Study On Marketing Channel Strategy Considering Full Service Operations Of Henan Mobile

The developments of the marketing channel directly influence the company performance. Now, with the new industry regrouping and the awarding of 3G licenses, ChinaMobile, ChinaUnicom and ChinaTelecom each becomes full-service operator. They have near strength, near service; their service can easily been replaced and their price strategies can easily been emulated. Therefore, the marketing channels become their strategic resources to keep the lead. Who win the marketing channels win the world, so how to get and develop the marketing channels is an important problem for the mobile operators. In this paper, the key factors influences the developments of the marketing channel are analyzed, the situation of the marketing channels inside and outside country is evaluated, the advanced experience of good companies abroad is considered, and how to scientifically and reasonably choose the marketing channels strategy is discussed. Then we reviewed the development of the marketing channels strategy, analyzed the inside and exterior environment, further analyzed the competitiveness and the advantages/disadvantages with SWOT analysis method, and showed the problems in the present marketing channels strategy of Henan Mobile. Based on this analysis, the idea of coordinated development of various channels is put forward. We discussed it from six aspects that to clear the channel professional orientation, to raise the self entity channel efficiency, to strengthen the control of core social channels, to develop electronic channels, to improve the matching of the channels and the customer needs, to achieve the joint development of different channels. This elevated the contribution of the marketing channels to the company core competitiveness to a new heights.