I 摘要 伴随移动网络业务迅猛发展，整个通信市场的竞争局势也越来越错综复杂。 手机客户逐渐趋于饱和，导致语音和短信等传统业务随即面临负增 长甚至消亡的 态势。但同时也为移动互联网创新业务的发展带来了新的机遇。在传统通信业务 市场份额今非昔比的情形下，三大运营商只能借助新型业务领域的开发，转变营 销 策略与营销手段，突破利润增长的壁垒，快速向互联网转型发展。 对于运营商企业，营销渠道不仅是发展用户、收入增长的重要入口，同时也 是企业品牌宣传和形象树立的窗口 ，也是企业布局市场抢占客户的主要内核。互 联网化转型的趋势导致了市场竞争的加剧，渠道的利益需求也与以往不同。因此 如何对营销渠道使用有效的激励措施，促进激励成 本的效益再现，是提高渠道效 能，保障渠道合作长效机制的关键。 本文首先对国内和国外关于营销渠道管理及激励理论的研究现状进行了分析， 通过文献研究法梳理了渠道管理 与激励评价的理论基础及研究方法。其次，以新 疆联通公司营销渠道为研究对象，在现有渠道激励体系的基础上，设定三级激励 指标，引入渠道满意的概念，将W市渠道代理商的 激励满意度调查结果运用层次 分析法，结合模糊评价模型，构建出新疆联通公司的渠道激励综合评价模型，并 使用四分图模型进对评价结果进行分析，最终得出基于激励评价结 果的渠道管理 优化策略。 关键词：营销渠道激励管理 激励评价 层次分析法 新疆联通 Abstract II Abstract In the face of the rapid development of the emerging mobile Internet business, the competitive pattern of the communication market has become increasingly complex. Mobile phone customers gradually become saturated, resulting in a negative growth or even extinction of traditional voice and SMS services. But it also brings new opportunities for the development of mobile Internet innovation business. Under the circumstance that the market share of traditional communication business is not what it used to be, the three operators can only rely on the development of new business fields to change their marketing strategies and means, break through the barriers of profit growth, and rapidly transform to the Internet. For operators, marketing channels are not only an important entry point for developing users and revenue growth, but also a window for brand publicity and image building, as well as the main core for enterprises to occupy customers in the market layout. The trend of the transformation of the Internet has led to the intensification of market competition, and the demand for channel benefits is also different from the past. Therefore, how to use effective incentive measures for marketing channels to promote the increase of incentive cost effectiveness is the key to improve channel effectiveness and guarantee the long-term mechanism of channel cooperation. This paper firstly analyzes the current research status of marketing channel management and incentive theory at home and abroad, and sorts out the theoretical basis and research methods of channel management and incentive evaluation through literature research. Second, Xinjiang CUCC’s marketing channel as the research object, on the basis of the existing channel incentive system, set three incentive indicators, introduce the concept of channel satisfaction, W city channel agent incentive satisfaction survey result using the analytic hierarchy process (ahp), combined with the Abstract III fuzzy evaluation model, build xinjiang unicom company channels to stimulate comprehensive evaluation model, and uses four points graph model into the analysis of the evaluation results, finally it is concluded that channel management optimization strategy based on incentive evaluation results. Keywords: Marketing channel incentive management; Incentive evaluation; analytic hierarchy process;Xinjiang CUCC 目录 IV 目 录 摘要 ....................................................................................................................................................I Abstract .................................................................................................................................................II 目 录 .................................................................................................................................................IV 第 一章 绪论 .........................................................................................................................................1 1.1研究 背景及意义 ....................................................................................................................1 1.1.1 研究背景 ...................................................................................................................1 1.1.2研究意义 ....................................................................................................................1 1.2研究思路与研究方法 ............................................................................................................2 1.2.1研究思路 ....................................................................................................................2 1.2.2研究方法 ....................................................................................................................3 1.2.3研究技术路线 ............................................................................................................3 1.3国内外研究现状 ....................................................................................................................4 1.3.1国外研究现状 ............................................................................................................4 1.3.2国内研究现状 ............................................................................................................5 第二章相关概念、理论与评价模型 ...................................................................................................9 2.1营销渠道相关概念 ................................................................................................................9 2.1.1市场营销 ....................................................................................................................9 2.1.2营销渠道定义 ............................................................................................................9 2.1.3营销渠道管理 ..........................................................................................................10 2.1.4渠道竞争 ..................................................................................................................10 2.2激励理论 ..............................................................................................................................10 2.2.1激励与渠道激励的概念 ..........................................................................................10 2.2.2期望理论 ..................................................................................................................11 2.3营销渠道激励评价模型 ......................................................................................................11 2.3.1营销渠道激励指标体系 ..........................................................................................11 2.3.2营销渠道激励评价流程 ..........................................................................................11 2.3.3层次分析法确定指标权重 ......................................................................................12 2.3.4模糊综合评价法 ......................................................................................................16 2.3.5四分图模型 ..............................................................................................................18 第三章新疆联通营销渠道及激励管理现状 .....................................................................................21 3.1通信欧亿·体育（中国）有限公司背景 ......................................................................................................................21 3.1.1国家宏观形势 ..........................................................................................................21 3.1.2通信欧亿·体育（中国）有限公司形势 ..........