Channel Strategy Design And Implementation Of Shan Dong Mobile After Restructuring

According to the telecom restructuring project of Chinese government, which was published in the 24th May 2008, after restructuring the China Mobile Telecom Company has faced the more serious marketing competition situation than before. After restructuring, China Mobile, CNII and China Unicom will become the operational companies of all the operations in communication industry together. Thus, in the early stage, these three communication companies will form the "comparatively equilibrium situation of telecommunication competition". For the local companies of all provinces, the situation of the competitions in telecommunication market has changed a lot. To sum up, the advantage of Shandong mobile has been cut, and meanwhile the competitors' quantities, strength and operational competition range have increased.In the competition before, with explicit target of development, Shandong mobile used channel strategy, price, product discrepancy, predominance of management, and visualize of brand mark as its basic competitive strategies, and Shandong mobile ascertained the market strategies, which were mainly depending on channel strategy. Shandong mobile actualized effective measures of marking selling. As Shandong mobile had advantages in capital and its brand mark, it had signed large amount of agreements to develop social agent channels, and had got 90% of new customer in the marketing share. Shandong mobile was in the top of telecommunication market. However, after the restructuring, facing to comparatively equilibrium situation of telecommunication competition, comparatively capital and comparatively numbers of customers, Shandong mobile cannot continue the marketing sell strategies, especially channel selling strategy if the company wants to keep its advantages in competition for long time.This article will focus on the design and actualize channel selling strategy of Shandong mobile in the early stage of telecommunication restructuring. It will briefly analyze the internal and external environment of China Mobile before and after restructuring. It will also analyze the reality of domestic telecommunication, especially using SWOT to analyze the competitive situation, what the China Mobile Communication Company will face after restructuring. This article will analyze and expect the situation of competition before and after telecommunication companies' restructuring in Shandong province, and meanwhile do the research and forecast of all kinds of telecom companies' competition strategies and channel selling strategy, and also do the comparative research of Shandong mobile and other competitors' channels in the area of distributing, quantity, cooperation character and etc.Then the article will analyze the structure of channels of Shandong Mobile, the contributions of different channels, and the problems and disadvantages of these existing channels. In section four, it will provide the channel selling strategy and actualizing projects of Shandong Mobile. This section will include the orientation of different channels, and will allocate the opinions about how to stabilize the core social channel, improve important customers' service channel, convenient channel, develop increment operation, develop industries cooperation, occupy internet cooperation channel, optimize the structure of channel. This article will provide suggestions and opinions about how to reduce the conflicts of channels, how to strength the relationships within channels, cultivate the loyalty of social channel and how to control and manage social channel. Meanwhile, this article will discuss the needs, which are used to support channels, including providing stable and fluent monetary reward system, propaganda promoting support, operation support, channel information management system support.