Study On The Mobile Company’s Management Enhancement Of Social Marketing Channels In City A

Entering into the3G era, the competition has becomes more fierce in the mobile communications market. While the importance of marketing channels increases, the three major operators invest a lot of manpower and material resources into social channels to retain and fight for the share in new market. Under such circumstances, it is of vital importance for operators at basic level to optimize and improve the original channel management policy according to different stages of market development, changes of competition situation, and the actual problems existed in the corporate social channels.This paper is composed on the basis of marketing channel management, control, and incentives in the marketing field, integrates field surveys, interviews, summarizes the main problems of mobile social channels in City A, such as disloyal agent, illegal operations, and analyzes the root cause that is the company’s channel management approach did not make flexible adjustment according to the changes of market competition. This paper provides targeted management improvement ideas and detailed approaches, focusing on strengthening the service support and supervision of agents, and investing resources in high quality channels. The idea in this paper may not be so innovative, but it is of high feasibility and practicability in City A with backward social channels management, and it is of a certain reference value to social channels management enhancement for communication companies in similar regions.