The Study On The XA Unicom Optimization Strategy Of Marketing Channel

China Unicom enters into telecommunication market for breaking monopoly in 1994 according to the orders from State Council and Information industrial department. The monopoly is broken gradually with the development of China Unicom. However, market share of China Unicom has always been below 30% in 14 years. The experts have various views about this. The author think marketing channel having great influence on core competitiveness is the very important factor relying on many years employed experience. The dissertation gives a deep analysis on XA's marketing channel for finding a way of making channel better and designs a general optimization strategy by taking this breakthrough point.The dissertation points five problems on marketing channel through analyzing it wholly with channel theory and SWOT on the basis of initially searching on researching of domestic and foreign with literature methodology, including imperfect channel function, unreasonable marketing layout, few exclusive channel member , lacking enough loyalty of business agent, serious channel conflict. Relating to present situation of XA, the author takes a set of optimization strategy from present and medium and long term respectively. From present view the dissertation takes five particular optimization strategy including channel structure, channel loyalty, channel possession management, channel conflict and channel control. From the view of medium and long term, the dissertation takes medium and long term optimization strategy of XA for adapting upcoming whole competitions in three telecommunication operators on basis of forward analysis and design, including conformity existing channel, regionalizing marketing service and so on.The author think should enhance the development of entity channel, direct sale channel and electronic channel in innate channel aspect. On the other hand XA should strengthen the development of sell field, cooperation selling area and the dark blue convenience store in cities and the development of villages and towns selling area, retail shop, village information service station and social direct distributors in countryside. In industrial cooperation aspect XA should enlarge the friendship with electrical appliances chain-like enterprise, postal service and bank. In channel management aspect, XA should standardize the market order, reduce the channel conflict, strengthen the channel support and complete the channel control. The author makes the future three year expense budget in view of plan to "cross a river in a boat together" at the same time. In the establishing channel check and incentive mechanism aspect, the author suggests that arouse channel's enthusiasm through the integral way. The dissertation has drawn up the safeguard mechanism which the channel optimizes, including understanding guidance safeguard, organizations and agencies safeguard, channel expense safeguard and system flow safeguard for making the whole optimization strategy more efficiency.The author has drawn the certain conclusions with the research ways of theory analysis, proof, investigating true data and forecasting and so on. Although still having some flaws, the dissertation can provide some inference to telecommunication operators to constructs the reasonable marketing channel system under new situation and to some researchers focusing on other researches about market channel.