"Internet Plus" Marketing Channel Research Of Cmcc Mobile Nanning LTD

With the appearance of concept of "Internet Plus" since November 2012, Chinese Government has emphasized repeatedly in the government work reports that the "Internet Plus" should be considered as the driving force for the rapid development of China’s economy, meanwhile, which promotes the development and expansion of international business of Chinese Internet enterprises. In the era of "Internet Plus", the sales channels are totally different from the traditional marketing channels in a modern enterprises which decided by the characteristics of "Internet Plus" era. Therefore, whether an enterprise can successfully build the efficient sales channels will becomes the one of the key facts to influence the survival and development of an enterprise in the future market competition.In order to adapt to the changes times, China Mobile Nanning Ltd. should seize the opportunity to optimize the marketing channel.Firstly, this article, which based on the in-depth investigation and analysis towards the existing marketing channels and the changes of market environment, employees the interrelated theories of marketing channels to not only introduce the current situation of marketing channels of china Mobile Nanning Ltd., but also analyze its existing problems of marketing Channels which includes the inefficiency of traditional direct sales method under the condition of rapid development of market, non-standard image over the business halls and stores, less efforts on advertisement, poor performance on the construction of E-business channels, unbalance of distribution of social channels, the defective network of business halls and stores, inefficient management, low loyalty of "channel clients", the weakness of the marketing capacity towards the new productions and applications, singleness of channel function, etc. In addition, this article points out that the necessity of optimizing the existing marketing channels.Secondly, by analyzing the relevant environment, this article concludes that Nanning mobile company has the advantageous external and internal environment which viewed as a good basis for optimizing the design of marketing channels, furthermore, according to the characteristics of marketing channels of "Internet Plus" era, proposes design basis and guild line of marketing channel for Nanning mobile company and builds the related model of optimized marketing Channels.Finally, through making an analyses towards type of design of optimized channel, management plan and implemented safeguard measures of the channels, etc, it points out that the types of optimized channel should be classified as the offline channels, online channels, offline and online channels, in the same time, the management plan of channel should be formulated with the considerations of management process, incentive mechanism, conflict resolution, impact assessment and so on.The last but not the least, it suggests that the implementation of mode of achieved optimized channels should be ensured by the external and internal resource integration.