Strengthen The Channel Construction To Promote The Ability Of Business Development

Along with the increasingly intense competition of mobile telecommunication market in China, marketing channel as an outpost of communications operator in the market plays many important roles including business promoting, customer servicing , market information collecting and so on. And it's playing a more and more important role in the development of operators. Based on the various channel problems those the ER Branch Company of China Unicom faced to in the intense competitive environment, this thesis raises the issues which should give a deep research, and describes the research purpose and its significance.Since the ER City Branch Company of China Unicom has been established, the construction of marketing channel has developed from the initial self-building business hall domain to the channel structure which is "agent-based, self-Management auxiliary" to adapt to the need of mobile communications business's development. However, along with the increasingly growing strength of agents and the increasing complexity of business channel, the agents of channel can only bear some sale's functions. But the other important function of marketing channel—customer servicing has to be taken only by the self-building channel. So that causes many problems, such as gradual weakening of channel power and losing the control ability to the agents to ER City Unicom according to the theory of channel power's dependency. So the validity of channel management of ER City Unicom waits to be strengthened urgently.Taking advantage of the scientific knowledge of management and the theory of marketing and based on the full analysis of competitive environment that ER City Unicom faced to at present, the thesis focuses on the analysis of the existing problems and their causes of formation, and proposes a set of innovative ideas and solutions that aimed at some aspects, such as strengthening the construction of channel entity, raising the proportion of self-management sale, promoting the commission's mechanism of persistent effect, standardizing the social channel management and strengthening the control power of various channels.