| Since May2008, China Telecom bought CDMA business unit from former China Unicom, China Satcom integrated with China Telecom, former China Netcom merged with China Unicom, China Railcom merged with China Mobile. The "six portion" situation was integrated into three. On the market of family customers in the north, the China Unicom is in an absolutely dominant position. For Shenyang telecom which is in a disadvantage situation in the family customer markets, the competition is much more severe. Marketing channels as a frontier for Shenyang Telecom customers in the family market is of significant meaning for promotion of business and information collection from the market, and thus now the research of marketing channel in family customer market is particularly important for Shenyang telecommunications.This article makes a tough analyze of the issues existing in marketing channel of Shenyang Telecom family customers market. Among which are:The lack of long-term planning in distribution channelsOverly dependence on the social channels leading to balanced channel structure;Inadequate channelsNo sound channel systemLow channel loyaltyChannel conflictUnsound channel evaluation systemLow information sharing levelAnd so on, the analysis can be taken into consideration when refer to the channel management.In this paper, we put forward the structural optimization proposal and channel management improvements plan according to the problem exists based on channel management theory. We are trying to build a three-dimensional mixed-marketing channel system by rational channel planning, looking for more channel categories and adjusting the channel balance. And regarding channel management improvements, we are trying to figure out the direction for the channel development from the channel loyalty enhancement, channel controlling strengthen and improving the channel evaluation system and information sharing level which is also a foundation for business promotion. |
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