CZ Mobile Channel Risk And Coping Strategies In 3G Times

Competition of the communications industry depends on company’s comprehensive strengths in 3G times, which is decided not only by company’s own ability but also by company’s channel management. The competitive channel is an important factor to the mobile operators. In 3G times, the new customer development and market share increasement depend on the efficient channel management of mobile operators. The market competition heats up in 3G times, new business applications based on 3G constantly grow, consumer behavior changes continuously. All of these have a huge impact on the mobile operator of the marketing channel function and structure, and put forward the new needs and challenges.The author has worked in the mobile company more than ten years in marketing and channel management position. Combined with the author’s own experience, the marketing channel theory, international and domestic communications enterprise development and the marketing channel development present situation and trend are analyzed. The conclusion that the existing marketing channel under 3G can’t adapt to enterprise development is obtained. So it is urgent to improve the marketing channel function and structure. This study regards CZ mobile company as a research object, focus on the channel crisis situation in 3G times, and then proposes the solutions and coping strategies based on the cause analysis of channel crisis. The purpose is not only to provide theoretical guidance and reference for the marketing channel optimization of CZ mobile channels, but also to provide theoretical basis for competitive ability and quality of channels service.The evolution of 3G and current channel of mobile operators in China and abroad are analyzed. According to the basic theory of marketing channel and the related theory of channel structure, the crisis that the proprietary channels and social agency channels of CZ mobile faced are analyzed. Then the three factors of the current channels crisis are proposed: the constantly changing new products, changes in consumer behavior, and adjustments of competitor’s strategies. Based on these factors, the problems that the proprietary channels and social agency channels faced and the impact on channel function and channel structure are analyzed. The optimization methods of proprietary channels and social agency channels are proposed based on the crisis above. In the optimization of proprietary channels, the strategies including providing customers with efficient and fast service, smart-phone sales and other peripheral products sales service are put forward. In the optimization of social agent channel, channel length and channel function are improved, and channel flat management and channel classification management are implemented.Through proprietary channels and social agent channel function optimization and improvement, and feasibility analysis on operation advantages and problems, the conclusion is drawn: the CZ mobile channel is facing crisis in 3G times, and it needs fulfill the proprietary channels optimization, social agency channel flat and the adjustment of social channel.This study analyzes the channel crisis that CZ mobile face in 3G times, and put forwards the strategies including proprietary channels optimization, social agency channel flat and the adjustment of social channel. The coping strategies are not only instructive to mobile company but also to other communication enterprises.