Research On Innovations And Applications Of Marketing Channel In Telecommunication Enterprise

Taking the market marketing theory and method as the instruction, and telecommunication operation business as research object, this article analyses the connotation, the characteristic, the function, the flow, the structure, the determining factor, and evolution of marketing channel. According to the telecommunication market characteristic, the telecommunication industry development condition, the article has further analyzed development and characteristic of marketing channel for the telecommunication operation business. The goal has been pointed out which telecommunication operation business carries on the channel design, is to gain competitive advantage through the marketing channel strategy.Based on the above analysis, microscopic and the macroscopic root of the marketing channel pattern innovation had been analyzed which the telecommunication operation business carry on. At the same time, the marketing channel pattern innovation inner dynamics and the external condition had been analyzed. Combined current marketing channel pattern, had been analyzed the key teaches of channel pattern innovation for telecommunication operation business and the main strategy to improvement marketing channel.Finally the article has discussed the marketing channel innovation pattern in the telecommunication operation business practical application question. In This part, according to concrete enterprise——Hunan Unicom, significance of direct sale pattern construction was analyzed for telecommunication operation business. And according to Hunan Unicom's characteristic, the necessity and the feasibility of constructing direct sale channel pattern was analyzed in the Hunan association, as well as the question existing in the construction direct sale channel pattern. Based on the above-mentioned, Article direct sale channel construction had been elaborated from the design and the adjustment aspect and so on to direct sale channel. At the same time, this paper had analyzed How to construct the direct sale channel management system for Hunan Unicom from six aspects: organize management, team management from and so on. At last, this paper has appraisal led its direct sale channel.