Research On Construction Of Regionalized Marketing Channel System Of Mobile Carriers

With the continuous implementation of system reform in the Chinese telecommunications industry and rapid development of communications in recent years, the competition for communications is very fierce. In the period of homogenization of competition, comparing with the other elements of4P marketing portfolio, selling channel has become the key point as the important sector of supplying sales and service to customer. Channel has become the strong weapon that mobile enterprises keeps the frequent customer sand fights for the new customers. Competitions among telecom carriers have turned from the aspects of technical and price to the aspects of service and channel. The theme of channel marketing has also begun transferring from’sales’to ’full service’, channel’s structure of domestic mobile carriers has becoming diversified and different。From the current situation of China’s communications industry, there are many problems in marketing channels. In order to enhance the marketing capabilities of the mobile communication corporation, introduction the concept of regionalized marketing. We must determine the marketing channels system based on the marketing division of the region, make further integration or channel optimization, so that enhance the marketing implementation capability of mobile.This paper takes the exposition of the selling channels’theory and the overview of literature domestic and abroad as the point of departure, takes means of practical research. First, this paper combines with the fact and takes reference of typical enterprises’channel mode abroad, makes full analysis on the status quo of domestic mobile carriers, does the channel classification systematically. Then analyzes the regional marketing, makes identification of the criteria and process of dividing market shape. In this paper, the main part establishes a model for regionalized marketing channel system and uses AHP as the realizing tool. Finally, takes example of Z Mobile to do the practical research and puts forward some improving suggestions for its channel system. This paper tries to offer a solving thought for mobile carriers to realize the channel subdivided management, also has referential meaning for domestic telecom enterprises to build channel construction strategy, support to develop customer and business.