The Strategy Research Of Dongguan Mobile’s Own Channel Management In A Full-service Environment

In2008, Chinese industry and Information Industry Department officially announcedthe telecommunication reorganization plan. That means China Telecom acquired ChinaUnicom’s CDMA network, China Unicom combined with China Netcom formed the newChina Unicom, China Railcom merged into China Mobile. Until then, China’s three largesttelecommunications operators come into the formal fixed-line, broadband and mobilecommunications business competition environment. In the new competitive environment,market structure changes. The tendency of the three major operators in the business andservice homogenization become obvious. The cost of the off-grid customers’ is reducinggradually, telecom operators are need to reselect their own value chain and business model.And also need to re-examine and rebuilt their own channel constructions to meet thedemands of the experiencing of customers to maintain the new strategic requirements.In this article, we macroscopically analysised the characteristics of the full-serviceoperations of Dongguan Branch of China Mobile and pointed out the features ofcommunication market. We adopted the flatting channel management theory to analysisthe developing status of the own channel of Dongguan Branch of China Mobile. Someshortages of the own channel management mode were found out in the meantime. Thenflatting channel management concept was applied to the channel management under thefull service environment. And a series of the own channel management strategy wereconcluded under this environment. Through a half of a year’s trial run, we found that theown channel management level of Dongguan Branch of China Mobile has beensubstantially improved in channel coverage, marketing segment, customer operation,workflow streamlining and so on. It shows that there is some worth exploring space of thisflatting theory in applying to the own channel management.