Research On Marketing Channel Quality Management Of Shanghai Telecom Based On PDCA Theory

With China’s macro policy regulation, telecom industry reform and the development of 3G and 4G, telecom market competition becomes more intense. Telecom market appears some phenomenon,which include the homogenization of products and the marketing strategy of imitation. Under this background, channel power has become an important part of the core competence of telecom enterprises. In order to improve the quality of marketing channels, improve marketing management and get more customers resources, Shanghai Telecom combines theory of marketing channel management and theory of quality management, and researches on marketing channel quality management basing on the theory of PDCA.First of all, the paper elaborates the related concepts which include theory of marketing channel management and theory of quality management by looking up the literature. Secondly, the paper carries on the PEST analysis and SWOT analysis to analyze environment of Shanghai Telecom marketing channel. According to the related knowledge of PDCA theory, the paper puts forward the quality management process of Shanghai Telecom marketing channel which includesquality planning, plan execution, quality inspection and quality problem processing.Finally, the paper evaluates the implementation results of quality management, analyses the problems of quality management and puts forward the corresponding treatment measures.There are two main research conclusions of this paper:(1)According to the results of the implementation of the telecom marketing channel quality management plan, combined with the AHP analytic hierarchy process and fuzzy comprehensive evaluation method, this text constructs the evaluation system AHP model of Shanghai Telecom marketing channel quality management, and then synthetically evaluates the effects of Shanghai Telecom marketing channel quality management using the research methods of qualitative and quantitative.(2)Basing on the PDCA theory, this paper constructs the process system of Shanghai Telecom marketing channel quality management. It conducts the work of Shanghai Telecom marketing channel quality management, evaluates the channel quality level through the fuzzy comprehensive evaluation method, and diagnoses the existing problems of channel quality management by using the method of causal analysis, finally this paper puts forward the corresponding treatment measures, which has some significance in guiding practice.