Study On Marketing Channel Of Shanghai Telecom 3G Industry Applications

Since 2008 China's new round of restructuring between telecom operators and the formal business of 3G network of the three telecom operators, the real mark of China's telecommunication industry has officially entered the era of 3G, also marks the competition of three telecom operators transfer from 2G mobile services to the 3G area.Two trends can clearly be seen in the development of 3G services of Shanghai Telecom recent years:First, accompany with the disappearance of the advantage in voice and data services, the number of 3G users is going rapid growth cause by the appearance of 3G value-added services; Secondly, seen from the customer classification, while personal 3G value-added product market competition tends to lower quality-oriented, the business users of 3G business applications sales showed a higher growth rate because of the appearance of many new technologies and new promotion of products. On the whole, how to further enhance the 3G for business customers value-added products (referred to 3G industrial applications) sales will be made in the 3G market leader, and this is, also the main business direction in this article.In order to enhance sales of the 3G industry applications, the exact choice of marketing channels also played a key role in addition to the competitive of product itself. From the current situation Shanghai Telecom's, all marketing channels of 3G industry applications can be divided into four channel:general sales, professional sales, distribution channels and electronic channels. How to make good use of each marketing channels, combine the 3G industry with these four marketing channels and choose suitable channel for each 3G industry applications are the main purpose of this study.To solve the problem of how to choose marketing channel for a single 3G industry this article will do the study through theoretical research, expert interviews, questionnaires, research, and other methods to verify many instances of research based on Shanghai Telecom's current situation. All the study will focus on two latitudes factors in the research process. First, the latitude of product attributes, including five factors:product complexity, product customization, product life cycle, external cooperation, industry-specific. Second, the latitude of the channel sales force, also including five factors:customers easy access, professional personnel nature, staff size, industry familiarity and customer service unit cost. By the end the study,this article will set a tools supporting the choice of models and assessment methods by using the expert interviews and questionnaire survey results. Then verify the tool with use the instant data in order to ensure the rigor of the conclusions. The results of this study will provide a scientific method of operation for 3G industry applications and commercial sales process before the adjustment and optimization of the channel in Shanghai Telecom, and it can also be a for reference for other domestic telecom operators.