A Study On Competitive Strategy Of Physical Channels For Kaifeng Branch Of China Unicom

In recent years,with the restructuring of the telecommunications industry,and issuance of 3G/4G operating license,China's basic telecom operation market produced great change which three new operators,China Mobile,China Telecom,China Unicom,regrouped by five original operators,Although the strength of the three operators is still uneven,but in their respective business development process,are further effectively expand the market,enhance the domestic users of high-speed mobile network usage.However,as the downward pressure on the domestic economy increases,the growth rate of the entire telecom industry has dropped significantly,which has brought a severe test to the continuous increase of the operators' income.Entity channel is one of the most important marketing channels of telecom operators.Under the background of the current industry downturn,the research on the competitive strategy of the entity channel is of great significance to the enhancement of the operator's competitiveness.In this paper,Kaifeng Unicom,for example,with domestic and foreign marketing channels related to the theory of Kaifeng Unicom's physical channel competition strategy to analyze the issue,through comparison with Kaifeng Mobile,Kaifeng Telecom entity channels to identify their channel classification,channel coverage and Channel operation of the existing problems,on this basis,Kaifeng Unicom channel competition strategy to optimize the design.This paper has five chapters.The first chapter is the introduction part,mainly elaborated the research background,practical and theoretical significance,describes the purposes and methods of this research.The second chapter is the relevant theoretical basis.The definition,classification and characteristics of the marketing channels of telecom operators are expounded.At the same time,the theory of channel research at domestic and international.The third chapter takes Kaifeng Unicom as an example,analyzes the current situation and existing problems of the entity marketing channel,points out that Kaifeng Unicom's entity channels are not covered adequately,channel efficiency is not high and channel manager ability of channel management personnel is lacking.The fourth chapter,according to the problems raised in the third chapter,it is pointed out that if Kaifeng Unicom want to reverse the disadvantage of the entity channel in competition,it needs to build the entity channel in the core commercial area,to the same scale as the competitor,And second,through the internal management structure optimization,implementation of specialized channel management strategy.The fifth chapter is the last section,summarizes the innovation points and shortcomings,then makes some suggestions to the researches in the future.The research of this paper will be helpful to promote the construction of competitive advantage channel of Kaifeng Unicom entity channel,and can provide some reference and reference for the construction of marketing channel of the whole telecommunication industry.