Research On Marketing Channel Reconstruction For SC Mobile Communication Company

As one of the most vigorous industries, the mobile communication industry has been experiencing a very fast development. With the changes of supply and demand, and competition scenario, marketing channel has become more and more important in mobile communication market. The marketing channel is the extension of enterprises in market, and holds the balance of enterprise development. With development of new business, popularity and individualizer of the customer, and increasing demand of difference service, the competition of the marketing channel is fierce day by day. Marketing channel becomes resource that has the equal important position with the telecom network progressively. 'Channel is the king' , the channel has already become strategic resource for the mobile communication company. As one important member in Sichuan mobile communication market, the marketing channel of SC Mobile Communication Company should be reconstructed imperatively in order to help its business reach a high level.This thesis reviews the development course of SC Mobile Communication Company, analyses the environment of mobile communication market in Sichuan province, and summarizes the channel characteristic of mobile communication market. On the basis of analyzing SC Mobile Communication Company' s marketing channel current situation profundly, the thesis starts with the method of channel choice and the channel demand of target market, then discusses the principle, goal and scheme of marketing channel reconstruction in detail, at last discusses the core of channel reconstruction - entitative channel construction.