The Reconstruction Of Marketing Channel Pattern Of The Mobile Communications Service Of Xi'an Branch Of China United Telecommunications CO. LTD.

Owing to the market opening, the restructure of the telecommunication industry, and the introduction of 3G, domestic telecommunication enterprises are facing both the development opportunities and the competition threat. So, Xi'an Branch of China United Telecommunications CO. LTD. must through innovation to adapt the market change, to gain the competition advantages, and to achieve the continuous development. Then the reconstruction of marketing channel pattern of the mobile communications service becomes the very urgent task of Xi'an Branch of China United Telecommunications CO. LTD.Using the case study method, the comparative study method, and the SWOT method, this paper analyses the problems and the causes of the present marketing channel pattern of the mobile communications service of Xi'an Branch of China United Telecommunications CO. LTD., points out the significance of the reconstruction of marketing channel pattern of the mobile communications service of Xi'an Branch of China United Telecommunications CO. LTD., and, On the basis of those, analyses the designing plan, the implement plan, and the predict effect of the reconstruction of marketing channel pattern of the mobile communications service of Xi'an Branch of China United Telecommunications CO. LTD. From the analysis of this paper, it is concluded that, the present marketing channel pattern of the mobile communications service can not meet the development demand of Xi'an Branch of China United Telecommunications CO. LTD. any longer, so the reconstruction of marketing channel pattern of the mobile communications service is of great importance of Xi'an Branch of China United Telecommunications CO. LTD., and the pattern of "rely mainly on the own channel, the controllable channel provides powerful guarantee while the uncontrollable channel is subsidiary " is the one fit the reality and the future development of Xi'an Branch of China United Telecommunications CO. LTDIn order to construct the pattern, some implement measures must be taken including the implement strategy, the implement stages, and the organization guarantee. On the other hand, the evaluation, from the channel construction, the achievements evaluation, and the risk precaution to the predictive effect is also necessary.