Monographic Study On The Marketing Channels Of XY City Branch Of China Unicom In The Full Service

Marketing channels strategy is a key link of Marketing Strategy. The Marketing channel strategy of China telecom operators is the terminal link for them expanding service and supplying service. When the 3G license released to three telecom operators at 2009/1/7, the China telecom industry had become go into the competitive situation in 3G operation. Each telecom operator adjusting strategy of marketing channel would directly impact on its performance, the telecom operator also would face some problem, including the needs of industry transformation, transformation of traditional marketing channel operation and the mode innovation of the new marketing channel.The thesis discussed the problem mainly around the marketing channel strategy. By analyzing the formation of China telecom industry competitive situation, the release of 3G license and other policy background, and analyzing the status of industrial chain of 3G technology related industry, the thesis elaborates the development status of the China telecom industry. Further the thesis analyzes the traditional operational mode of XY City branch of China Unicom,and analyzes its adjustment and change of the product support and the channel operation strategy in 3G full service, compares the channels strategy before and after, the thesis points out existed problems. At last, the thesis proposes some prediction and opinion for channels strategy post-operation.