Studies On Marketing Strategy Of Social Channel On China Mobile In JinZhou

With seriousness of competitive situation in China Mobile, the competitive format and tendency had changed largely. Competition of communicative market had changed from product and price to service, which turned to be the most important element to form the competition pattern. When marketing channel of service comes to be the key, in some degree, the occupation of channel will be the occupation of customers and markets, and marketing management of channel therefore gets more important.This thesis analysis the influence to channel by changing of environment in detail, based on the theory of marketing channel, especially concerning the present work to study the strategy of social channel of the branch corporation of China Mobile.By analyzing model of communication market and channel of China Mobile in Jinzhou, the thesis conclude the following problems on statue quo as: weakness of control in distribution channel; chaos of price caused by irregulation of channel; variations of service; amounts of agents without scientific management; lack of evolution of encouraging policy and its permanence.Under this background , the thesis study and analyze grade of social channel, strata of social channel, non-contract direct marketing channel management, perfect social encouraging policy, promotion of controlling social channel in the field of social channel management, by beginning with the problems existing in social channel management of China Mobile in Jinzhou. It aims to promote the management efficiency of social channel, to control the social channel further, and to reduce the peril of corporation's operating.