A Study Of Marketing Channels' Management For GD Mobile In The 3G Era

With the competition of telecommunications industry and the arrival of the era of 3G, as an important part of China mobile Co., LTD. (hereinafter referred to as the China mobile), China mobile Co., LTD GD company (hereinafter referred to as the GD mobile) faced with new challenges. How to lead times in the background of 3G technology is one of the subject GD mobile urgent needs to solve and special attention to.Channel is very important. Grab the channels means get the customers, and seize the market. With the arrival of the era of full service operation, the construction and management of channels becomes more critical. Since early 2003, GD mobile had a large-scale construction of business hall, expanding social channels. In 2006, electronic channel also began rapid development, where the entity and electronic service channel management has accumulated a certain amount of experience. But comparing with the requirements of the channel in 3G era, big gap dose exist.First of all, this paper expounds the background, research purpose and significance, and introduced the research situation at home and abroad. Secondly, this paper introduces political, economic, social and technological four macro environment which GD mobile is facing, then use to potter's "five competitive forces" model to analyze the external competition environment of GD mobile, including existing competitors, potential competitors, substitute, customers bargaining power and suppliers bargaining power, and summarizes the opportunities and challenges which GD mobile is facing. And then this paper elaborates GD mobile's internal environment, mainly reviewed the history of the channel development of Chinese mobile GD company, presented its present situation and the existing problems. According to the above analysis, this paper puts forward some corresponding optimization idea for the management of the channel of GD mobile.