Study On The Transition Of China Mobile Guangdong Company's Innate Channel

China mobile communications group guangdong co.,LTD.(hereinafter referred to as "CMGD)is one of the largest companies at the provincial level in China mobile group size,is also a pioneer in China mobile and China mobile communication field.The Chinese mainland's first mock-up of mobile Internet,global,dynamic,and the three major brands of China mobile came from the company.Over the past decade,China mobile has experienced the pain of 3G manufacturing,the pain of traffic pipes and the rush of e-commerce.In this context,CMGD puts forward "one body and two wings".The two wings: the group industry informationization service and family information service)strategy to deal with the challenges from Internet era and Internet enterprises.In this context,this paper studies the transformation of China mobile guangdong into its own channel in order to support the "two wings" strategy and adapt to the needs of Internet + era users.The family information service and the personal information service relying on 4G network are the focus of the transformation.How to offline for target users with personal experience,family information business scene,pay seamless docking both online and off-line terminal hardware,create competitive entity channel,is the ultimate goal of their own channel transformation.In the channels of CMGD has its own special before ascension,its own channels have run under service + terminal sales model for quite a long time,long and selling content single service process,makes its own channel on the big market promotion in the cluster positioning become blurred,efficiency is also gradually decline,to transformation.According to the requirements of one body two wings "strategy,CMGD has carried on the special promotion work,to its own channel launch of new system","five measures,in the province has its own channels to promote the" new store ","new ecology","new operation","new service","new".Combining with the classic 4 cs,4 ps of marketing channel management related theory and the theory(especially the channels to the life cycle theory),use the STP,SWOT and other classical methods of management for the project as a whole as well as the system of "five new" thinking and scientific decision-making,planning and implementation process in argument.At the same time,the life cycle theory framework reference channel,for the own channels to improve the work "five new system" the implementation of the "new store" strategy for validation of the value of the business hall carry out reshaping.Through the observation and analysis of the efficiency of the "five new system",this paper tries to analyze the evolution of channel functions,and tries to establish the mode reference system of the channel reform of the operators.In addition,the life cycle theory in this paper,by using the channel of the channels to enhance job related analysis,complete the record of theory combined with practice and effective for shallow theory to guide practice and effectiveness of verification.