The Study On Channel Transformation And Collaboration Of China Unicom Guangdong Branch

In the context of the full-service operation,the business,product and channel type of the three telecom operators are converging gradually. The channel system of telecom operators is faced with many problems.The competition between telecom operators and social channels becomes more intense.The efficiency improvement of self-owned channels,social channels,electronic channels and direct-selling channels,as well as the information sharing and collaborative working between various channels will be more important. Only the transformation and collaborative management of channels will form a multi-channel synchronous development.The channel transformation and collaboration of China Unicom Guangdong Branch will be studied in this paper.This paper mainly focuses on self-owned channels,social channels and electronic channels.Marketing transformation,experiential marketing and control strengthening are presented in the part of social channels transformation.This paper presents three obiectives of self-owned channels transformation.They are full-service marketing, service marketing and experiential marketing.The structural reform of self-owned channels such as professional management, chain management and vertical management will increase sales and upgrade service.This paper considers that turning electronic channel into one of the main sales＆service channels is necessary. The innovative internet marketing service system such as Weibo (Chinese twitter) which focuses on seizing the internet entrance is presented in this paper. This paper has also explored the direction of electronic channel transformation.There are many problems in present hybrid channel system.They are lack of information sharing, lack of collaboration and channel conflict. The collaborative management, overall planning and channel multiplexing are necessary. In order to create an O2O(Online To Offline) E-commerce with China Unicom Guangdong Branch characteristics, electronic channels should become the link among on-line channels, physical channels and direct-selling channels.The channel transformation and collaboration which has been implemented in some subsidiaries of China Unicom Guangdong Branch has enhanced the channel performance significantly. The results of this study have significance on channel management of China Unicorn Guangdong Branch which is in te period of business transition.