Research On Entity Channel Strategy Of China Telecom JX Branch

With the in-depth development of the full-service operation of the three operators in the domestic communication industry,the competition in the telecom industry becomes increasingly fierce.Under the environment of "channel is king",the competition in the operator market has changed from the competition of original products and prices to the competition of seizing channel resources.As the main source of China telecom's business and revenue,entity channel is of great importance to China telecom.As a prefecture-level branch of China telecom,JD branch of China telecom is in urgent need of reform and improvement as its physical channel layout,operation mode and capacity cannot adapt to the current new development trend.This paper firstly summarizes the overall situation of China telecom JD branch,and summarizes the status quo of physical channels from three aspects: store coverage,operation capacity analysis and investment return analysis.Secondly,respectively from the macro environment,industry environment analysis,SWOT analysis,three dimensions of channels of the branch of China telecom JD entity made a comprehensive and detailed analysis,to find the main three problems: physical channel is a channel structure and scale of the existing in the ceiling,can no longer support the market pattern to break through the demand again,must find a new growth point;The second is the fragmentation of online and offline blocks,which has not formed the resultant force of mutual drainage and coordinated sales and cannot adapt to the trend of new retail development.Third,the offline store experience is not good,it is difficult to attract customer flow into the store,the operating cost is high,the survival pressure is large.Aiming at these problems,the paper proposes five channel strategies for channel construction,namely,focusing on the location of stores,"online + offline" deep integration,"self-owned + social" ecological cooperation,"platform + contact" intelligent operation,and consolidating the physical channel basic management.Finally,according to the incentive system of JD branch of China telecom,the improvement scheme of store subsidy and point system,channel manager performance and store capacity improvement is proposed.Through the above measures,it aims to find a physical channel strategy system adapted to the new development trend for JD branch of China telecom,and seize the opportunity for market share and revenue scale.