Hl Branch Of China Mobile Group's Customer Marketing Channels For Collaborative Research

Being completed of China Telecom industry's reconstruction, the new competition pattern of The Three Giant monopoly among telecom industry has been formed. China Telecom industry enters into the era of all business competition. Comparing with Personal Business, Group Business will be the new focus area of Telecom enterprises' competition in the future, as the large growing space of market capability and product profit. Marketing Channel as a bridge between the operators and ultimate customers has multiple functions, which of communication, sales and service, those make the construction and collaboration of Group Business marketing channel become more and more important for Communication Operators.Based on t Marketing Integration Theory, Channel Basic Theory and Life Cycle of Product Theory, the marketing of customers' product in Telecom Groups will be investigated in this paper. By designing matching of channel, customer and product, constructing channel collaboration organization, responsibility, performance and system operation platform, following the basic idea of 'propose question-analyze question-solve question', as a example of China Mobile's HL Branch, the paper does analyze and design for its marketing channel collaboration mode, which include developing the process of channel collaboration; designing the channel collaboration organization and responsibilities, checking and monitoring program of channel collaboration, planning of IT system operation platform, and verifying the feasibility of Designing Program by comprehensive evaluation system of pilot project and implementation effect, changing the present situation of marketing channels' segmentation, to realize market coverage rapidly and mining opportunities deeply for Group Business eventually.With sorting out the theories and results of academics both domestic and overseas, this paper does deeply research on China Mobile marketing channels applying literature, survey and focus groups' interview. it hopes that could reinforce the collaboration and interaction among China Mobile marketing channels, improve the efficiency of conducting business, and provide some references for Telecom industry to realize truly 'low cost, high efficiency, easy promotion 'of channel collaboration mechanism.