China Unicom (XX) Channel Management Optimized Reserch

With the high speed development of China Communication Market, China Telecom field have broken off the monopolization ever before after reform and re-organization. China Unicom (XX) is facing fierce challenge right now, the direct competitors are China Mobile(XX) and China Telecom Mini Linktone(XX). China Mobile(XX) is playing a leading role based on the wide network and strong brand, China Telecom Mini Linktone(XX) wined the low point market by using of cheap price.With the business expanding and the increasing of customer scale of China Unicom (XX), the current Sales&Service channel can not meet the requirement of market and customers, it has become a bottleneck to the growth of China Unicom (XX).As a result of fierce competition, most of telecom operators enhanced the capability of Sales&Service channel and struggled the channel resources in order to keep the development of their own business, defeat the competitors as well.Hereby using the theory of Channel Management to analyse the marketing channel of China Unicom (XX), researched the mobile and communication market in XX area with the tool of SWOT, analysed the problems which faced before China Unicom (XX), here it summarized that China Unicom (XX) should enhance the capability of sales channel; change the business model from business oriented to customer oriented; take the advantage of customer resource and share-value to control the sales and marketing channel; change the channel system from sales preferred to sales and service preferred, guide the channel members turn to active service; establish the channel frame including core level, close level andincompact level; establish the core architecture through exclusive channel and combination of exclusive and un- exclusive channel to make sure getting the best community resource and beating competitors; establish the star-model network channel with the method of concentration and separation to keep close relationship between China Unicom (XX) and customers, enable the customers are convenient to settle down and handle each case; focus on the channel members and give them more support, powerful the channel management; establish the monitor system for agent and develop new market channel; establish the channel partnership with channel members to realize the same mission, gain the long-term success not short-term benefit and realize the win-win goal.To be worked in China Unicom (XX) and responsible for Marketing and Channel Management, I present my opinion in the article. With the limited of my views there must be some imperfect information and defect comments, I and my team members will improve our performance and go ahead in the coming days.