Research On Marketing Channel Optimization Of China Unicom's Zhangzhou Branch

With the development of Chinese economics, the continuous improvement of competitive system and the rapid growing up of China's telecommunications industry, every service provider has been fully qualified to all businesses after integration which is deeply influential to the competitive environment of telecommunications market. The domestic mobile communications industry has a gradual transition from a seller's market to a buyer's market. Today's market focuses more on the channel competition but less on technical and price competition. Marketing channel has become the most important part of main competitive power for the service provider of the mobile communications industry.First of all, this essay has analyzed the marketing channel of China Unicom Chenzhou branch office. I have found out Chenzhou office mainly has the following5problems:1. the agent's loyalty has become lower;2. the commission system is very tough;3. self-management marketing awareness is insufficient;4. integrated business development compatibility is not enough;5. the development of new business, customization of terminal, full business and group business are very deficient. With the environmental analysis of Chenzhou office's marketing channel, PEST macro-environment and SWOT internal and external environment, I have found out the telecommunications company has to change its business scope significantly, develop variant products and focus on the meet of customers'requirement. On this basis, the optimization of marketing channel can be formed.Secondly, this essay has also discussed that the strategy of Chenzhou office's current marketing channel should be optimal adjusted; it's own service type should be changed from service-oriented to service-sold; the distribution channel should be changed from sit-selling to walk-selling; channel business should be changed from mobile service to full service. This means Chenhou office should maximize its strength on a good network and adequate budget, and then put their effort to develop various services in order to maintain more loyal customers.At last, this essay has also elaborated how Chenzhou office can optimize the implementation scheme of its current marketing channel. The optimization should regard the development of full business as a goal. Chenzhou office can play an important role furthest if it could also consummate its construct management system and business management system, make the commission strategy as a lever, emphasize its management assessment, consistently improve its service quality, innovate the management support, then finally build up a matrix organization structure.