Study On X Company Entity Marketing Channel Construction And Management

In view of China telecom industry recombination, the business speed of telecommunication operators accelerated further and the market competition would be fierce more than before. On one hand, production and service become homogeneous highly, therefore, it's urgent to establish one set of integration system which should be provided with clear position, fine management, strong executive force and channel coordinating etc. On the other hand, with 3G businesses continuously being introduced, the communication enterprises need to fully utilize their own channel access fully in order to give impetus to 3G business.China Mobile Group Liaoning Co.,Ltd. Shenyang Branch (hereinafter referred to as the X company) is subordinate prefectures in Liaoning which is responsible for the business, network construction and maintenance and customer service in Shenyang District of China Mobile telecommunication. When X company face atrophy new market, feeble profit and industry competition, how to deal with marketing channel construction and management becomes the most urgent investigating problem. Through analysis of X company entity marketing channels, the current situation and existing problems of the channel of the construction and management put forward some solution methods and suggestions, its main purpose is to ensure the company effectively resist market risk and keep the channels competitive advantage and raise efficiency, to achieve the company marketing channels of fast and continuous development.X company entity marketing channel established since 1996, after 10 years of development has formed a comparatively perfect entity system, and has basically completed marketing channel construction in marketing promotion, business development, service customer acceptance, brand management, and image promotion.Although this is an important development in actual work, X company still has unreasonable channel structure, channel disorder, inefficient management and risk control and weak loyaley of affiliates.The lack of collaborative communication limits the speed of X company's business development.To solve the above channel construction and management problems, we try to establish operation systems, internal integration of existing system review and optimization,lay a foundation by establishing a standard operation for the channel synergy,establish a system based on foreigh carding, construct a customer oriented integration mode. according to customer preferences and consumption habits, product marketing based on precision requirements, and through perfect system support, to realize the maximization of efficiency.X company operation system design is according to X company market management integral arrangement plan.Therefore the general idea of constructing the entity is:optimizing structure,and promoting the management support system, In channel construction and management, integration and utilization of available resources, and quality control there should be, strengthening the basic work of management, mainly through "a perfect, two synergy, five reinforcement" implementation, realizing entity channel "straight and direct control, straight for", improving marketing effectiveness work objectives and responding to future diversified product sales, and diversified market competition.Does not mean X company perfect entity marketing channel construction hind can once, let the marketing channel can for the company to create the greatest value, need channel management as a core business to carry on the long-term unremitting operation and management, and constantly excavate and upgrade the channel operation capacity, find the best management practices, maintain company business virtuous circle. We are strategically strengthen channel planning and control, deal with self-owned channels and social channels, separately from the primary and secondary relations how self-owned channel efficiency evaluation and promotion, postal service hall perfect function and services to enhance the ability, entrusted manager management, how to carry out social canal grade delaminated management, channel image management, remuneration system management, channel straight for management, channel satisfaction management, system support, strengthen the management of two entity marketing channel management means, promote enterprise to obtain and enhance sustainable competitive advantage.After integration system being established, X company will take advantage of all kinds of channel advantages, operation mode of innovation, development, experience is being Shared,and internal strengthened continuously, formed to the company's development channel management standardized operation, channel loyalty ascension, channel collaborative operation, precision marketing, customer perception favorable situation, make the ascension of X company continuously to enhance core competitiveness.