The Channel Planning Of A Mobile Telecom Company

This paper try to make readers clear about how to construct an effective business channel through analyzing the business channel of a mobile telecom company(T company). Chinese telecom market has been totally different with what several years before. After the separation of the old Chian Telecom, there are many competers in this field. ARPU(average revinue per-user) lower and lower, the need of the customer more and more diversified and customized. After the entry of China to WTO(world trade organization), many foreign telecom companies turn their face to China , the promising opotunity. All above is what T faces in China. The majorities of the consumers have changed from the business people to layfolk.The customer's need have changed so far. In case of this , it is necessary for T to rebuild its business channel to fit the customer's need. However, T did not adjust its business channel system in time. There is big gap between its channel system and customer's need. The business channel frame work ,the channel personnel stuff, the channel management system, the channel information support system, all are far behind need. T did not utilize the resource of the business partners, the device manufacturers, the value added angents.T has to find a new corporation methods. It must take care of the interest of business partners, to make all the market players to have common interest,for short, to make an alliance.The requirement of the customers in different economic development phase and the costomers in the cities in different scale,is varied from one another.T should adapt its market strategies and make them feasible in different markets.T should make the market segmentation and try to utilize its limited resource to satisfy its customers. In facing all the problems, T makes its business channel planning. It rebuilds its buiness channels to make it compatible to different people, individuals and companies.T constructs the chained stores, increase the penetration of its sales stores, and upgrade the service level of its website, call centers, electronic sales stores. To better satisfy its customers, T change its passive way to proactive way. In doing so, T much increases the efficiency of its business system.It allies many business partners, and make all this business system its core competency.