A Study On The Channel Management Optimization Of China Telecom Huaihua Branch′s Government And Enterprise Marketing

With the continuous development of science and technology and the improvement of people’s living standards, people’s demand for communication services is constantly upgrading, as same as the personalized demand. In the process of development of "triple play" and "Internet +", the channel of China Telecom Huaihua branch ′s government and enterprise marketing is confronted with unprecedented competitive challenges from Huaihua Mobile, Huaihua Unicom, Huaihua Broadcasting, virtual operators and internet companies. Being faced with such fierce competition in the market, the channel of China Telecom Huaihua branch ′s government and enterprise marketing needs to enhance their business development and drive revenue growth through its own management optimization.In this paper, based on the theory of channel management, I analysis in-depth the channels’ structure, members, products, and services of the channel of China Telecom Huaihua branch ′s government and enterprise marketing, and discovered that there are many issues, for example, the market segment in the channel is not complete, the online channel is underdeveloped, the channel members lack collaboration, business development is excessively depend on basic products and so on. According to the channel control and channel relationships, and combined with the spirit of eighteen session of ‘deepening reform state-owned enterprises’ requirements and the strategies for China Telecom to ‘draw a small contracting business unit’, I propose an optimization scheme for the channels’ structure, membership management, product management and service management of the channel of China Telecom Huaihua branch ′s government and enterprise marketing. Optimization program would be divided into three phases,which are infrastructure, capacity building and business innovation. In addition, I develop a detailed implementation of norms in the implementation process, and make some specific job requirements for channel members. By strengthen the management and control in details, update services, make innovations and improve service quality, realizing the sustainable and fast development of the channel of China Telecom Huaihua branch ′s government and enterprise marketing.Through theoretical and empirical analysis, I obtained the following conclusions: ⑴State-owned enterprise reform must keep up with the pace of market development. The channel management optimization of China Telecom Huaihua branch ′s government and enterprise marketing is a management innovation initiative of China Telecom Huaihua branch, in order to cope with the severe market competition environment. ⑵Marketing channels will become increasingly important. By optimize marketing channels, the channel of China Telecom Huaihua branch ′s government and enterprise marketing can achieve expansion of the market, and actively exploring the blue ocean market, based on this, the enterprise can bring more profits. ⑶How to effectively use channel control is the key issue of channel management. the channel of China Telecom Huaihua branch ′s government and enterprise marketing through the improvement of management practices, combined with the distribution of benefits, can effectively manage the channel members. ⑷Channel relationship is very important for the long-term stable development of the channel. The channel of China Telecom Huaihua branch ′s government and enterprise marketing takes proactive strategies which would avoid weaknesses, can achieve stable development of the channel after the channel optimization and stable relationship.