Study On The Strategy Of Social Channels For China Mobile Jilin Company

Building good marketing channels is the important premise conditions to expandthe market and seize the market. At present，the construction of marketing channelsgets more and more attention of the enterprises. We also realize that it is a key factorof success and an important way to growth to build channels to pave the road formarket development as well as establish a highly effective and controllable marketingchannel system. The sustainable development of the enterprises is inseparable fromthe marketing channel of construction, the promotion of the core competence relies ona long-term strategically constructing marketing channel. The construction of theenterprise has important and no negligible influence on the development of theenterprise.Because of the expansive market in Jilin city, the construction of marketingchannels are particularly important. The enterprises are facing the increasinglyincentive market competition. At the same time, consumers have psychologicallychanged more complicated and the spread of media publicity function are gettingmore and more concentration. Marketing means more and more modern, therefore，how to construct their own social channel operational mode and the promoteenterprise’s competitive power have become urgent in Jilin mobile.In this case, the construction of the social channels of China Mobile Group JilinCo.,Ltd can neither completely copy western marketing theory nor fully rely on whatwe think about the market. On one hand, we are supposed to constantly absorbadvanced theory and mode according to our own conditions and operatingenvironment. On the other hand, we should adjust measures to local conditions, findout the suitable social channel mode for the development of our own construction.China Mobile Group Jilin Co.,Ltd. Jilin Branch is the branch of JilinMobile,which was established on August12th,1999and started to operate on September9th,1999.In July2004,after the whole company became a listedcompany,the China mobile communication group Jilin mobile communicationscompany changed its name into China Mobile Communications group Jilin Co., LTD.At present, the mobile company in Jilin city has nine municipal branches, four directcompanies under and40county (city) branches. After years of construction, thebenefit of Jilin city mobile company continues to improve. Both free channels andsocial channels have made great development, especially the former one is rapid andremarkable. In2011, the sales volume of social channels reached to1.52millionwhich was really remarkable. After years of development, the social channelmanagement and marketing strategy formed some models and strategy modes, such asthe agent management, the release of the remuneration,the channel of the assessmenthave formed certain rules and regulations, and play a certain role in the process ofdevelopment of marketing. During the constant practice, we also found problemsexisting in the insufficient control of social channels, the release of the remunerationand the evaluating methods.This paper is based on the mastery of the general theory of marketing channelwith a large number of empirical research and the data of the social channels ofexisting development scale. To find the existing problems through the currentsituation social channel analysis of the mobile company in Jilin city, try hard to makethe new social channels through the redesign of marketing strategy.