The Raising Research On Strategy Of Marketing Channel Of Chinaunicom Y Company

With the development of mobile services in China Telecom and rising of the coming 3G business, competition of mobile market will be exacerbated. And the model of telecom market in Y city will face a new round restructuring. It will meet a much more fiercely competitive environment. Therefore, the urgent affairs for Y Company must take the measure to strengthen core competitive competence for the coming market challenge, including how to choose multiform channel model and solve the problems in current channelsBy applying the theory of marketing Channel to the actual situation, through analyze the development and marketing model of domestic telecom company in China, this thesis aims to present the channel of Y Company, based on the actual situation. It is a kind of channel which keeps society cooperation as the dominant role and self-owned as the subsidiary role. In the thesis, six problems which do harm for the development of Y Company channel are found, according to the analysis about the channel of Y Company. Aiming at these problems, the strategies are presented from six aspects. A. Optimization of channel structure. B. Optimization of channel function. C. Optimization of management models. D. Enhancement of channel loyalty. E. Improvement of channel controlling capacity. F. Promoting the management of conflicts. The conclusion has great reference value on how to choose reasonable marketing models and how to improve current channel for Y Company and other telecom enterprises.