Promotion Strategy Research On Marketing Channel Management For Tieling Mobile Corporation

Marketing channel is a communication bridge between the enterprise and thecustomer, and the important link for contacting customer, therefore, marketingchannel plays an important role in marketing. As the carrier, channel takes theresponsibility to ensure the entire marketing process unblocked. Any enterprise, nomatter how good the products are and how cheap the price is, the customer is unableto obtain the products and services if the superior marketing channel is not availablefor any enterprises, and the value of goods and services could not be achieved. As aresult, the planning and management of marketing channel is an important means andlong-term strategy to enhance the competitiveness of enterprises.As communications technology continues to progress, the telecommunicationsindustry has also made a spurt on the progress of development. The Chinesecommunication industry enters into the3G era formally under industry restructuringand the issuance of3G licenses. Through the effective integration of current resources,the three major operators enter into the period of all business operations at the sametime. Sudden changes in market environment causes increasingly fierce competitionamong service providers. After the operation of all business, the homogenizationappears in products, the price gap come close, the quality of service is similar, variousfactors are similar, but only channels could not be copied. Therefore, the marketingchannel is particularly important for telecom enterprises. Before the reorganization,China mobile network always lead the industry development with high-quality andexcellent service before reorganization. But after the reorganization, with a series ofopportunities and challenges, such as the change of market environment, thedevelopment of network technology, the supervision on policies and regulations, howto adapt to the market environment, enhance core competitiveness, and continue tomaintain the industry’s leading edge is the issue to be resolved.This article is based on marketing channels theory and practical workingexperience, introducing the developing mode of marketing channels on differentstages. Meanwhile, the basic organizational structure, market situation and current marketing situation from Tieling Mobile Corporation are also introduced. Through acomprehensive and objective analysis on the market environment and channel statuswhich Tieling Mobile faces, combined with the new market environment, the articleindicates that the structural distribution is not reasonable, marketing ability is weak,loyalty is low and service quality is poor. In the course of the actual operation, theopportunity and threat are pointed out with the integrated use of “SWOT “analysis, bya detailed analysis on their advantages and disadvantages. At the same time the articleputs forward “channel transition" theory, and points out the concrete operating stepsand methods like the implementation of “Star Management” on “channel transition"and adjustment on the fee structure for Tieling mobile. Through the analysis ofelectronic channels, self-own channels, social channels, problems existing in regionalcenter, the article puts forward a series of practical promotion strategy of managementwhich strengthen the publicity on electronic channels, accelerate construction ofself-own channels, strengthen social channel management, take assessment in regionalcenter seriously. Finally, in order to ensure the smooth development of the work andimprove work execution, the measurement and safeguard for implementing strategiesare pointed out for specific job.