Research On Channel Performance Evaluation And Channel Selection For Marketing Channels In Telecom Operators

As the infrastructure and service provider of "Internet economy" and"economic platform",telecom operators are committed to providing high-quality products and services for customers,creating profits and keeping sustainable development.The marketing channel performance of telecom operators reflects the scientificity,comprehensiveness and objectivity of their system operation.Based on the theory of marketing channel and channel synergy,this paper systematically analyses the marketing channel of telecom operators,constructs the evaluation index system of marketing channel performance of telecom operators by Delphi method,and calculates the weight of corresponding indicators by using fuzzy analytic hierarchy process.The performance evaluation of marketing channels will provide support for the channel selection of telecom operators.Based on the dynamic game theory,this study integrates and chooses the marketing channels,then applies evolutionary game theory to analyze the channel strategies of telecom operators,and puts forward corresponding marketing channel suggestions.The main innovations of this paper are as follows.To construct the performance evaluation index system of Telecom operators' marketing channels,to put forward the matching value between telecom products and marketing channels,to use dynamic game model to support Telecom operators' channel selection,and use evolutionary game method to analyze the channel strategy,and put forward the idea of telecom operators to formulate marketing channel strategy.The research in this paper shows that:First,from the three dimensions of internal factors,external factors and channel synergy factors,it is found that the impact path of marketing channel performance evaluation is as follows:internal factors ? channel synergy ? channel performance,and external factors channel synergy ? channel performance.Internal and external factors are also critical to channel performance.Second,by using the method of fuzzy comprehensive evaluation and empirical research,it is found that the internal factor performance of Telecom operators',own entity channel is slightly higher than that of electronic channel because of its better management.However,due to the low cost and high revenue of electronic channel,the external factor performance of electronic channel is higher than that of its own entity channel.Because electronic channel mainly serves young people,its service satisfaction is higher,and the channel synergy effect is better.With the younger and younger people who have family decision-making power,the synergy effect of electronic channels will play more and more important,so the channel synergy factor of electronic channels is greater than that of telecom operators' own entity channels.Third.by analyzing and comparing the characteristics of marketing channels of telecommunication industry,telecommunication products,telecommunication users and telecommunication operators,the matrices of telecommunication product attributes and channel attributes are constructed,and the innovative matching value of telecommunication product and marketing channel is put forward.The attributes of telecommunication business and marketing channel are constructed into corresponding relations,and the matrix operation and weight value correction are used to calculate the attributes of telecommunication business and marketing channel,this paper gets the quantitative indicators of the matching situation between telecom business and marketing channels.To sum up,telecom operators need to build an innovative Internet platform for efficient operation,improve the performance of marketing channels,strengthen the training of marketing channel professionals,improve the quality of service and business,and strengthen the management and control of marketing channels,so as to maximize the overall benefits.