Qinzhou Branch Rural Marketing Channel Strategy, China Telecom Study

With the advent of the full-service operations era and the continuing evolution of communications markets, China's telecommunications markets become periodically saturated. The pace of growth is apparently slowed down and the urban market has very limited incremental space. Consequently, the major carriers turn to the development and competition of the rural markets for the purpose of maintaining continuous market growth. Since the products and promotion strategies from different carriers tend to similar with each other, the marketing channels which reflect the competitiveness become more and more important. It is said that those who obtain the channels obtain the markets. Under this background, this thesis discusses how to optimize and adjust the market channel in rural areas so as to meet the needs of full-service operation and increase the core competitiveness of Qinzhou Telecommunication in rural markets.In the original rural channel architecture of Qingzhou Telecommunication, there are many key issues that prevent the market development, for example, single channel mode. Besides, the traditional could not well address the full-service competition demand. The role of E-Channel and direct sales business mode is limited. The Social channel such as cooperated agency is not paid enough emphasis. The quality of sales team is poor and lacks the strong support from higher level managers. Both the training and the incentive mechanism are inadequate.Based on the channel management theory, this thesis analyzes the key issues that constrain the development of Qingzhou Telecommunication rural channel, with the aim of short and wide rural market channel structure and flat channel management, proposes the Qingzhou rural channel optimization and improvement approaches which includes the channel structure optimization, channel management mode innovation, channel control improvement and the channel conflict management.According to the characteristic of Qingzhou Telecommunication rural market and the current condition of channel management, this thesis presents the operable channel optimization and adjustment solutions, which are meaning for the practical reference.