市场的开放,产业的重组,3G业务的引入既为我国电信企业未来的快速发展提供了难得的契机,也提出了严峻的挑战。为此,西安联通必须在不断变革中适应市场环境变化,获得市场竞争优势,实现未来可持续发展。而移动通信业务营销渠道重构则是目前西安联通管理变革的一项十分紧迫的任务。本文运用案例研究法、比较分析法、SWOT分析法等分析工具和方法,首先分析了西安联通移动通信业务营销渠道的现存问题及原因,指出了西安联通移动通信业务营销渠道重构的必要性和紧迫性,并以此为基础,对西安联通移动通信业务营销渠道重构进行了详细设计,接着提出了西安联通移动通信业务营销渠道重构的具体实施方案和步骤,最后对西安联通移动通信业务营销渠道重构的预期效果进行了初步分析。通过研究,西安联通移动通信业务已有营销渠道已经不能适应未来发展需要,西安联通急需进行移动通信业务营销渠道重构,而“以自有渠道为主,可控渠道为有力保障,非可控渠道为辅”则是符合西安联通实际情况和未来发展需要的移动通信业务营销渠道。为了构建这一模式,需要从实施策略、实施阶段、组织保障等方面进行具体实施。同时需要从渠道建设、绩效评估、风险防范等方面对重构后的预期效果进行评估。本文针对西安联通实际提出的渠道重构,具有较强的可操作性,对公司今后一个时期的渠道建设具有较强的指导作用。|||Owing to the market opening, the restructure of the telecommunication industry, and the introduction of 3G, domestic telecommunication enterprises are facing both the development opportunities and the competition threat. So, Xi’an Branch of China United Telecommunications CO. LTD. must through innovation to adapt the market change, to gain the competition advantages, and to achieve the continuous development. Then the reconstruction of marketing channel pattern of the mobile communications service becomes the very urgent task of Xi’an Branch of China United Telecommunications CO. LTD.Using the case study method, the comparative study method, and the SWOT method, this paper analyses the problems and the causes of the present marketing channel pattern of the mobile communications service of Xi’an Branch of China United Telecommunications CO. LTD., points out the significance of the reconstruction of marketing channel pattern of the mobile communications service of Xi’an Branch of China United Telecommunications CO. LTD., and, On the basis of those, analyses the designing plan, the implement plan, and the predict effect of the reconstruction of marketing channel pattern of the mobile communications service of Xi’an Branch of China United Telecommunications CO. LTD. From the analysis of this paper, it is concluded that, the present marketing channel pattern of the mobile communications service can not meet the development demand of Xi’an Branch of China United Telecommunications CO. LTD. any longer, so the reconstruction of marketing channel pattern of the mobile communications service is of great importance of Xi’an Branch of China United Telecommunications CO. LTD., and the pattern of