Research On Innovation Of Marketing Channel Of China Mobile

With the continuous implementation of system reform in the Chinese telecommunications industry and rapid development of mobile communications in recent years, the domestic mobile communications industry is shifting gradually from a seller's market to a buyer's market, while the trend in competition focus is moving from network technology and price to marketing channels. Marketing channels have become the most essential component in core competitiveness for mobile communications operators.In recent years, there have been a vast number of achievements made, and articles published, in mobile telecommunications marketing channels. However, since some researchers are not from the communications industry, they do not have a thorough understanding of the unique characteristics and development trends in the mobile telecommunications industry, and only apply general theories and methods of marketing channel selection in the mobile telecommunications marketing field. Consequently, some studies are deficient in industry characteristics and are not comprehensive, while conclusions sometimes lack pertinence and are non-operational.The research methods applied in this thesis include literature review, case study and key factors analysis, etc. Among these, the literature review is used in the study of marketing channel theory and the development of the Chinese telecommunications industry. Case study and key factors analysis are the main research methods deployed in the innovative marketing channel development of Heze Company.This thesis describes and analyzes how mobile communications operators can select optimal marketing channels scientifically and rationally. It includes in-depth analysis of some key issues and puzzles in the development of Chinese mobile communications industry marketing channels. The current status of marketing channel development of the Chinese mobile communications industry is described, and the main problems faced in development are stated.Innovative marketing channel selection is the means by which mobile telecommunication operators achieve the "optimal" approach composition, and enable their products to reach the target market. The so-called "optimal" can be interpreted as the determination of the structure and function of marketing channels that reach the target market while letting mobile operators maximize profit for the same cost or minimize channel cost with the same profit. The major factors affecting marketing channel selection for mobile telecommunications operators are listed as follows: products, customers, the strengths and business strategies of operators, marketing channels, competitors, and the social environment.Based on key factor analysis of mobile telecommunications marketing channel selection, this thesis proposes the principles that should be followed in the innovative development of mobile telecommunications marketing channels, including the principle of economic efficiency, the principle of suitable coverage and scale, the principle of stability control, the principle of coordination balance and the principle of competitive advantage.This thesis presents the models and methods related to selection decision-making for the innovative development of mobile telecommunications marketing channels. They provide the decision-making references for the administrative departments of the major operators in the telecommunications industry, and national supervision and administration departments.Finally, in accordance with the development history of Heze Company marketing channels in previous years, combined with the reality of Heze Company in 2004, the author applied the selection decision impact model for mobile communications marketing channels, analyzed the factors that impact the selection of mobile communications marketing channels in Heze Company in the current situation, developed an implementation strategy for the selection of Heze Company marketing channels, and summarized the implementation procedure and the results.This thesis includes theoretical analysis and feasibility studies, and also empirical study based on a large amount of market data from Heze Mobile Telecommunication Company. The conclusions of the thesis have a universal significance as well as high application value. They have important significance for the Chinese mobile telecommunication companies and operators towards the development of rational marketing channel systems, while enhancing their competitiveness under new situations.