Research On The Reform Of Guangdong Unicom 's Channel In 3G

With the development of time vicissitude and technology, the market environment of all kinds of enterprises will continue to change accordingly, and so does the telecommunication enterprises. Market environment is changing rapidly in recent years. On the one hand, user requirements migrate from voice to data and the development of Internet caused major lifestyle changes, such as online shopping, online communities, online games, online payments and so on. On the other hand, with the rapid development of3G era and mobile Internet in China, a variety of applications are emerging in an endless stream. User requirements have dramatically changed in mobile phones and the corresponding new marketing models are also emerging in an endless stream, such as experiential marketing, network marketing and so on. The channels of3G product are different from those of2G. Three major domestic carriers are joining to seize3G channel resources and innovation. Marketing guru Philip Kotler pointed out:the marketing channels of decision-making are the most complex and challenging decisions facing the company, who has mastered the channel, the market grasps. Enterprises need to make sale through channels and consumers will obtain goods and services through channels circulation. Channel can affect the trend of industry and it is a scarce strategic resource. In nowadays, enterprises in highly competitive market need to obtain more in-depth and refinement operations, improving market resources controllability. The standard measurements of channel are sale scale, cost and growth rate. Carriers need the channels of large scale, low cost and fast growth urgently.This paper analyzed the development of Guangdong Unicom from2009to2012, considering marketing environment, competitive environment and the prospects of the whole telecommunication industry, which could help telecom operators find out the correct marketing channels in the high-speed mobile Internet era. The data used in the paper was obtained from China Unicom Guangdong Branch, which is the vanguard of provincial branch in China Unicom. Its marketing channels are more mature and more persuasive.This paper selected Gree as the physical reference channel model for telecom operators, taking into account Gree also works in the theme of sales and service industry, there is a certain degree of replicability. With a large number of China Unicom channel data and conclusions are mainly focused on its chasm between design and implementation and problems in channel operating, proposing suggestions of its channel structure optimization and operational control optimization. It also contained the individual analysis of the popular experiential marketing nowadays, hoping to provide some suggestions to telecom operators, especially China Unicom.