Beijing Telecom Marketing Channel Design Research

Beijing branch of China Telecom is a latecomer in Beijing telecommunication market. Bidders have to channel the world. Beijing Telecom should make sure its competitive position and design suitable marketing channel system in order to gain more market share in the market.In this paper, first have made sure competitive position by analyzing the marketing channels, corporate SWOT and recent marketing strategy. Then, analysed channel incomes, commissions and channel questionnaire to find problems in the original marketing channel system and make sure the new marketing channel strategy and determine the high-performance channel system design direction. Redesign the channel system by adjusting coverage pattern of channel and the definition of channel management duties and responsibilities of channel members through the delineation and analysis of key target customers.Then, it proposes the capacity requestion both in corporate and cooperators for the high-performance channel system, illustrate the key capacities, the original cooperators advance direction and the objective cooperators in Chapter 5.As a market challenger, Beijing Telecom should have a high-performance marketing channel system, which can improve integration between direct channel and cooperation channel, can promote complementary between regional sales and industry sales, and effectively resolve the conflict.