| This article rests on the marketing channel theory, tries hard through to conduct the thorough comprehensive research to the China Unicom Yulin Subsidiary company's(hereafter refers to as "the Yulin link") marketing channel, the discussion construction has the competitive power channel's strategy.This article carried on the analysis from the real diagnosis angle to the Yulin link's channel development process and the present situation, the induction, the summary, has analyzed the Yulin link channel existence subject matter and the reason, mainly included: First, takes seriously insufficiently the channel work, the channel scale is small, cannot satisfy the trade development the need; Second, the innate entity channel plans unreasonable, lacks the long-term corporate planning and the layout; Third, lacks the master control marketing channel, the social channel loyalty is low, the development customer's quality is bad; Fourth, the channel administrative personnels quality is irregular, the serious lag in channel's development need, the channel management is weaker; Fifth, the channel main marketing function, the service function is very primarily weak, the channel function is unitary; Sixth, the non-difference's passive form service has hindered the increment data traffic development seriously; Seventh, the new channel construction cannot satisfy the customer the request; Eighth, countryside innate channel's hard currency ability is also weak, fine refinement marketing dynamics is insufficient; Ninth, the channel drive pattern is unitary, the service proxy cost climbs successively. Then has also analyzed the challenge which the Yulin link faces, believed that the current Yulin link is occupying the rare development crucial phase, only then holds the opportunity, meets the challenge, carries on the transformation to the channel, the adaptive technique, the service and the customer service development request, changes the strain, can win initiative in the future competition, holds takes the initiative, strengthens enterprise's strength unceasingly.This article has also carried on a more detailed showing to time the channel strategy design's influencing factor, in the analysis foundation, proposed the channel development targets which the Yulin link to maintain continues the competitive advantage which should, adopt. Should expand the innate entity channel construction, displays its brand drawing and the marketing function fully, strengthens its service and the marketing function rapidly, enhances the high quality core channel's competitive power; The science plan social cooperation channel's development strategy, strengthens the service marketing channel's conformity dynamics; Perfect electron and on-line channel function, promotion electron and on-line channel's in marketing service status and function; Carries out channel's fine refinement management, strengthens to channel's controlling force, reduces cost which the channel manages. At the same time, proposed to achieve the specific measures which the channel overall development targets should adopt.Finally this article unifies author's in practical work experience, proposed should pay attention to five questions in the channel strategy implementation process: First, how about to strengthen various units to the channel work important understanding, the enhancement to carry out the strength question; Second, how about to complete the social proxy channel supervisory work the question; Third, how about to control the channel cost the question; Fourth, how about to promote the villages and towns piece area branch marketing ability the question; Fifth, how about to realize the channel management structure safeguard question. And aimed at the Yulin link to propose actually strengthened the innate channel construction, to develop the social cooperation channel, to strengthen the channel management, to control the channel managed cost strictly vigorously, enhanced the channel competitive advantage the strategy. |
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