Research On Integrating And Optimizing The Marketing Channels Of CNC Shandong Branch

With the reforming of the telecommunication system in our country, the market of China Telecom has moved from monopolized stage to oligarch stage. Every telecommunication operator gradually pay close attention to its income share, occupation rate of market and customer satisfaction. To reach the above goals, the most direct means is to promote the marketing service ability of every enterprise. The history of telecommunication in our country can be traced back to 100 years ago, but the real market-based operation is from 21st century. Without any precedent which can be consulted in the construction of marketing channel, so it is the only way for us to finish this mission depending on constantly trying and accumulation of experience. The pendulum of construction of the marketing channel is an urgent and thorny problem in front of every telecommunication operator, and the situation of CNC Shandong Branch is no exception.Through learning from international advanced operator and exploring on its own, CNC Shandong Branch has made a lot of progress on the marketing channels construction. However, with the changes of the market environment, questions in existing channels begin to reveal out, and it is extremely urgent to optimizes the channel.Based on the latest theory and the experiences of Telecommunication operators both in and out of China, considering the characteristics of products,customer system and enterprises' development goal of CNC Shandong Branch, this paper put forward the scheme of combining and optimizing marketing channels of CNC Shandong Branch.There are five chapters in this paper. Chapter one made simple exposition on the marketing channels system of the telecommunication trade, analyzed the environment for construction of marketing channels, and had preliminary research on other operators'construction of marketing channels. Chapter two researched on the channels situation of CNC Shandong Branch, pointed out the existing problem in channels. Chapter three discussed theoretical foundations of combining and optimizing the channels, explained the basic principle for resource distribution of the...