Study On The Marketing Channels Transformation Of Fixed-Network Operators In The Full Service

In recent years, China telecom industry has undergone a continuous and rapid development stage; the market competition has been more and more intense. The mobile service largely popularized causes the fixed-network operators' customers to grow slowly, and ARPU glides down suddenly, which stands for that the China fixed-network service has marched into the mature period. With the deepening of the telecom reform and the 3G arrival, the telecom operators are coming to a new area, where every operator will be a full-service operator. At that time, telecom operators will be in more opener, transparent, and effective competition environment, and there is little difference in technology, service and price among the operators, the homogeneous competition will be intensified.In the full-service epoch, the marketing channels as one of core competitive power may become the sharp weapon to detain the old customers and to capture the new customers. So the study on the telecom operators, specially the fixed-network operators marketing channels transformation has the practical significance. How to design, construct as well as manage the full-service marketing channels, to improve the efficiency of marketing channels and customers' satisfaction, will become the key point and the difficulty for the fixed-network operators marketing channel transformation.The dissertation firstly combines some characteristics of telecom industry to expatiate the marketing channels theories; then thoroughly analyzes the China telecom industry and its marketing channels development evolution course as well as the present marketing channels situation of the four main telecom operators, and elaborates the necessity of fixed-network operators marketing channels transformation; then puts forward the mix full-service marketing channels system; finally makes some suggestions on the fixed-network operators marketing channels transformation.