Research On The Marketing Channel Of Data Services In Dongguan Mobile

In the field of Mobile Communication industry, after over 10 years of development, Data Services have become to be a second growing lifeline besides traditional Voice Service. Currently, in the field of Communication industry, the research of Data Services in the field of Mobile Communication industry mostly focus on the business mode and commoditization of clients'demand, but less refer to its marketing channel.Through analyzing marketing channel of Data Services of China Mobile Group Dongguan Branch and researching the marketing efficiency of the channel, the paper concludes the traits and efficiency of marketing channel of Data Services from different empirical cases. Based on the clients'need of Data Services and change of the market, the paper tries to seek the existed problem of marketing channel of Dongguan Branch, then to begin with the status of marketing channel and through the analysis of Data Services and basic operating status of real and electric channel, it seeks the direction of improving the efficiency of marketing channel of Data Services in the manner of empirical study such as case analysis and diagnose. In addition, in the process of researching the real channel, the paper profoundly analyzes the value chain of social branch. To start from the analysis of the value chain structure, value delivering traits, operational key points and improvement of operational efficiency, the paper seeks the different affecting factors of improving marketing efficiency of social branch, then to conclude the optimization of marketing efficiency. Ultimately, base on the traits of Data Services and different marketing channel and consumption characteristics of clients, the paper points out the optimizing strategy of localizing the marketing channel of Data Services, then drives the change of sales pattern of Data Services from empirical formula to the intensive formula.