The Strategy Of Marketing Channel By Qingdao Unicom Based On Customer Value

Communication industry is an integral part of national economy. The governmentexerted numerous reorganizations of the industry in order to promote its harmoniousdevelopment with social economy and fuel the economic construction of socialism,making China Unicom, China Telecom and China Mobile into free competition bybreaking the monopoly. With the development and mature of communicationtechnology, the product coming from suppliers have homogenization trend. Nothingbut ARPU down will come of price competition, the focus of competition move toservice and method. Facing a diversity of current communications industry forcustomer choice, to improve the competitiveness of channels, you have to grasp theneeds of the customers. Survey the service channels in the perspective of the structureand function with the view of customer. Will formulate integration strategy accordingto the customer value realization and improve as the mission, marketing channels ofQingdao Unicom.Customers in the time to choose and buy communications business, in addition tobasic technical functions, but during the product and service of consumption processto experience on the channel of the service, personnel, image, perceptive value andtime, money, and mental perception cost. These factors make up the totally customervalue. The customers and Qingdao unicom channel in the process of contact with eachother has related services provide value perception, build corresponding value systemthrough the implementation of customer value to improve the customer satisfactionand loyalty. The integration of the marketing channel from ascending human value,service value, image, reduce the material cost and value in the mental cost Angleunder customer value guidance.Customer value of integration channels, firstly, need to detect Qingdao unicom’scustomer value driving factors, clear channel integration work in value driving project.Secondly, according to Qingdao unicom differentiation strategy and customer needsclear customer value demand as the core, accomplish customers delivered tomaximize the value of integration objective. Finally, through the customer value ofrelevant index system, combining the characteristics and composition of the channelunicom’s proposed integration strategy. According to the above research frame and methods, as well as the image of thechannel, staff, service and cost of the value of customer perceptive factors thatseparate specific motivation strategy. To solve the problems existing in the channel,promote the channel function consummating. And from the three angles which issystem support platform, organization structure, human resources emphasizes thesafeguard measures of the implementation of the strategy. Through the strategyresearch to the Qingdao unicom based on the customer value channel conformity,design with the customers as the center, all-round, three-dimensional marketingservice channels framework, improve marketing channel assignment of customervalue, and realize the diversity of the market competitive advantage.