The Study On Marketing Channel Strategy Of DanDong Mobile

With the innovation of marketing economy, many challenges and requirements emerge in front of Mobile Operators. China will open its mobile market little by little. Many foreign competitors will enter China, and compete with native enterprises.During the period of Tenth Five-Year Plan for National Economic Development, DanDong branch of CMCC make innovations in mechanism,intensify the ability of management, make continuous progress after the reunite of Tele-communication industry. The scale of company expanded continuously, and the economic benefits increased step by step. In 2007, based on the "Eleventh Five-Year Plan" and the deeply enforcement on "development in the old industrial base of Northern East in China"strategy, DanDong branch come across the key period of development. In 2008,the reunite of Tele-communication industry,the passport of 3G,the prompt evolution in Network,the complex market environment,ask us to make the strategy as quickly as possible.So it's urgent to make scientific strategy for development and competition.After the reform of Mobile Operators, the competition in the mobile market must be more and more intense, and marketing channel competition will become the theme among Mobile Operators.The integration and optimization of marketing channels not only have practical significance to expand the market, but also strategic significance to gain long-term competing advantages. As a filial of China Mobile,DanDong Mobile must carry out the competing strategy of marketing channel efficiently. Furthermore,DanDong Mobile must consider the local market, while carrying out the strategy.Guide by the theories of channel management and strategic management,this paper analyses the present situation and competitors of DanDong Mobile, reveals some problems in practice, find the strength, weakness, opportunity and threat of DanDong Mobile.Finally, this paper gives some specific measures to the marketing channel strategy.