The Research On Optimization And Management Of Marketing Channels Commission Of China Unicom ChangSha Branch Using Compound Commission Model

Marketing channels is the basic carrier that the marketing mix improves the function. Marketing channels commission is the most important links and economic leverage between telecom carriers and marketing channels. Today, marketing channels commission has become one of the most important means that the telecom carriers occupy market. Compound commission model is a kind of new marketing channels commission that has to do with the sale of channels and the volue of consumer. It has the double functions about sale and services, and has become the unique choice to adapt to the increase market and the storage market challenge for telecom carriers.In this thesis, on the basis of long-term managements and extensive market researchs, The model,characteristic and response of marketing channels commission has been found out by SWOT model. Then,the idea of design about marketing channels commission has been advanced. The thesis point that the design principle include controllability,feasibility,continuity,guidanc,flexibility,And also point that the three facts of marketing channels commission include the fixed commission,service commission and reward commission. At the same time, this thesis has studied out a scheme based on compound commission model and has accomplished the simulation of theory and the test of practice.In the end, based on two-dimensional compound commission model, this thesis has given a idea that two-dimensional compound commission turns to three-dimensional compound commission. Then, this thesis has formulated the model of the"value management of marketing-channel life-cycle"and given a management strategy facing to 3G for China Unicom ChangSha Branch.