Model Zj Mobile Social Marketing Channel Management

Marketing Channel Competition has become the main direction of competition among different mobile service providers in China. It is even more important to know the controlling and management of marketing channel. Reasonable and effective marketing channel control for mobile providers plays an important role on achieving strategic objectives, increasing competitive advantage and the long term sustainable development.The paper First analyses the ZJ mobile channel management status in early time, by listing ZJ mobile channel management most obvious eight problems-bad management process; disordered channel network; number cards are obtained without permission; un-average card resource allocation; no restrictions on selling the quantity of cards; channel manager privately transfer cards; the casual collection of card number; and channel branch selling cards for their competitors. The cause of the problems mentioned above "result-oriented management" strategy. According to the above problems, ZJ mobile has applied the entire process channel management. It has established a complete fine management process of channel, separated channel network by purposed, authorized only seal and automatic averagely distribution number of cards on sale, restricted the order card quantity, used appointed courier company to transfer, provide channels to inquiry the number collection, and made clear system of rewards and penalties to channel branches. Finally the compare between " entire process channel management" and "result-oriented management" has clear shown the advantage of the former one.The discovery of channel management in the company is of very important practical significance. It can be applied for mobile providers to finish strategic objectives better.