Construction And Management Of Hunan Telecom's Marketing Channels In Competition

Marketing channels are arenas where the telecom enterprises win over their customers. Well-managed channels are beneficial to the market development, thus increasing enterprises' profits. Through the division and reorganization in recent years, the telecom market of China is gradually forming a new competition pattern in which the enterprises have comparatively equal overall strength. Under the new competition background, the marketing-channel construction and management of telecom enterprises has become a highly valued task.Taking the marketing-channel construction of telecom enterprises as the key thread and using the method of analysis and research that combines theory with practice, this paper mainly studies the establishment and management of the marketing- channel system and its guarantee measures. Firstly, this paper theoretically explores the status, types, evaluation, development and evolution of the marketing channels. Then, it analyzes the new characteristics of the telecom competition under the new pattern and further discusses the challenge and existing problems of the telecom marketing channels under the worldwide competition. It also proposes the overall idea of the marketing-channel construction.Basing on the above analysis and research and combining the practice of the Hunan Telecom Corporation, this paper analyzes the ways to build a whole-range and multi-type telecom marketing-channel system in detail from three aspects: building the self-marketing channels system, the commission-marketing channels system and the combined-marketing channels system, including the telecom traditional business lobby, the telecom supermarket, the group and key customers sales service, the sales and maintenance unity, the rural branch office agency, franchise marketing, comprehensive customer service platform, the telecom transcribes strategic alliance, etc. Meanwhile, in order to improve the sales ability and service level of the marketing channels, this paper holds that the telecom enterprises should strengthen the marketing staff construction, build a sound inspiration system and enhance the scientific management of the marketing channels, thus providing a strong support and guarantee for the marketing-channel construction and improving the loyalty of telecom enterprises' marketing channels.Through research, this paper is for the purpose of proposing some constructive suggestions to telecom enterprises' marketing-channel construction and bringinginspiration and benefit to telecom enterprises' construction and management of marketing channels.