Research On The Improvement Of Marketing Channel System Of Yangzhou Mobile Company Group

With the approach of telecom operators’full-service operation and the4G era, there will be increasingly fierce competition in the future telecom industry and the original seller’s market will be evolved into the buyer’s market. The marketing channel has become an indispensable part of the core competitiveness of mobile operators, and the maintenance and operation of the stock market will become the key fact for enterprise’s survival. Compared with mature individual user market, the group customers are important objects as to the fighting of operators. The unceasingly expanded scale of group customers, their stability, high viscosity and easiness for deep bundling in the industry, indicate that the group customer has been one important battlefield to determine the victory of operators. How to provide group customers with high quality, personalized and differentiated services, how to draw closer to customer demands, how to make customized communications products, how to realize deep bundling and cultivate the loyalty of group customers, have become the priority for operators to save and expand their businesses.This paper, taking the group customer marketing channels of Yangzhou branch, China Mobile Communications Group Jiangsu Co., Ltd. as the start point, makes detailed analysis on the scientific and reasonable improvement of mobile marketing channels. Firstly, the status and influencing factors of the group customer marketing channels of Yangzhou Mobile are analyzed; then, the objectives and principles for group customer marketing channel construction of Yangzhou Mobile are proposed, measures to improve the group customer marketing channel system, distribution and direct channels and electronic channels are put forward, and analysis and design are carried out mainly on the rising electronic channels; finally, the safeguarding measures for the construction of group customer marketing channels are brought up.In this paper, there are theoretical analysis and argument and also empirical study with real data of year2011-2013of Yangzhou Mobile; the insufficiencies existing in the current group customer marketing channels of Yangzhou Mobile are found out; and study is carried out on the improvement of group customer marketing channel system with market and high efficiency as the orientations, based on the characteristics of group product and business, and in combination of analysis of consuming behaviors of group customers. Therefore, the conclusion is of universal meaning and practical value, and provides efficient and practical auxiliary management tool for the marketing channel management work of Yangzhou Mobile.