The Study Of Marketing Channel Build-up Of China Unicom TianJin Branch

With gradual deepening of WTO process, telecom industry in China is facing the drastic challenge from foreign antagonists. In comparison to foreign competitors, there still exists a great gap in the marketing management, especially in the marketing channel management.For telecom industry, marketing channel is the way to expeditiously and efficiently bring telecom service to the final customers. It is one of the most important competition advantages, which also contains the most variable ingredients. Nowadays, as the technology, quality and price of telecom products become more and more similar in different companies, the most direct drive that contributes to the diverse competition advantage for telecom industry is the successful build-up of marketing channel.This article takes the marketing channel build-up of China Unicom Tianjin Branch as a sample. Under the direction of marketing channel management theory and research methods, as well as based on the systemic analysis of experience and trend in the scope of marketing channel build-up of domestic and foreign telecom industries, it aims at comprehensively researching the status of marketing channel in China Unicom Tianjin Branch, undergoing SWOT analysis of its main operation, summarizing the existing core-problem , and ultimately advising some detail-ideas. Through the article, the author intends to offer some valuable thinking for the practice of marketing channel management of telecom industry in China, and further grope advanced strategy of marketing channel which is fit for market, and contributes to telecom industry in China. Accordingly, it can strengthen the competition of the telecom industry in China in the future.