Research On Innovation Strategy Of Marketing Channel System Of China Mobile DongYing Branch

Although more and more studies on marketing channel of telecommunication operators were carried on in recent years, there are some differences of marketing competition environment in different religion because of the difference of economy, society and culture. Because of the different characters in DongYing, the author find that there are some new problems when we using the marketing channel theories to the local market. So, we should study how to set-up rational channel system in the new environment of marketing competition, according to local market characters.Using the newest marketing channel theories, applying data studies, SWOT analysis, case analysis, critical factor analysis, combining with the channel management studies of telecommunication operators, especially China Mobile DongYing branch (DongYing Mobile), the paper analyses the effect of channel system to core-competitiveness and discusses the measure to strength marketing channel.DongYing market has entered a new stage: the urban market has increased slowly, exquisite competition, rural market needs developing urgently. There are some important problems of the former channel system that restrict market development. The paper analyses the five key channel factors that effect core-competitiveness, including the plans and distribution of channels, the patterns of channel management, the loyalty of channels, controlling to the channel, and conflicts of channels. The central problems include that, the urban marketing channel distribution is disproportional, the rural marketing channels are deficient, the centralized management pattern can not adapt to the demand of channel development, monopoly sales are disloyal to the company, the control ability to the big sales is weak, the profit conflict between the agents and the company channels. Along with the exquisite competition, the control and the contention to the marketing channel are more and more hotly, DongYing Mobile should optimizes and promotes the existing market channels, to becoming the leader of the market.Towards to it, the paper provides the detailed resolving scheme to promoting core-competitiveness: optimizing marketing channel structure, innovation of marketing channel management, improving marketing channel loyalty, promoting ability of marketing channel control and conflict management. According to putting "The three Best Ones Projects" and The project of "Many hands make light work" into practice, finalizing the management of channels' regionalization, strengthening the marketing channel control and conflict management, in order to promoting market competition, and confirming the leader status in DongYing. In this process, we introduce the assess system, sum up effect and deficiency in time, to prompting the channel's upgrade.There are theoretical analysis and positive research to DongYing telecommunication market in this paper, and the conclusion has certain common significance and higher application value. The paper has important reference to setting up rational marketing channel system, and prompting company core-competitiveness.The innovation of the paper is that it studies the issue of optimization and management of the marketing channel system that the market developing center has been transferred from the urban market to the rural market, which the present research studies rarely, and has important value to others.