Study On The Distribution Channel Management Strategy Transformation Sichuan Mobile Communication Company

To one company, channel is the lifeblood. It will be a momentum for thecompany’s continuous development to Make a good management of channels and makesure they effectively serve the dealing of corporate products.Sichuan Mobile Communication Co., Ltd., a dominant power of thecommunications industry in Western China, is the largest communication operatingenterprise in the west of China. Both the implementation of China’s twelfth five-yearplanning and the report of the Twelfth National Congress of the Communist Partydefinitely indicate that informatization will still be the main force to promote socialdevelopment in the following ten years. With the aim to seize the opportunity ofdevelopment and to make outstanding marketing achievements，the company decides tointegrate corporate resources,transform the operation models and mould a new type ofmarketing system suitable to the new era. Therefore, the problem of how to implementchannel management transformation so as to make it in accordance with the company’smarketing strategy becomes an important issue in need of immediate resolution.This article is going to elaborate on the in-depth study of this topic. In the firstchannel, the article begins with the explanation of basic theories related to distributionchannel and the discussion on channel function, level and management strategies.Secondly, A selective analysis on the macro environment of domestic communicationsindustry and the trend of its development, a detailed research of the internal and externalenvironment the company is facing, and a comprehensive evaluation of the advantagesand disadvantages now concerning the company are made and many bottlenecksoccurring in the present distribution channel management system of the company wherenew changes and breakthroughs are required to achieve rapid transformation are pointedout. Subsequently, through a detailed analysis of the status quo by the management ofthe company’s distribution channels and the support of related statistics, the cruxes ofthe problems are sought out one by one. Finally, Such seven specific aspects as theestablishment of a grading and hierarchical management evaluation system,optimization of the channel commission system, strengthening the core channel management, implementation of urban and rural distribution channel managementtransformation, enhancement of effectiveness in emerging channels such as electronicchannels and new modes of business lobbies and updating the management mode of thechannel capacity are included to work out solid management strategies so as to solve thecurrent problems. And detailed data measurement and calculation and pre-judgment ofprospects are led, covering channel management assessment and channel managementcosts, entity and virtual channel management strategies, as well as channel salescapabilities and many other aspects. Statistics have shown that the sorts of managementstrategies developed in the process are so sufficiently related to the actual situation ofthe company that are likely to solve practical problems.The conclusion of the study proves practical value to the further implementation oftransformation of distribution channel management of Sichuan Mobile CommunicationCo., Ltd. and has certain referential significance to companies in the same field.