摘要
2008年中国电信业运营商重组标志着国内电信全面进入全业务运营阶段,在全业务
运营的大背景下,用户规模不断扩大,业务层次不断深化,服务功能不断多样,电信运
营的竞争俨然已经成为营销渠道和终端的竞争。长期以来,企业对营销渠道的绩效评估
还停留在单因素或少量因素(如仅仅关注营业收入或成本)的层面上,而实际上,营销
渠道的绩效评估是一个系统性的问题,涵盖了企业、渠道、客户等多方面的因素。本文
以电信产业全业务运营为背景,以YC联通公司的实际运营情况为研究对象,运用
Fuzzy-AHP数学模型的基本原理,对YC联通公司的各个营销渠道进行了系统全面的绩效
评估,并根据评估结果对YC联通公司今后的营销渠道建设工作提出了优化建议。研究
本文有助于对营销渠道绩效评估量化研究的理解,也对电信产业全业务背景下的营销渠
道建设有一定的借鉴意义。

关键词:全业务;营销渠道;联通;Fuzzy-AHP模型
Abstract
The recombination of Chinese telecom industry in 2008 marked the domestic tclecom
operators have stepped into Full-service age. The development results in a series of changes
as to user expanding, business-level deepening, services diversifying under the circumstance.
Marketing distribution with terminal marketing is playing an increasing important role in
competition among the operators. During the past years, performance evaluation of marketing
channels focused on single factor or a small amount of factors, such as interest revenue or
cost only. In fact, it should he considered systematically including the companies, distributors,
consumers etc. The thesis fully assessed all of the marketing channels of YC Unicom based
on the telecom industry background as well as YC Unicorn's actual operating conditions in
application of Iruzzy-AI IP mathematics model. According to assessment, the thesis provided
optimization proposal ior the construction of marketing channel in the coming iuture. This
study not only facilitated understanding of quantiiy the performance evaluation of the
marketing channels, but also was hclpiul to channel construction in the full-service
telecommunications industry context.
Keywords: Full-service age; marketing channels; Unicom; l;u//y-AHP Mathematics Model