China Network Communications Co., Ltd. Ip Telephony Marketing Channels Research

The formal China Telecom disintegrated along with China Unicom's marching into Chinese telecommunication market and then the market's monopoly was gradually broken up. On August 6th ,1999 a new alternation happened in telecommunication management market of China——the CNC(China Network Communication Limited Company ,CNC for short) emerged ,with IP phone as its first major business. In the past one-year and more, the CNC has built up an IP structure optical fiber network of more than 8000 km throughout the country and by November of this year, more than 20 cities were covered. IP phone is also called network phone, which is a replacement of traditional long distance call because it has an obvious price advantage and then represents the main tendency of the combination of the data and voice. Facing a great market demand and the potential of IP phone, it is very advantageous to enter into the telecom market as IP phone is at its start. But the problem is how to provide the consumers with products and service. This will involve the range of marketing and through analysis we've found at present the most urgent problem for CNC in the marketing's 4P is the channel. Only when a consummate channel is set up could we promptly and conveniently supply the consumers with the service and get the profits; and only when a more rational and effective channel than our opponent is established could we obtain the advantages in the competition. But in fact there exist many problems in the establishment and this makes CNC not only have no advantage over its opponents but also restricts its future development. And the core of this thesis is to introduce the present situation of the marketing channel of CNC and analyze its present problems before putting forward the countermeasure discussing how to establish a more competitive marketing channel on the theoretical basic of Relation Marketing and under the thoughts of " building the channel from the bottom".The thesis is divided into 4 parts:The first chapter is the introduction. It includes the introduction of the general condition of the CNC; the analysis of the products' features the market potentials and the specialty of the market competition of the IP phone. From the above, we can get a conclusion. The CNC is faced with a rave historical opportunity when entering into the telecom's operation market, IP phone as the first chief business. As a new telecom operation merchant and a new comer in the market, the CNC needs urgently to exploit the market in the front of a great market demand.The second chapter will explain the necessaty and significance of building up creative marketing channel for CNC. At the beginning of this chapter, it will first elaborate the reason why we should analyze the marketing of the IP phone at the angle of the marketing channel and then it will analyze the importance of the establishment of the marketing channel for the enterprises' development. Meanwhile, it'll tell us as a new merchant of telecom's operation market, the importance of the CNC's IP phone which is a mature new product into the marketing channel. Finally, it'll point out the urgency of building up a right channel at present and the significance of setting up a more creative channel than the opponent after the introduction and the problems analysis of CNC's present situation. The third chapter mainly introduces the theoretical bases and tactic of how to establish the creative channel. In this chapter, it advances an idea of hoping to build up a "two-win" long friendship with its channel member on the Relation Marketing as theoretical basis and to develop a new marketing channel following this ideas. Meanwhile, this thesis will put forward a new notion of the "Reverse channel" in accordance with the reality that the CNC and its products have low fame and it's difficult to absorb the high quality agent as the members. The fourth chapter advances in detail the countermeasures and the future pattern of the CNC's marketing channel.