The Discussion About The Channel Construction Of China Unicom Mobile Communication Business

For all the enterprises, the channels are very valuable resources, especially for those telecommunications with the characteristics of scale economics. The quantity, scale, position, business development ability, service quality and some of the other elements of the channels directly influence, even decide the development of the enterprises. The channels here means marketing channels. The strategy of the channels construction is closely connected with the characteristics of the business, marketing strategy, and the stratagem layout of the company development. After ten years'great development,China Unicom carries out a restructuring strategic under the new competition pattern,that means to change the conception of quantity scale to scale benefit.Especially as the only domestic telecommunication company who operates two mobile communication nets simultaneously, and completely operates telecommunication business, China Unicom faces big tasks such as how to achieve the utmost proportion of the income from the professional operation of GSM and CDMA mobile communication business;how to make the biggest market in the limited space, and how to make the flat channel to control the devotion of the channel construction and then achieve the utmost output. On the basis of the analysis of the background of the industry, and the characteristics of the mobile communication products, this article expounds the essentiality and the functions of the marketing channels, and sets forth the evaluation criterion of the marketing channels. It reviews and analyses the channel construction course of the China Unicom, and contrasts it with China Telecom's. It researches the problems existed in the channel construction of China Unicom, and on this basis, the channel construction of Qingdao Unicom is also analyzed. The concept, the layout strategy and pattern of the channel construction is put forward. There is lots of work needed to do to form the marketing channel and system, which is adapted the market position, development strategy, and business characteristics of China Unicom. It needs continuous adjustment and optimizing, needs the perfection of management system, service measure, and the encouragement mechanism. The initiative and innovation consciousness also need to be constructed. Qingdao is one of the most important open coastal cities in China, and also the holding city of the 2008 Olympic Regatta. Qingdao Unicom as the branch of China Unicom headquarters in Qingdao, the channel construction of it is regarded as a typical case. After the anatomy and the discussions, it provides the reference and experience for China Unicom and the telecommunication industry.