The Research Of Longnan Mobile Channel Optimization And Management

The marketing idea that the channel is the king is generally accepted by all marketing profession, and obtains the widespread confirmation in each industry, especially in present domestic telecommunication market.Telecom oprators have become more concerned about the marketing channel which can bridege the customers and companies,as the products and the service provided by the three giants(Chian Mobile,China Telecome and China Unicom)are highly homogenized in 2008 merge and acqusition.Undoubtedly, marketing channel which is unique and cannot easily been copied in short terms has been regarded as a kind of strategic resources.The same with Longnan telecommunication market-the three giants have been facing the same situation. So, it is realistic to consider how to form the unique superiority and the sustainable development capability by marketing channel's establishment and the optimization of the enterprise own. So, the marketing channel's construction and the optimization of the Yong-deng mobile company are the thesis topics. The questions were researched which are existing in the Longnan mobile company's marketing channel by analysis each kind of marketing channel theory, the way of marketing channel theory's foundation, the actual situation which Longnan basic situation and its innate entity channel, the social channel as well as the countryside channel's situation. Then, the article further analyzed the construction and the optimized principle the telecom marketing channel, the marketing factor and the feasible pattern and to construct an optimized marketing channel frame unified the existing marketing channel's actual situation in Longnan mobile company, whose sub-channel's function was also elaborated. The construction and optimization of the marketing channels are the first step and an importantly step is the channel effective management. And so, this paper finally studied the method about management optimization in the corporate entity channel, the social channel as well as the countryside channel. It is expected that conclusion drawn by this paper will be useful to the Longnan mobile company in the marketing channel's further construction.