Channel Stimulation And Control Of Cuiping Branch Of Yibin Mobile

Along with the new round of telecom restructuring and the issue of3G licenses, Yibin commu-nications market is monopolized by YB Mobile, YB Telecom, YB Unicom. Yibin Mobile still retainsthe leadership position, with1.2billion operating revenues,75.2percent subscriber market share,59.2percent revenue market share, and8.7percent broadband market share. Among them,80per-cent of new users comes from social cooperation channels。capacity of social channels plays asignificant role in rising subscriber market.With the full-service competition，the predominance and stability of Yibin Mobile is challengedby YB Telecom, which invests significant resources into the group market, the rural market, thecampus market, the residential market and so on, finds its high-end customers, seizes the marketshare of new users and speeds up channels construction. YB CUIPING branch, the largest branch ofYB Mobile, has encountered a greater impact. Social channels are so important for CUIPING branchbut they should be managed in detail in case of the appearance of the operation inefficiency, thedamage of loyalty and the maladjustment of the new competition。Under the above-mentioned background, with the management and transformationof social channels as the research object, based on the theory and methodology of socialmarketing channel management in communications industry, this thesis analyzes thestatus quo of social channels, uncovers the management problems, and discusses theimprovement strategies。By means of statistical data, methods of qualitative and quantitative analysis, case analysis,comparative analysis, etc., the author analyzes the problems in sub-paragraphs and explores strate-gies of solving specific problems and validates the effects of implementation。Innovation of this thesis lies the author extracts a set of effective district-level management sys-tem of mobile communications channels, by analyzing the relationship, the structure, and the promo-tion of the mobile channels. The research gives some reference to the county communications com-panies by providing some improvement strategies in channel relationship, the structure, and the mo-tivation.