Research On Marketing Channel Optimization Of Zhejiang Mobile Pujiang Branch

With the increasingly intensified external market competition and the deepening of internal and centralized changes,the telecommunications industry in China has undergone tremendous changes in recent years: full-service operation,the establishment of China Tower,the development of the marketing model under the Internet.As a district level company of China mobile,the marketing channel is the core competitiveness.How to make the transformation and optimization of the marketing channel is becoming more and more important under the new situation.As a veteran of China Mobile county branch,the author has been concerned about the development of marketing channels and deeply feels the importance of channel restructuring under the new situation.This article takes China Mobile Pujiang Branch as an example,analyzes the problems of its channel development in an all-round way,and provides suggestions for channel structure optimization and capacity improvement.The author also hopes to explore the path of innovation and transformation of mobile channel through the research of this topic.Based on the basic theory of marketing channel,PEST analysis theory and management theory,this paper studies the development of Pujiang mobile marketing channel by combining qualitative analysis with quantitative analysis,comparison and induction,channel management theory and operator channel characteristics.Through careful investigation and research,the author firstly analyzes the internal and external environment of Pujiang mobile,the current situation and existing problems of and channel development.Secondly,according to the actual situation of Pujiang mobile,the author puts forward the goal and optimize the channel optimization principle,points out that Pujiang mobile must improve the marketing channel structure,optimize the existing channel layout,accelerate the transformation and marketing channels to promote and strengthen the ability of the stock optimization strategy of specific channel management.At the same time,focusing on the organization and implementation of the optimization strategy,the author puts forward some concrete suggestions,such as optimizing the team structure,improving the quality of personnel,perfecting channel support,and enriching channels controlling and motivating means,so as to achieve steady progress in transformation.This paper takes Pujiang Mobile as a case study,analyzes the existing problems of channel management by referring to the relevant theories of marketing channel management both at home and abroad,and puts forward a channel optimization scheme applicable to the company,and gives strategies and suggestions for the implementation of the plan.The research results can provide guidance for Pujiang mobile channel optimization,and also have some reference value for other operators in the new situation.