Shenyang China Unicom Community Channel Marketing Strategy

With a new round of China's telecommunications industry reorganization and integration, the competitive situation has undergone great changes, especially the mobile business. Competition is not simply about products under 2G technology. The new technology of 3G takes the emergence of mobile business into a new competitive direction. Mobile carriers are increasingly aware that the "channel is king". Mobile business has been transformed from a product and price-based competition to channel competition. Social channels as a marketing channel in an important sales channel for mobile businesses. To capture the community is to capture the available channels and the user, and to capture the market. Therefore, the management of the social/community channel has become an important undertaking at China Unicom.Combining with the author's practical experience, this paper studies Shenyang, China Unicom mobile business community channels. Based on marketing channel theory, a SWOT analysis was conducted. The main problems facing the community channel was also analyzed. The author proposed the establishment and improvement of mobile business community and the need for channel system. Specifically, "social sources of efficient management," "rational planning of social channels of distribution channels to improve the quality of society," "through the grid manager, management system and electronic channels to promote the social channels of non-signing", "through the different channels of incentives to improve the community loyalty degree "," Innovation through the channel to promote 3G development", "take effective means to resolve channel conflict". These six aspects from research and analysis are proposed to solve existing problems, improve social channel management capabilities, further enhance the social channels of control and reduce operating risk of Shenyang China Unicom.