A Study On Marketing Channels Of China Telecom 3rd Generation

Telecommunication market develops rapidly in China. Driven by the reformance,Reestablishment and operation technique. It has formed a structure that six basic ply man and several value added service ply man are competing together. The mobile voice and IP diffluence are becoming an undeterioratable trend. The run income market share, and AUPU value of descend rapidly, the run and development environment is more difficult for China Telecom. Times of 3G coming, it will bring huge opportunity of trade for China telecom.This paper has summed up the characteristic of telecommunication market and product, talked about the China telecom market's present situation and the challenge it isfaced. It uses the SWOT analytical method to analyse the inter circumstance and the advantage deal ends of itself. Thus, this paper haspromoted that the marketing channel is becoming more important in the enterprise's marketing by the efficient service and touch between clients and channels, not only can increase the sale ability ,improve the client's degree of satisfaction and loyal, but also the tactic element that can obtain continuous, not easy to copy ,suit the characteristics of the enterprise itself which has competition advantage.Based on the clients who are divided into groups, this paper has promoted following viewpoints: Firstly, it has pointed the aim, principle, structure and tactic of channel design; Secondly, it has built the compound channel system that considers the direct sale as the core and business hall, social agency,electrical channel as the important component part; Thirdly, we have cleared about the definition of all kinds of channels and choices,functional location, organizational fulfillment of channel members. Fourthly, we have understood the different channels' relationship. Fifthly, this paper has discussed the manageable way compose harmonize encouragement and link up of channel, and the conflict's solution of channel. Besides, it has made a introduction about each channel improves the degree of clients' loyal, reservation preservation and promote the client system's function and ways, which also supports a viewpoint that taking a different approach on the different markets .The last, this paper also points out how to analyse the channel's breach and have an efficient estimation, under the new net operation's trend, the direction of China telecom's 3G marketing channel's optimize and conformity.