Study On The Influence Factors Of Telecommunication Products' Sale-channel Innovation

Relatively backward telecommunication products' sale-channel construction has been restricting the rapid development of China's telecommunication market.Too many middle circulations,high sale cost,imperfect information network,poor infrastructure and other sale channel problems have been exist,especially under the background of large price fluctuation and consumer's personalized demand,telecommunication products "buy hard and sell hard" get more and more obvious.Therefore,to improve the efficiency of China's telecommunication products' sale-channel,not only ensure manufacturers' interest,but also meet consumers' demands,to resolve the conflict between channel members,it is very urgent to innovate the telecommunication products' sale-channel.However,what are the influence factors of sale-channel innovation and the driving mechanism? What is the intrinsic relationship between the influence factors? And which direction should the innovation advance? These questions are all need to be answered.Firstly,through the collection of literature,this paper combings the reform of China's telecommunication system,as well as the channel development characteristics and channel management contents of the corresponding period.Secondly,through the construction of "telecommunication products' sale-channel innovation driven model",this paper analyzes the influence factors of telecommunication products' sale-channel innovation and their mechanisms.And then,this paper analyzes the influence factors of telecommunication products' sale-channel innovation through questionnaire.The result shows that: on the whole,the internal factors of the channel have better influence on the innovation than the external factors,and the transaction cost is the main internal factors,while the consumption habits and the new technologies have a significant impact on the innovation.Finally,based on the above analysis,this paper puts forward the innovation strategies of China's telecommunication products' sale-channel innovation: double guide the channel strategy by producer and consumer;alliance and integrate the channel relationship;specialize the channel function;flatten and diversify the channel structure;organize and scale the channel main body;informationize the channel operation;standard and order the channel environment.