Study On Construction & Management Of China Mobile's Marketing Channel

With the progress of the telecommunications industry reform, the mobile communications market will transform to the buyers' market and the competition in this market will also intensify. It is vital for mobile communications enterprises' survival and growth to know how to keep and continuously create competitive advantages in market competition. Meanwhile, the telecommunication enterprises also face the challenge to establish marketing outlet advantage and develop it into a long-lasting competence.After analyzing marketing channel theories, the international and domestic market environmental evolution, and the development trend of the marketing channels, this article discovers that, these theories, based on the ideas of different times, different social and cultural backgrounds, and different analytic perspectives, have all proved that future market competition will focus on the construction of marketing channels. As our nation's communications market develops and competition enhances, marketing channel competition will become the theme of competition among communications operators. The development and optimization of the marketing channels are critical to form the core competences in the communications industry. Marketing channels are the frontline of the mobile communications market and are facing the urgent need to further develop and consolidate.This article comprehensively analyzes the competition status of telecommunications enterprises and the needs for service development, and lists all the available channel resources. Then, it sets up the major goal of comprehensively enhancing channel marketing capability and designs a three-dimensional system for developing the marketing and service network.. This system is composed of five parts: the tangible channel, the electronic channel, the direct sales channel, the ordinary distribution channel, and the value-added distribution channel. This article also puts forward a channel development roadmap: on the one hand, to set up more proprietary tangible channels, emphasize and strengthen their function, sufficiently make the use of their brand enhancement and sales function, and gradually strengthen their service and marketing function; on the other hand, to plan the strategy scientifically for the development of cooperative channels, innovate the operating models for channel cooperation, rebuild the value chain of enterprises, and fully stimulate the initiative and innovative potential of the non-proprietary channels.Meanwhile, as the age of 3G approaches, China Mobile must persist in channel reform and innovation, correctly handle the different types of channels, enhance the management skills of channel managers, and further strengthen the capability of service and marketing.