Research On The Marketing Channel Optimization Of Xi’an Telecom Branch

With the development of science and technology and the improvement of living standards, mobile communication has become an indispensable part in people’s life. Therefore, mobile communication terminal has become an indispensable device in people’s life. After more than ten years of development, mobile communication users has exceeded 1.3 billion, and the number of mobile network users has reached 600 million in China. Nowadays, with the improvement of people’s living standards and with the development of technology, people’s pursuit of personalized, smart phones, PAD and other mobile terminals have become an indispensable part of life. So the demand for mobile operators is also more diverse. As one of China’s three major mobile communication operators, it is important for China Telecom to seize the users, to follow the change of the market, and to build channels.This paper takes the development and optimization of marketing channels of Xi’an branch of China Telecom Group as the research object, analyzes the problems in the marketing channel and finds solutions to those problems. The theory of Porter’s Five Forces Model is used to analyze the present situation of China Telecom Xi’an branch in the market. And the STP related theoretical approaches are used to the market and reposition the clients of China Telecom. Through researching the market and analyzing the competitors, the appropriate marketing channel model is developed. Therefore, its competitiveness can be further enhanced by adjusting and optimizing the original channel, as well as strengthening team building and incentive mechanisms.For China Telecom, China Mobile and China Unicom, the competition in China’s mobile market is intense. All of them are facing the same brutal market competition and huge pressure. In order to solve the competition and crisis of China Telecom in the market, the present situation of channel marketing of Xi’an branch of China Telecom Group is studied in this paper. It is believed that in order to win the market recognition, the communication operators must optimize the marketing channel strategy, exert the advantages of the enterprise, follow the opportunity of market transformation, and constantly innovate and establish the enterprise brand.A set of channels for Xi’an branch of China Telecom Group is explored in this paper, which will win the market, and has a certain reference effect to the domestic counterparts in developing and researching the marketing channels.