The Research Of Yancheng Unicom Marketing Channel Construction And Management

With the new generation of industry restructuring and the issuance of licenses, Thecommunications market competition becomes increasingly fierce, and gradually shift from thetechnical level to customer service levels, while operators own channels, cooperation channels,electronic channels and chain channels will serve as the main carrier of customer service anddevelopment,and highlights the importance of channel’s construction and management in theTelecom Operator. From a marketing perspective, having channels who have the world. In general,different mobile services have its different target markets, and the marketing channels requirementsalso vary. On the whole, with the technology evolution and gradual adjustment of industrycompetition pattern, which are a higher and more urgent requirements. In the course of channeloperations, own channel has become the first important position of competition for user resources,the development of user scale, improve user awareness and enhance customer service.It would be Yancheng Unicom as the main object of this study. First, it described its researchbackground, significance, research ideas and methods. Secondly, it introduced marketing channelconstruction and management situation of domestic and international communications industry, andanalyzed the new requirements of channels under the new competitive landscape, On the basis ofchannels M&D experience and the suitability requirements of the full-service from home andabroad operators, it analyzed marketing channel status and existing problems of China Mobile,China Telecom and China Unicom.Meanwhile, since2008industry restructuring and the newgeneration licenses issued since the. it analysized the status and development trend of YanchengUnicom channel construction and management by some methods,such as PEST and SWOT. Thirdly,it proposed a grid program for YanchengUnicom marketing channel construction and management,which based on its existing channel structure problems, which combined with the geographical andeconomic conditions,and existing human resources.Around the guiding ideology of "Enhanced linestrength, Penetration sales management", Orderly the work with Meshing, Personnel sinking, theResources, Processes security, etc., to achieve "Marketing breakthrough，Enhance the overall size".It enhances by channel development and channel efficiency in Yancheng Unicom. Finally, it builtthe appropriate test environment and assessed the effectiveness of the improvement program.