Fangchenggang Telecom Research Marketing Channel Construction

Along with at the beginning of2009China telecommunications industryreorganization plan’s releasing implementation, the Chinese telecommunicationsindustry tripod vertical entire service operation new pattern preliminary formation,the telecommunication enterprise external environment and the internal condition hashad the profound change; The telecommunication service development presents “theinformation service demand diversification, the profession compete omni-directional,the service and the customer integrity, the service entire journey” the newcharacteristic obviously, entire service operation mechanism faced with newchallenge. Various operators provide the service difference is not big, the servicefunction is substituted easily, the price strategy was easy by the competitor imitation,the marketing channel already to become it maintained the superiority the strategicresources. How a better adaptation “does the customer demand for the centralinformation service” the sustained development need, complete the marketingchannel’s development and the services becomes the telecommunication enterprisestrategy reforming research the key point.The Chinese telecommunication undergoes near more than two year of entireservice operation organization, the channel operation efficiency is low, the customerservice contradictory becomes the biggest difficult problem which prominently thisenterprise current faces, challenges enterprise’s development directly with steadysteps. But these question’s root was “the present marketing channel system alreadycould not meet the entire service information service need”. The channel competitivepower is maintains the profession leader status the key, therefore how current toestablish the effective marketing channel mechanism most importantly, guaranteesthe telecommunication company’s scale development with steady steps.The present paper in the marketing channel elementary theory’s foundation, thekey aspect which the generalized analysis influence marketing channel constructs,the relation domestic channel present situation, profits from the outstandingenterprise’s advanced experience, how scientific, does the reasonable construction satisfy the marketing channel which the entire service operation needs to carry on theelaboration. Emphatically discussion Fangchenggang telecommunication companyafter the entire service operation synthesizes the information service to provide underthe background the marketing channel’s superior inferiority, the revelationFangchenggang telecommunication marketing channel construction existencequestion. Through the analysis, in the channel structural configuration, thecoordination marketing and the drive development gave the improvement comment.The hope can be able to win the difference service competitive advantage and theinformation service sustained development for the company under the entire serviceoperation new situation gives some constructive comment and the suggestion.