Research On Marketing Channel Improvement Strategy Of China Mobile Yangshuo Branch

In the new century,every aspect of the society has developed a new form,profound change is a sign of social development,business as the most sensitive elements in society,but there is a qualitative change,especially the marketing channel has been pushed to the important position of hitherto unknown,rather than the quality of the products,the price of the product.If there is no convenient,efficient and smooth marketing channels,basic products all have become a pool of stagnant water,the enterprise's products and services not and customers docking,cannot establish business relations,enterprises can pursue profit.Therefore,if the enterprises want to develop for a long time,we must attach great importance to optimize product marketing channels,forming the most suitable for their own marketing channels,and to establish a long-term mechanism to amend Zhandexianji,to ensure that in response to the rapidly changing business competition.In recent years,the rapid development of the world's communications technology,China's telecommunications industry has entered a golden period of development,so that China's access technology in the forefront of the world.But China's communications business is more brutal than global competition.Operators face a number of restructuring,the development of new technologies change rapidly,with new features that change customer groups,there is no kind of marketing rules to adapt to this change,especially the impact of various currently facing China Mobile and pressure,is currently in the leading position,if only pay attention to maintaining the status instead of innovation,will be bound.Slow development or lag,to seize the opportunities in the competition,we must first change the marketing channels,strengthen technology and service of existing products and other advantages,for the development of their own for the current situation and requirements of the various aspects of marketing channels,maintain China Mobile's core competitiveness,do world-class business 100 years.Based on the research literature at home and abroad based on the theory of marketing channel,China Mobile Yangshuo branch as an example,analyzing the macro environment of China Mobile Yangshuo branch of marketing,the use of SWOT analysis of Yangshuo branch of China Mobile internal strengths and external opportunities and threats,on this basis,the description of the status quo of Yangshuo China Mobile the company's marketing channel,analyzes the problems of the marketing channel,mainly displays in:one is the function of a single channel;two channel service is poor;three is the control of social channels is not enough;the four is the problem of channel conflict,precise management level the main reason by the channel,limited efforts to control marketing channel low approval and unreasonable layout of causes,therefore,this paper argues that China Mobile Yangshuo branch should clear the camp Aim and idea of marketing channel improvement,and put forward the following suggestions:first,channel hierarchical management;second,commissioned to join and lead business into the store management;third,the rental counter area management;fourth,control the core channel policy;fifth,improve the store subsidy policy;sixth,resource integration and sales management.Finally,the paper puts forward the countermeasures to improve the marketing channel.