Research On The Internal Marketing Management Of Channel Of The China Unicom

This paper analyzes thecurrent situationof China Unicom's marketing channels.Based on these analyzes, the paper constructs market-orientedmanagement system andoperation mechanism within marketing channels in China Unicom using cost management, value chain theory and transaction cost theory, and has made some results.In this paper,domestic and foreign theories focus on market operation,market management research and management practices on telecom enterprisesare reviewed. Furthermore, the paper summarizes the basic content of internal market and theoretical basis and elements of internal market management.On this basis, the overview of China Unicom is analyzed; the importance and status of marketing channels of China Unicom, as well as its system construction and the problems in system constructingare illustrated..For the problems in marketing channels, the paper proposes that the market mechanism be led in to maintain the solution.And then it elaborates the implementation of the internal market management in China Unicom focus on two aspects of construction and operation of Market Management Model.Finally, it takes Beijing Unicom as an example to analysis the effect on implementing market management in internal market channel.