The Analysis Of Marketing Channel Environment And Study Of Management Counter-measures Of Niugxia Mobile

As an important role of enterprise to contact market, marketing channel has an effect on business promotion, service delivery and feedback-information collections. In the face of new competition of domestic telecommunication market, marketing channel is playing an important part in the development of telecom operators, so the study of marketing channel appear to be very critical.In order to meet the need of Ningxia Mobile’s development, marketing channel develop from the initial model of self-managed business hall to the multi-channel business model, which mainly for agent while self-manage as the supplement and cooperate with digital channel. With the strong growing of channel agent and the increasing complexity of company’s business, most service function have been took over by the self-managed business hall, which result in the extremely dependent for the channel agent in the area of sales, new business promotion and feedback-information collections. Currently, Ningxia Mobile confronts the new channel change. First, it is extremely urgent to implement the channel improvement according to the problems of sale channel and channel management. Second, this paper has a full analysis on the channel development of Ningxia Mobile with the theory of marketing mix strategy and marketing channel and the analysis method of PEST, SWOT and five forces model. Third, in the new market environment, how to keep the balance of self-managed channel, social channel and digital channel, how to give full play to the complementary role of three channels in the market development have been deeply analyzed. First of all, from the reality of Ningxia Mobile, this paper discovered the problems in the channel structure through the analysis of competitive environment in industry and interior environment of Ningxia Mobile, and put forward some individual opinions.