China Unicom Chengdu Branch Channel Development

October 15, 2008, the new China Unicom formally established, China's telecomindustry entered a "Three Kingdoms" era, and the focus of competition betweentelecom operators shifts form network resources to customer resources. When usingproduct, price and promotion marketing mixs are difficult to obtain competitiveadvantage, the telecom industry has entered a channel focused era.First, we have a brief review of the theory of marketing channels, which wassummarized in five aspects: channel partners, channel optimization, channelperformance evaluation, the right to access to and use of channels and channel conflictmanagement.Secondly, Then, we took Chengdu Branch of China Unicom as an example, explored in thedeveloping of telecom marketing channel. First, we had a comprehensive analysis ofthe business and channal development status quo of Chengdu Branch of ChinaUnicom's, clarified the existing channel resouces and problems: the maladjustmentbetween discrete channel organization, management system and the already exsitingfull-service competition; the maladjustment between slow decision-making caused byprocess deficiencies and the pursuit of efficient and agile in adjusting; themaladjustment between characteristic channels'imperfect construction and the seriouscompetition the traditional channels faced with; the maladjustment of relative scarcityof high-end channels and the development of 3G business.Based on which, we proposed the objectives of Chengdu Branch of China Unicom'schannel developing and gave some proposal of it's Channel organization, channel structure,channel flow system, channel management, and other aspects . During which, main measuresabout channel expansion are: increase the number of self-managed offices; enhance thecoperation with cooperation offices ,monopolys and chain channels;constructdifferentiate, characerstic channels; enhance channel marketing capabilities etc.