Hunan Telecom Channel Construction Strategy Research

As the country implemented the new telecom restructuring in 2008 and issued the licenses for 3G mobile communications in 2009, China Telecom is facing the new opportunity and challenges for all-service and the 3G development.Hunan Telecom was at a very unfavorable position in the last three years. He hopes to catch the opportunity of all-service operation and further to improve the operation quality and get a brilliant achievement in his history. Therefore, Hunan Telecom strongly aspires after full services operation.Channel is an important connection among products, services and customers. Customer characteristics and product attributes determine the differentiation characteristics with different channels in the marketing and service functions, namely, a channel can not satisfy the service needs of all customers, and also can not works for all products. To further improve service quality and the efficiency of marketing channels for customers, what development strategy for channel construction should be taken to adapt the needs of full services operations, has become an important and urgent issue.This paper investigates the channel construction and development strategies of Hunan Telecom from the following aspect:Analyzes the current status of channel system of the domestic operators, and also the channel system of foreign operators.Using scientific development view and channel management theories, present a thorough analysis on the current situation of Hunan Telecom's Channel system. Adopting market research methods, do survey on the appropriate channels of target customers, and determine the appropriate channel for different types of customers, explore a new way of constructing Hunan Telecom channel, and find the channel construction and development strategy for Hunan Telecom:Take own channel and cooperation channels as the leading factor, and the social channels as supplements, the core target is to expand the target customers, and extend to the entire market. Based on the existing Channels resource, expand and improve the physical channels, improve the direct distribution channel and e-channels, develop the social channels, highlight the customer experience; Strengthen the channel combination, establish flat channel management system.Finally it presents several strategies to realize the target.