The Research On Marketing Channel Of Hunan Mobile Communication Corporation

With the severer competition, marketing channel, which acts as the picket of the enterprise and has the function of extending the business and collecting the feedback information, shows great stimulative effects on the development of it. To fit the demand of development mobile communication business, the initial marketing channel is the distribution department owned by Hunan Mobile. Nowadays the marketing channel is the combination of the self-distribution model with the agencies. But with the channel service day by day complex, managed oneself the selling area to undertake the majority of services function, has caused the Hunan Mobile in sales, the promoted new service and collects in the market feedback information all extremely to rely on the business agent, based on the channel dependence theory, we was not difficult to discover, the Hunan Mobile further had in the channel power weakened, this has also created many channels problems, and fundamentally obtained the thorough settlement with difficulty. This article on mainly did based on the channel dependence theory to the Hunan Mobile channel question comprehensively has combed the analysis, proposed the channel management pattern concealment out of control risk, the profession cooperation channel overall quality not pleasant, the increment cooperation channel management is not chaotic and so on many questions.We can say, when the market environments are fractionized into more subsections, marketing channels power become an important composing of core compete power of mobile carriers. Under this circumstance, Hunan Mobile is in facing of innovative marketing channel too. In order to solve the problems of the marketing channel and the issues of the channel management, it is urgent for the Hunan Mobile to regenerate marketing channel. Face above each kind of question, this article main basis channel dependence theory, proposed such as strengthened the entity channel construction, enhanced the independent channel in entire channel system proportion and so on a series of solutions mentality. Hunan Mobile also according to the strategic request which China Mobile, and unifies own characteristic, also formulated in the practical work for three years to roll the development plan, positively on own initiative gradually carried out the entire channel service system to reorganize the work.