The Application Of Intra_Marketing In The Management Of The Self_Operated Marketing Channel Of The Mobile Operators

The marketing channel plays a very important role in the operation of companies. China Mobile, the biggest telecom operator in China takes the marketing channel as one of its three strategies and invested a great deal of money in the construction of a large amount of business outlets operated by its own. But how to make these self-operated marketing channel have a good performance and how to make full use these business outlets is a great challenge to all members of the managing team. Intra_marketing,as an innovation of management provides a new way to these problems. The intra_marketing management pays its attention to improve managing efficiency and outcome. Under the intra_marketing management mode, the enterprises turn from acting as a whole to the acts of its staffs' individual behavior and the internal transactions turn from plan to market and the managing regulations turn from static to dynamic as to adapt to the changing environment. To apply the intra_marketing management to the managing of the self_operated marketing channel is to get the marketing rule into use. Making the law of value, economic lever and competition mechanism run in the self_operated marketing channel and thus the relationship between the worker and the business outlets, the relationship between the business outlets and the department turns from pure hierarchical to the combination of hierarchy and economics. It also turns the relationship of the team members and the outlets from cooperation to business relations and thus maximizes the enterprise's outcome.