Marketing Channel Concentration Strategic Research For SX Company Of China Mobile

The past ten years is known as a golden decade for the development of the telecommunications industry.And the development of the telecommunications industry are closely related to their marketing channels.Behind the rapid development of China Mobile is extensive layout of marketing channels and all kinds of business hall.Marketing channel is one of the most important links in the market competition.The speed of its operational efficiency is the key factor to determine the success of the operators in the market competition.A large number of new business,new products,new services arises at the historic moment with the rapid development of 4G technology of large-scale promotion and mobile Internet.All of this is changing the people's way of life,and quietly affecting operators of traditional mode of marketing and services.The change poses a new challenge to the operation and development of operators.At present,the China Mobile of SX on channel management also performs decentralization and localization of bureaucracy management mode.This kind of management pattern existence many problems,such as more level,support means lack,which is seriously restricted the sales channels of operational efficiency,operational efficiency and corporate long-term development.The paper is based on the theory of marketing channel,analysis the change of competition environment in the communication industry by Michael Porter's five forces model.Then extended to the changing competitive environment of channel management put forward new requirements.This article research the channel management structure system,the management present situation to carry on the company of China Mobile of SX,analysis the marketing environment change and the channel pattern to carry on the earnest.Then pointed out the China Mobile of SX existence question and the challenge.The article in-depth study the current situation and successful experience of the marketing channels of the outstanding operators at home and abroad.The adequacy and necessity of the marketing channel is fully demonstrated.At the same time,combined with actual work,summed up the specific implementation scheme of China Mobile of SX centralized channel,namely:China Mobile of SX marketing channels concentrated from product marketing,franchising,social channels centralized management,the establishment of chain system four aspects to proceed with the implementation.Marketing channels is a systematic project,which need necessary organizational pipe system and the support system.Through the design of flexible organizational structure and supporting system,and then build centralized channel integrated system.Then we can constructing the core competitive advantage of marketing channel for China Mobile of SX.