销渠道策略提供一定的参考价值。
关键词H省联通公司；分销渠道；分销渠道策略；渠道设计；渠道管理
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河北科技大学硕士学位论文
Abstract
Withthecontinuousiterativeupgradingofscienceandtechnology,the
communications industry is also constantly adjusting and changing. With the advent of the
5G and gigabit era, more opportunities and challenges will gradually spread to operators,
and the competition between traditional operators represented by Unicom, telecom and
mobile and Internet companies represented by BAT is becoming more and more obvious.
However, the distribution channels, as one of the key links of business development, are
also gradually becoming the key to the company to seize the position of the industry, the
distribution channel is also the key to accurately grasp the market changes. through a
specific way to continuously strengthen the ability of distribution channels, expanding the
cost-effectiveness of distribution channels, and constantly creating scale benefits for
enterprises to develop, have become the most urgent research topic at present.
This research takes H Province Unicom Company as the key analysis object,
combines the relevant theories of distribution channels, and combines relevant theories
with the actual situation of the company by drawing on the research results of domestic
and foreign scholars on distribution channel management, and point out the key to solving
the problem from the design, classification, management and incentive dimensions of
distribution channels. At the same time, on the basis of combined analysis, the distribution
channel strategy of H Province Unicom Company is put forward to optimize the channel
design to enhance the differentiated advantages, scientifically improve the structural
classification of distribution channels, continuously improve the management efficiency of
distribution channels, and standardize the incentive assessment mode of distribution
channels, and improve the guarantee measures of distribution channel strategy from four
aspects: promoting the training mechanism of talent team, improving the scientific and
technological support of distribution channels, improving the guarantee of distribution
channel mechanism, and adhering to the continuous upgrading of industry ecology.
Establish a channel operation and management mode that can be continuously developed
by combining point and surface, so as to continuously improve market competitiveness,
improve user value, and enhance the core competitiveness of enterprises.
Through the study of the distribution channel strategy of H Province Unicom
Company, it solves and makes up for the problems of the current channel positioning of H
Province Unicom Company is not accurate enough, the control of channels is insufficient,
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