Channel Management Strategy Of Shandong Unicom Based On Channel Power

With the corporate restructuring and reform of telecommunications, the former China Netcom and China Unicom merged into the new China Unicom Corporation based on national policy.. Shandong Unicom, as a branch of China Unicom in Shandong Province is facing enterprise integration, all business development,3G market for business development and other important issues, the construction of integrated marketing channels is an important content.As an enterprise marketing management, Marketing channel is an important element related to the business success of the product into the market to meet the needs of target markets,to expand product sales, to obtain a sustainable competitive advantage. With the fierce market competition and technological change, channel has become increasingly important for marketing services. Effective channel for marketing services will not only enhance the marketing capabilities, but also can enhance customer satisfaction and loyalty. At the same time, the channel edge is not easy to imitate, more sustainable,as the important features of company's core competitiveness.In this paper, I draw on the successful experience of international and domestic telecom operators, analysis channel planning of Shandong Unicom with the channel power-control theory. Combined with Shandong Unicorn's current strategic objectives, determine the channel strategy of Shandong Unicom:Integration of channel resources, channel management innovation to improve channel marketing services capabilities; strengthen Shandong Unicom channel power to ensure the leadership position of Unicorn's channel. Conclude the specific channel strategy of Shandong Unicom:To build such a channel system, self-owned business hall as the core, the community manager, direct sales channel, social cooperation channels, electronic channels, are all important component.