Marketing Channel Strategy Of China Mobile Group Heilongjiang Co.LTD Harbin Branch

After years of development, a diverse and comprehensive marketing channelsystemhas been formed in China mobile group Heilongjiang CO.LTD Harbinbranch, but there are also some problems, such as the channel position is notaccurate enough, the main function of the various channels is not fully played,and the further enhance is also needed about control effort of channel and saleability.In this paper, the problems in channel development were identified, throughthe current situation analysis about China mobile group Heilongjiang CO.LTDHarbin branch. The channel position and capacity enhance were studied. Thedetails are shown as follows:Firstly, the studied contents of this paper were presented; the researches formarketing and operator channel strategy were reviewed; and the purpose andsignificance of this study were explained.Secondly, the environment was analyzed for China mobile groupHeilongjiang CO.LTD Harbin branch and its channel. In Harbin communicationsmarket, the Macroeconomic environment, development trends and competitionsituation were studied. And these environmental factors were indicated how toimpact marketing channel construction. In order to lay the foundation for channelposition, customer preferences for channel selection were researched.Then, the problems exsiting in markerting channel were pointed out. Themarketing channel of China mobile group Heilongjiang CO.LTD Harbin branchwas assessed from four aspects, such as channel coverage, channel efficiency,channel contribution, and developing customer quality. The integrity issueswhich are architecture, position, coordination, evaluation, incentive andback-office support were probed to analyzed its marketing channel. Specificissues of each individual channel that is comprised of social channel, electronicchannel, own operating room, direct sale channel and telephone channel, werestated clearly.Finally, strategies and measures for marketing channel capacityimprovement were explored in China mobile group Heilongjiang CO.LTD Harbinbranch. From the overall level, the strategy for the various channels to enhance the overall ability was analyzed. After that, the marketing channels were locatedbased on different types of channels and different types of customers. Thespecific enhancing measures for each marketing channel were detailedlyanalyzed, such as social channel, electronic channel, own operating room, directsale channel and telephone channel etc.