A Study On Community Marketing Channels Management Of China Mobile Branch In Jinjiang District Of Chengdu City

In 2008, the telecom industry was restructuring and in 2009 3G licenses was issued, the long-standing separation of fixed communication and mobile communication business of communications industry came to its end and a new situation where integrated services operations of three operators formed. Early-stage development of China Mobile was mainly realized on the basis of mobile voice service and the business mode was relatively simplex and the ARPU value brought by mobile voice service decreased year by year. At that time, a new profit growth point was badly needed, but the fixed-line telephone and broadband operations were completely new to it. How to achieve integrated services development became a challenge for China Mobile Communication. Facing the opportunities and challenges, all operators happen to coincide on the choice of integrated services model integrating fixed network, broadband and mobile communication.During the establishment of integrated services operation system, each communication operator realize the importance and effect of the management and construction of community marketing channels on integrated services operation development and actively builds and puts into practice its community channels. But some problems still exist, take China Mobile in Jinjiang District of Chengdu City for example: on one hand, the preliminary planning is not effective enough and the actual conditions of the community are rather complicated which lead to the imbalance between the community channels distribution and current situation community of China Mobile branch in Jinjiang District of Chengdu City. The company has been exploring how to allocate channel management personnel and adjust to such imbalance and improve the imbalanced situation at the minimum cost; on the other hand, the efficiency of China Mobile community channels in Jinjiang District of Chengdu City is impaired by the emerging channels including the internet, the employee motivation is not strong enough and the employee stability and enthusiasm to work are weakened, therefore, it is important to propose reasonable and effective management scheme for China Mobile branch in Jinjiang District of Chengdu City.At the present time, competition in the communication market is gradually becoming the competition in control over channels, especially the control over substantial channels. Because it is of the slightest possibility to imitate channel among all key factors and channel is also the most difficult part of construction and control. In recent years, three operators have been allowed to execute integrated services operations and marketing and construction management of substantial channels become the crucial part of enhancing enterprise competitiveness. Through analysis of the current situation of community marketing channels of China Mobile branch in Jinjiang District of Chengdu City, it is found that such problems as incomplete system, unreasonable distribution of branches in the region, great gap between carrying capacity of channel branch and services. This paper presents improvement strategies for channel planning construction, management service and personnel training, based on the analysis and study of the series of problems and gives an analysis of the feasibility, effectiveness and variable cost using the channel theoretical knowledge, which provides guidance for improvement in management of community channels of China Mobile branch in Jinjiang District of Chengdu City.