A Study On The Marketing Channel Of Industrial Private Communication Of Fenghua Company

Starting from the 70s of the last century, after nearly 40 years of accumulation and development, China's telecommunications industry has made considerable progress. In recent years, with China's rapid economic development, the market size of the Chinese domestic industrial private communication has grown a lot, and the demands for communication network construction and replacement have become very strong.The market share of Fenghua Company has been hovering at a very low level in the industrial private communication section. Competing for the market of the industrial private communication, "how to create the appropriate marketing channels to quickly cut into the industrial private communication, how to maintain a large market share" is the special focus of the Fenghua Company. The factory direct sales model that the Fenghua Company has been using in the telecom carrier market can not meet the needs of the industrial private communication market. The competition is fierece and the only model of direct sale can not solve the problem of weak sales. How to analyze the existing status and problems of the marketing channel, find solutions and improve the traditional marketing channel model, has become the priority of the Fenghua Company for the industrial private communication market.This thesis analyzed the current marketing status for Fenghua Company and industrial private communication market, used the theory of marketing channel structure design, applied the methods of "transaction cost assessment", "Product characteristics and parallel systems", "important factor score," etc, eventually found a marketing channel structure, setup a channel member selection standard and rating system that's specific to the industrial private communication market for Fenghua Company. In addition, some suggestions were offered for the channel conflict that might occur in the future, and about how to break through the industrial private communication market rapidly even with the fierce competition, how to expand the market share, and ultimately gain sustainabl competition advantages.