Binzhou Mobile Communications Corp,.Ltd.

After China's entry into the WTO, the competition of the telecommunication market becomes rougher and rougher. Competitors in this market are more and more focused on making marketing strategies to improve customer satisfaction and loyalty. This thesis is a case study of Binzhou Mobile Communication Corp., Ltd. (BMCC). It consists of two parts, Case Description and Case Analysis.The Case Description presents a general grasp of problems BMCC are faced with in marketing channels in the past few years. It also describes the development history of the BMCC, the changes of environment of its industry.The Case Analysis is started by discussing the development environment of BMCC, its SWOT factors, its resources circumstances and competitive situations.Secondly, it analyzes the problems (and also their causes) of BMCC's marketing channels using theories of strategy fit, authorizing and agents.Finally, some suggestions are made in this part on the construction of BMCC's self supported services and sales halls, and the improvement of its agent services and sales channels.