The Study For The Strategy Of Expanding Marketing Channel For Unicom In Developing Zone Of Qingdao

Since the 21 st Century,the telecom industry has developed rapidly and the competition becomes increasingly intense,single marketing channel can not adapt to the development of the telecom industry in the new situation,the three major telecom operators are all trying their best for developing their own marketing channels.In December 4 of 2013,the Ministry of Industry and Information Technology issued licences of 4G to the three major telecom operators,which marked the beginning of 4G time for China's mobile communication industry.Facing with the new competitive situation of 4G,the telecom operators should seize opportunities,meet challenges,and develop new system of compound marketing channel.This paper analyzes the current situation and problems of the 4G business marketing channel of Unicom in Developing Zone of Qingdao,draws domestic and foreign telecom operators' experience of developing 4G marketing channel.This paper conducts the research on the self-owned marketing channel,social channel and corporation client channel of Unicom in Developing Zone of Qingdao,to draw up expanding strategies on 4G through the construction and service of Unicom's business hall by way of marketing channel,to focus on the construction on medium and small agent points,4G market,as well as the management on different levels of representing agents and optimizing commission by way of social channels,to put emphasis on the application of corporation informationization on 4G development and how to employ talents to represent us by way of corporation client channels.Compared with China Mobile,one disadvantage of Unicom in Development Zone is of social channels.The number of agent channels is only one third of competitor.Thus,the company has set up a goal of “winning channels,winning 4G”,It is hoped that the development of 4G can be enhanced through expanding social channels.Through the research of this issue,we can analyze the theory of marketing channel and the Internal environment and external environment of the 4G business of Unicom in Developing Zone of Qingdao in depth.Put forward the improvement measures for the problems existing in the operation of the marketing channels.At the same time we can summarize the successful experience of the 3G time so as to lead the 4G business development to the right direction and make Unicom in Developing Zone of Qingdao back to the commanding elevation of marketing channel in 4G time.