Research On Marketing Channels Strategy Of Zhangjiajie Mobile Company Limited

On January7th,2009, Ministry of Industry and Information Technology issued the3rd generation mobile communication license (3G) to China Mobile, China Telecom, and China Unicom. It is the signal that China is officially entering into3G times and a prologue to the full competition of3service providers. It becomes unprecedented competitive in Telecom market. Channel construction strategy plays more and more important role in market competition and company core competences. To gain channels means to win market. Accordingly, to establish a marketing channel system with high loyalty, strong implementation, reasonable layout, full function and high satisfaction becomes one of the important tasks in current marketing so as to be important strategy resource to effectively withstand the market risk and ensure the competitiveness for company sustainable development.First of all, this paper analyzes market macro environment and internal&external environment by reviewing relevant marketing channels and matrix organization theories. Secondly, analysis focuses on existing6problems of Zhang Jiajie China Mobile marketing channels based on current situation which covers structure, management approach, and commission and etc. policy.6dimensions and3angles are chosen according to Telecom industry channels to solve existing6problems and realize3changes. This paper presents Matrix Full Business Channels Mode. Implementation of Matrix Full Business Channels Mode in Zhang Jiajie China Mobile implies that taking full business development as objective, commission strategy as leverage, optimizing construction and business management policy, strengthening management evaluation, continuously improving service quality, laying creative channel management, completing matrix organization development is combined to maximize the effectiveness of channel management for prosperous development of Zhang Jiajie China Mobile.This paper is marketing channel strategy application research which provides the decision base for marketing channel strategy preference and optimization for Zhang Jiajie China Mobile. Meanwhile, this paper is desired to provide the support and reference for marketing channel construction and optimization in other companies.