Study On Assessment For The Marketing Channel Of Telecom Industry, Illustrated By The Case Of China Unicom, Shanghai

In recent years, the products and services of telecom industry is highly homogenous lead to the competition in telecom market more competitive and the price space further cut down. On the other hand, with the difference of network, technology among operators become less and less, the sustained action of country's asymmetrical regulation policy and gradually implement of state's interconnected policy, the competitive subject among operators gradually transit from price-oriented to marketing channels oriented.As the supporter of operator assume the marketing and services, the marketing channels become strategic resources for operator to create competitive advantage and improve the competitiveness. Who owns the marketing channels will have the consumers and take initiative in future's competition. Although operators gradually realize the importance of the evaluation of marketing channels, it is hard to maximize the efficiency of marketing channels in actual assessment and the evaluate outcome can not carry out.This article takes Shanghai Unicom for an example, proceed from analysis category of telecom industry's marketing channel and assessment's current situation, draw on balanced scorecard and give consideration to the requirements of shareholder, staff, government, agent, cooperator, competitor, customer and other stakeholder. In the basis of the marketing channel now confront opportunities, challenges and development goals from following four aspects:financial, customer, internal business processes and study and growth, establishing organization strategy map and assessment frame of marketing channel, pointed out the problem in channel assessment and put forward the optimizing action target on Shanghai Unicom. For operators accurate controlling channel, promote channel evaluated efficiency have provide valuable suggestions.This article including following five parts: Part 1, State research purpose and significance, on the basis of defining related concept and bibliography arrangement to bring forward the research methods and frameworks about this article.Part 2, Lead in a balance scorecard and stakeholders theory and discuss the feasibility of related theories'assess and application in telecom industry.Part 3, Take Shanghai Unicom for an example. Put emphasis on analysis marketing channel's current situation and problem under the competitive structure.Part 4, Use balanced scorecard and stakeholder theory to build the Shanghai Unicom strategy map and marketing channel evaluation framework and bring forward private channels and distribution channels should be classified to evaluate the focus and improvement suggestions.Part 5, Conclusion...