The Study On The Construction And Optimization Of The Marketing Channel For Hunan Telecom Corporation

For telecommunication operators, after the full service of operation, the gapbetween products, technology and network have narrowed increasingly. As a linkbetween customers and telecommunication operators, marketing channel plays the rolenot only in business promotion, product promotion and service supporting, but also theimportant breakthrough in decision transmission and operation. Marketing channel isthe core-competitiveness of enterprises. On this background, it is the key for HunanTelecom Corporation to establish a sound marketing system, and to improve theperformance and service level of marketing channel in the fierce competition. Therefore,a systematic and thorough study on the construction and optimization of the marketingchannel for Hunan Telecom Corporation has an important practical significance.This paper first analyzes the development tendency of telecom industry and theinternal and external environment of Hunan Telecom. By applying basic theories ofmarketing channel, this paper intends to make a thorough research on the presentsituation of Hunan Telecom and point out the deficiencies of existing channel in salesstructure, coverage, efficiency and service supporting. On that basis, this paperpertinently pointed out the construction and optimization of the marketing channel forHunan Telecom Corporation. The core is, on the one hand, to establish and optimize themarketing system which is adapted to full service operation, to clear the channels’strategic positioning, and to help the full channel coverage of the target market. On theother hand, to establish an efficient administration system of sales and to enhance thesales ability, service ability and economy of marketing channels through effectiveoptimize of management and process. Finally this paper provides the procedure andguarantee mechanism of the construction and optimization of the marketing channel forHunan Telecom Corporation according to the principles of "system planning,step-by-step implementation, highlight, cooperative promotion".