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2009年,随着通信行业的重组完成和3G时代的到来,三大运营商正在展开更加激烈的竞争,其中关于渠道之争将是一个重要的方面。在竞争手段无所不用其极的年代,任何一家运营商的渠道资源,特别是合作渠道都随时可能受到威胁,比如被竞争对手策反、经销商退出、各种违规操作等等,一旦威胁出现或者发展到足以影响渠道稳定和市场发展的程度,就会给运营商的正常运营带来负面后果。同时,随着市场竞争从增量市场向存量市场转化,运营企业需要做到从粗放式管理向精细化管理的转变,针对渠道合作方经营水平和质量差异大的情况,运营企业也要在不同的发展阶段和不同的外部环境下采取不同的管理手段。所以,在全业务竞争的新形势下,运营商的市场营销和渠道服务管理部门对渠道风险的监测、掌控、预警及针对性的准备应急方案就显得非常重要。
In 2009, with the restructuring of the communications industry and the advent of the 3G era, the three major carriers are now experiencing even more fierce competition. Among them, the channel dispute will be an important aspect. In the all-out competition of means of competition, the channel resources of any one operator, especially the cooperative channels, may be threatened at any time, for example, counter-countermeasures by competitors, exit of dealers, various illegal operations, etc. Once the threat occurs or To a sufficient extent to affect the channel stability and market development, it will have a negative impact on the normal operation of operators. At the same time, as market competition changes from incremental market to stock market, operators need to make the transition from extensive management to refined management. In view of the differences in management level and quality of channel partners, operators should also be different Different stages of development and different external environment to adopt different management tools. Therefore, under the new situation of full-service competition, it is very important for the operator’s marketing and channel service management departments to monitor, control and alert the channel risks and prepare emergency solutions in a targeted manner.