Yancheng Mobile Division Marketing Channel Strategy Research

In recent years, the telecommunication industry in China has been developed by reforming, reformed by developing and achieved historic advancement. While the telecommunication industry is reforming its system, the mobile telecommunication industry is also developing rapidly, and has changed from sellers' market in the beginning to buyers' market, at the same time. Marketing channels have become the most essential component in core competitiveness for mobile communications operators.Marketing channels of mobile telecommunication industry are hotspot for research all the time. The environments for mobile telecommunication marketing competition in different areas also have great differences. Some researchers who are undertaking researches in this aspect do not have a thorough understanding of the unique characteristics and development trends in the mobile telecommunication industry. Consequently, some studies are deficient in industry characteristics, not comprehensive and non-operational.The research methods applied in this thesis include literature review, case study and key factors analysis, etc. Among these, the literature review is used in the study of marketing channel theory and the development of the Chinese telecommunication industry. Case study and key factors analysis are the main research methods deployed in the innovative marketing channel development of YC Company.This thesis describes and analyzes how mobile communication operators can select optimal marketing channels scientifically and rationally. It includes in-depth analysis of some key issues and puzzles in the development of Chinese mobile communications industry marketing channels. The current status of marketing Channel development of the Chinese mobile communications industry is described, and the main problems faced in development are stated.Based on key factor analysis of mobile telecommunication marketing channel development, this thesis proposes the principles that should be followed in the innovative development of mobile telecommunication marketing channels, including the principle of economic efficiency, the principle of suitable coverage and scale, the principle of stability control, the principle of coordination balance and the principle of competitive advantage. We base on the development history of Yancheng Company marketing channels in previous years, combine with the reality of Yancheng Company in 2008, analyze the states in present and the trends that affect the mobile telecommunication marketing channels, develop an implementation strategy for the selection of Yancheng Company marketing channels and summarize the implementation procedure and the results.