The Diagnostic Report Of Incentive Strategy Of The Social Channel Of KC Mobile Company

Now, people gradually realize the importance of channel. Especially for the marketing ofthe communications industry, channel plays an important role in the sales of product and thecustomer service, as the main communication way of the enterprise and customer. Therefore,the channel management in marketing management status is also rising, especially channelmotivation. From the effect of the incentive as the starting point, how to meet the differentneeds, how to make the channel have clear goals, how to promote incentive target to bereached reasonably are the key problems of channel incentives to be solved.China Mobile had experienced several years of high-speed growth period after theseparation of posts and telecommunications system. In order to promote benign competitionof the mobile communication enterprises, mobile communication industry restructured. In2009, mobile communication industry entered the3G era. Since China mobile companyundertook the task of the TD network construction and promotion with strong national colors,the pressures of the cost of the channel incentives increased. The growth rate of cost of thechannel incentive of KC Mobile Social is higher than the growth rate of the other general cost.How to carry out effective channel incentives became the urgent problem of the KC MobileCompany needed to be solved.Through the analysis of the current situation of incentive strategy of social channel ofKC mobile company, the paper wants to explore the effective Incentive strategy of socialchannels. Be based on the social channel current situation, the analysis, combined with themobile market marketing situation, focusing on analysis of problems of social channels in theagency business. This paper argues that the marketing activities of the mobile companyachieves certain effect.But, before the marketing activities, must take various factors intoconsideration in the process of evaluation of the marketing activities. When the cost ofincentive became relatively limited, it needed to rich the motivation strategies of socialchannel, and pay attention to strengthen the spiritual incentive. To take different incentivestrategy to different kind of social channels, timely.