| As the increasingly fierce competition in the market of telecom operators, how to achieve efficient management of marketing channels has become the focus of the operators. Further optimize channels, and enhance core competitiveness in order to solve the problems in the existing channels to become the top priority of the PX branch of China Mobile.In this paper, the marketing channel theory and behavioral science theory, combined with telecom operators, especially the current situation and problems of China Mobile PX branch marketing channels, through literature research, field surveys, quantitative analysis, case studies and other research methods to explore marketing channel optimization strategy of China Mobile PX branch. There are some problems in the PX branch of China Mobile, including the lack of overall planning of social channel distribution, a single means of channel marketing, channel services is ineffective, the social channels of control and incentive system is incomplete, the Regional Manager management mechanisms are inadequate. In this paper, the channel optimization strategies include:Setting the channel planning dimensions, determine the overall planning of the channel layout; Building up Supervision mechanisms, assessment mechanisms and incentives for service optimization strategy; By the implementation of remuneration policies, strengthen communication, grading policies, share strategies and management mechanism to meet the agency channel physiological, safety, social, respect and self-realization of the five levels of demand, and improve channels of control and incentive mechanism; By changing the regional managers working mode, Sharpen work focus of regional managers, and strengthen the regional manager appraisal system to improve the management mechanism of regional manager.Channel optimization strategy proposed in this paper is both exploration of PX branch channel optimization, but also for the rural channel management provides ideas for other similar operators. |
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