China Unicom, The Hefei Branch Of Mobile Communications Marketing Channel Management And Innovation

Since mobile phone came into China in 1987, the mobile communication market has experienced from monopoly to contention, from analogue communication to digital communication, to GPRS, and to CDMA, mobile phone subscribers have grown out of nothing and have amounted to 120 million by 2002.China Mobile, is separated from China Telecom, then China Unicom broke the monopoly and publicize CDMA. The entry of China into WTO makes the mobile communication estate have to face the brand -new challenge and opportunity. At present our mobile communication market was in the period of transition from growing to maturity, so the whole market contains from growing to maturity, so the whole market contains huge increasing potential.Centered on marketing channel, this article reviews how the Hefei Branch of China Unicom developed its service in Hefei. This article expresses the change of the Hefei Branch of China Unicom market channel and market pattern, analyzes the systematic formation and strategic choice of the market channels of mobile communication service, also introduces the market channels tactics of the Hefei Branch of China Unicom in the beginning and high speed expanding period and the challenge and opportunity in the new situation, explores the market tactics about the decentralized market channels in the future. It discusses the pattern and the importance of the market channels of telecom service on the main point of products peculiarity of telecom operations. It analyzes the main members and functions on the market channel, and also analyzes the elements which influence the formation of telecom channel and the design thinking by the example of the design of market channel of the Hefei Branch of China Unicom.Besides, this article analyzes the trend of unification of market channel and its influence on the telecom channel by trend and apply of channel unify and popularity of electron channel.