Research Of Marketing Channel Management In Deyang Branch Of China Mobile Communication Company

In the last two decades, China’s mobile communications market is growing veryswift and violent. After several restructuring and reform, the monopoly of mobilecommunication had been broken, forming what is now the three nationwide operation ofthe main operators competing situation.Deyang branch of china mobile communication company,as a municipal branch,facing new challenges constantly. Due to the breaking of the monopoly of the mobilecommunications industry, the operator will compete to concentrate in the competitionfor customers. In the competition, the importance of the channels increases for theDeyang mobile development. For the stock market, how to through the channels, toprovide more and more suitable for business with more high quality services to thestability of customers, become with Deyang Unicom, Deyang Telecom and the focus ofcompetition; in the new market, how to develop and motivate channel, and through thechannel to expand customers, but also the main point of contention for the threeoperators.Deyang branch of china mobile communication company will keep maintain orexpand its market advantage, that depends on the match with the effective integration ofthe products, businesses, services and channels, which is a key core of thecompetitiveness. Deyang branch of china mobile communication company should payfull attention to the changes of the consumer demand and behavior,dynamic grasp thecustomer’s consumer psychology and trends; and must be based on the requirements ofthe business, service and development, constantly optimize the structure of the channel,adjust channel strategy, strengthen channel advantage.This paper reviews the history of the development of Deyang branch of chinamobile communication company channel, from the channel relationship, channelstructure, channel efficiency etc. point of view. And analyzes the different stages ofdevelopment of the channel strategy, discusses Deyang mobile in different periods ofthe channel structure, and different business, service and channel matching condition,summarizes various matching conditions advantages and disadvantages. It puts forward in the3G era, product, business, service with the channel’s matching andintegration,business and service in elsctronic channels,as well as to exchanging productsof traditional social channel width contraction,core social channels functiondevelopment and profit enhancement proposal, aiming to maintain channel advantages,continue to do the Deyang branch of china mobile communication company marketleading operator.