Research Of PJ Company On Marketing Channels Management

Marketing channel management is one basic management work of enterprises, which plays a very important role in the enterprise market marketing combination, also it is one of the strategic elements for enterprises to gain long-term competitive advantage. In recent years, the whole telecommunications industry has seen tremendous changes, such as telecom carriers’recombination, the issuance of3G licenses, which further promote the three major domestic telecom operators:China Mobile, China Unicom, China Telecom to enter the telecommunication business competition era. The old competition pattern has been completely broken, the new competition pattern is being formed.The competition among the telecom companies have gradually separated from the simple network technology competition and price competition, and gradually move towards to the channel competition and terminal competition.Marketing channels, which is the important link between product sales and customer service, now become the new core competitiveness focus of the telecom operators.This paper systematically expounds the marketing channel connotation, function and structure in the theory part.Then it analyzes the telecommunications market environment of Panjin city, the profiles of the mobile communication company of Panjin, Liaoning, as well as the management of marketing channels problems, and puts forward marketing channel optimization design and scheme for the company of Panjin, Liaoning.Based on this principle, we formulate further management improvement measures for all kinds of marketing channel, including management measures on personnel selection, incentive, assessment and controlling of both own channels and social channels.This paper takes the mobile communication company of Panjin, Liaoning as the research object, and studies the marketing channel management and improvement strategy thoroughly. It is of great guiding significance to further enhance the marketing channel capacity of the mobile communication company of Panjin, as well as improve the regional competitiveness of the mobile communication company of Panjin, we believe that this paper has certain reference significance to the mobile communication enterprise in other cities.