Chinaunicom YK Branch Optimization Of Marketing Channels

In recent years, the development of communication industry in China is very rapid. The main telecommunications were the three pillars of market, competition among the telecom giants are becoming increasingly fierce. How to gain advantage in the fierce competition becomes a major concern of the business. For the communications industry, the construction of marketing channels is very important, who has a good marketing channel and who will hold the initiative in the competition. In the context of this strategy, companies need to re-marketing channels for their optimized to adapt to the changing market. YK Branch of China Unicom this marketing channel optimization has been studied, for the optimization of its channels have some significance.(1) This paper describes the premise of the theory of marketing channels, from the YK branch company’s status, status of marketing channels and the current problems in three channels on the company the status quo analysis, especially clear at this stage the problems of marketing channels. Through analyzing we find, the distribution companies in the marketing channel, channel execution, team building and end-market channels of control problems.(2) The article studies the use of strategic management methods of marketing channels in YK Unicom optimize internal and external environment were analyzed through environmental analysis, we position the company now has a clear understanding of the market.(3) The company marketing channels SWOT analysis also allows us to understand the company’s internal strengths and weaknesses and external opportunities and threats, and the optimization strategy of marketing channels helpful development, through research we found that companies in the network coverage, brand building and product diversification has advantages, but in the channel management and business aspects of the new product relative to competitors, there is a certain gap.Finally, based on the analysis of some of the previous article, we believe, YK Unicom to optimize the construction of the marketing channel, you must do the work in several areas, including the adjustment of multiple channels, channel promotion execution, marketing channel management objectives to establish responsibility system, strengthen the management of the dealer and the development of marketing strategy. Only with the protection of funds under the premise of optimization strategies by planning and implementation in order to successfully complete channel optimization, and ultimately enhance the company’s overall competitiveness of marketing channels.