Competition Strategy Of Shanghai Unicom’s3G Physical Sales Channels

Since the recombination of telecom industry and the distribution of Chinese3G licenses, there is a great change in major telecom pattern. After four years’free-for-all in the area of3G which many people in the industry are generally optimistic about, the three major telecom carriers almost split the market equally, although there is still some distance among their strength. With the advent of great development of3G and the introduction of virtual operators like SuNing Cloud Computing Company, the three major telecom carriers realize that it is the only way in promoting3G scale development through practicing more contacts with the users’, abstracting potential consumers with the help of social resources and improving the service to the existing customers. On the ground above, marketing channel becomes the key point of competition gradually.Taking Shanghai Branch of China Unicom Ltd as a model, this article will find out the existing problems in classification, location, separation and competition in marketing channels through comparing them with Shanghai Branch of China Mobile Ltd and China Telecom Ltd and make a set of optimization strategies on it aiming at the problems above. For the classification, the author will improve it on the base of analyze to the research of consumer’s choices, market points, the situation of entity channels competition, and the median-and-long-term plan of Shanghai Branch of China Unicom Ltd. For management, the author will optimize the image, the function, the agency fee plan and the operation of all kinds of entity channels on the base of new marketing channels classification and the characters of them. For the location strategy, the author will form the entity-channel plans of location and expanding points according to the function, the relationship between the locations and population, the internal competition dissolution of different kinds of channels and the control to them. For the management of partners, the author will form the recruit, cultivate and reserve strategy of marketing-channel cooperators on the characters of them. At last, the author will make the execution plan on the base of estimation of in-house experts and evaluation of potential partners.There are six chapters in this article:Chapter one will state the background and the research significance research ideas and the arrangement of the article.Chapter two will state the situation of Shanghai Branch of China Unicom Ltd and its competitors, the definition and classification of entity channels, and the characters of them. Chapter three will find out the existing problems of classification, location and competition of marketing channels in Shanghai Branch of China Unicom Ltd through the internal comparison and competition outside.Chapter four will form the optimization plan on classification, marketing channels management, location strategy and partner management aiming at the existing problems in3G entity channels in Shanghai Branch of China Unicom Ltd.Chapter five will test the marketing-channels competing strategy feasibilities through in-house expert estimation and evaluation of potential partners and improve the relevant processes of construction, management and closing of the stores.Chapter six will make a conclusion, point out the shortcomings of this article and propose several directions for future research.This article must provide some valuable advices to the marketing-channel competition strategy design and optimization of similar industries because the design and plan of it are based on objective data, market research result, working practices and analysis from different points and competition comparison.