Research On The Marketing Channel Optimization And Management About Shanghai Xinmin Telecom Company

After sixty years' development since China's establishment, five historical development stages, China Telecommunication, as a basic industry in China, has developed from monopoly leading by the government to three big telecommunication operators leading by China telecommunication, China mobile and China Unicom. In the fierce competition, the marketing channel is not only important strategic resources of the enterprise, but also the main manifestation of the competitive power of the enterprise. Channel optimization and effective management, therefore, have become the key to the fast development of the enterprise.As the subordinate region company of China Telecom, Xinmin Telecom, for quite a long time, has monopolized in this region. With the deepening telecommunication market reform, the market competition is fiercer than ever. The existing channels still have difficulty adapting to the competition request, which have already grown out from nothing. It's still a problem, however, for a company to solve optimization and management of the marketing channels. Based on the systematic elaboration of correlative theories of the marketing channel, this article sets channel pattern optimization and the management of Xinmin Telecom as the object of study. The article focuses on the business of Xinmin Telecom, groups of customers, current channel strategy and channel operation, and marketing channel condition of competitors. It also analyzes the questions and the reasons which exist in the current channel strategy, the systematic elaboration being put forward in terms of channel targets, tasks and structures, functions, etc.. Measures of channel management, at the same time, are put forward in partner choices, motivations, cooperations, conflict management and control.The article is based on the hope that through channel's optimization and effective management for Xinmin telecom, the channel could be made to adapt to the entire trade development, and the channel's overall operation efficiency would be improved. The company's region competitive advantage should be guaranteed, which also could provides further suggestions for marketing channels of the other domestic telecommunication enterprises.