The Research On The Channel Of Add Value Business Of XX Company Of China Mobile

In recent years, with the high-speed development of the telecom technology, the number of the customers grows quickly with the speed of 5 millions per month on average, however, the APRU of each customer of China Mobile decreased year after year, Thus, to find the new point for the growing of the revenue becomes the most important task for the development of the China Mobile. the revenue of the XX company of China Mobile increased more than 10% each year, but the basic business grows slowly, while the value-added business increases dramatically, which becomes the new point of the profit, especially in the performance of the message and online games area, which shows the bright future of the value-added business. Thereby, the excellent management of the channel plays an essential part in the long-term and healthy of the service to the value-added business. In this essay, combined with the theory and reality, based on the analysis of the trend of development, the environment of the value-added business of China Mobile, it advances the strategy of the value-added business channel of the XX company of China Mobile.Firstly, this essay analyzes the concept and the characters of the value-added business and the channel of the added value business. Secondly, based on the situation of the channel to the added value business of the XX company of China Mobile, it is analyzes deeply about the current problem of the channel of value-added business, and establishes the direction of the improvement of the value-added business channel. Thirdly, according to the analysis on the trend of the development of the channel of value-added business, it suggests general routine and structure of the development of the channel to the added value business, explains the strategy in details: target on customers/product/function, ensures the best solution for the matching of the channel and the product. Also it focuses on the principle of allocation of the resource of channels, the flow of the choice of channels, the support to the channel of added value business. Finally, this essay gives the conclusion of the development of the channels of the value-added business and some suggestions on the improvement of the channels of the added value business.