Research On The Channel Performance Management System 's Social Channel Performance And Competitiveness In Mobile Communication Industry

Chinese mobile communications industry has experienced a decade of rapid development, has gradually entered the market, the stage of slowing profit growth, coupled with the3G era changed the competitive landscape, leading operators to rely solely on channel expansion to achieve growth in the size of the original channel management face serious challenges. Guangxi Mobile because of the regional impact of economic and market development stage, in a long time will continue to the physical channel as the main channel for market development. Due to cost constraints in the self-channel layout of the premise can not be extensive and long term, through changes in social marketing, channel management, enhance cost-effective use of channels, the company’s overall performance will improve and continue to play an important role in maintaining market leadership.This paper analyze the trend of channel evolution, describe the reason which the Guangxi Mobile has to change to the channel depth of the management mode.The author contrast the current management situation of Guangxi Mobile and the situation of FMCG, and think that learning the successful experience of FMCG is feasible. At the same time, the author analyze the disparity exist in the channel depth of the management mode in Guangxi Mobile, define the adjusting direction, build community channel depth of the management system, from the mode of innovation, organization, team formation, management systems, support systems develop specific implementation and other aspects of the program, by analyzing the initial practical results, verify the feasibility of channel performance improvement program.