A Research About Mobile Marketing Channel Integration And Optimization In Shaoyang

Acting as a bridge between enterprises and consumers, the marketing channelplays an extremely important position in the process of enterprise’s development. Inthe present mobile communication industry, as consumer demand kept changing, thecompetition between the enterprises intensified, improving enterprise’s corecompetitiveness of the marketing channels becomes the key of the enterprises’survival, development and competition to win. However, the marketing channel ofmobile companies’ overall strength is not strong, the current channel structure isbloated due to the results-oriented channel development train of thought, managementof mobile company are not fine enough, and so on. So how to build channels underthe background of this malaise competitiveness has become the urgent problem inmobile companies.Choosing the mobile company in shaoyang,Hunan as an example, based on alarge number of personnel interviews and data collection, this thesis gives a detailedcarding on the current situation of the company. Three problems of the company’smarketing channel have been found:1, channel structure is not reasonable;2, the corechannel is imperfect;3, management system has many disadvantages. Throughin-depth analysis of these problems and relevant front channel theory, the author putforward four Suggestions for the channel integration optimization:1, establishhierarchical management system for social channels;2, improve the overall structureof the channels;3, integrate incentive mechanism of the channels;4, improve theinternal management mechanism. At the same time, in order to make the optimizationwork smoothly, reliable guarantee are required for the penetration of the managementinformation system, human resources, corporate culture. Shaoyang mobile companytogether with other mobile companies, meet the same spring breeze of the reform ofthe telecommunications industry and grow, so enterprise channel problems. So thisstudy has certain reference significance for other mobile companies’ channel reform.