Research On Optimization Strategy Of Marketing Channel Of Unicom Terminal Company

In recent years,the pattern of domestic mobile terminal industry has changed a lot.The transformation of management and many difficult problems are the obstacles that telecom operators need to clear up.Because of the SASAC requires operators to reduce terminal subsidies and unify the network type,mobile terminals enter the era of fitting all kinds of networks,the Ministry of Industry and Information Technology urges the three major operators to fully implement the policy of "speed up and rate reduction" and other factors,which discourse power of operators in the industrial chain is gradually weakened.The poor marketing channel strategy of the operator terminal company will directly affect the sales of the terminal,and even indirectly affect the operator's main business.In this way,"teeth cannot live without lips",terminal company plays an important strategic role in the group's business development.How to integrate channel resources and optimize channel strategies in the context of the scale development of mobile Internet,so as to enhance their competitiveness in the fierce channel competition,consolidate the channel advantages,and further improve their business ability is particularly important for operator terminal companies.At present,domestic and foreign scholars' research on enterprise marketing channels less focused on the analysis of the whole supply chain,and mainly focused on the individual enterprises or inner management direction of channels.Compared with traditional channel management,marketing channel management from the perspective of supply chain pays more attention to the cooperation between members and enterprises in each link of the channel.This paper attempts to take marketing channel as an important part of supply chain,and improve the efficient operation ability of marketing channel through logistics,capital flow and information flow.This paper takes Unicom company as an example,offers intensive operation mode based on the theory of supply chain management what combined by B2 B management platform of whole channels supply chain and regional direct supply center,improve the channel subsidies,to set up a classification evaluation system;especially use big data technology to analysis for online information,capital and logistics business process optimization;Strengthen research on users' vision and psychology,improve the user experience of the website,and optimize the offline logistics distribution system with "integrated delivery mode" will comprehensively improve the operation efficiency of online and offline channels.Under the decline circumstance of whole mobile phone terminal industry,and hope it can promote the popularization of 5G standard mobile phones and promote the development of the industry by continuously optimizing the channel strategy.