Theresearchof Baoji CMCC's Marketing Channel Status And Optimization Strategy

As the society constantly develops,communications industry is continuously adjusting itself to the changing environment.The arrival of 4G brings more challenges to the Mobile Communications Operators.In this smokeless battle field,the competition among traditional operators,virtual operators and Internet companies is becoming much fiercer.Marketing channels,as the frontline of the business development,becomes the name of the game in gaining favorable market position.The building of the marketing channels plays a crucial role in holding the market and obtaining the feedback information of the customers.Therefore,how to make use of the force of marketing channels in order to improve the core competence of enterprise,lead the overall business development and consolidate the place of traditional operators becomes the most urgent problem to solve.This paper mainly studies the circumstances of marketing channels in Baojibranchof China Mobile Communication Corporation(BaojiCMCC).Based on the many years' working experiences of the researcher in production and management and the practical situation of the local operator,this paper aims to figure out the problems in managing the marketing channels and put forward some effective solutions.The problems include the lack of systematical planning,the specific ways of managing,the looseness of structure of social marketing and its weak control.Besides,the support of CRM is not strong enough;the power of solving inner collision is weak;and the market competitiveness of digital channel is in shortage.The paper compares the development of the marketing channels of several business competitors and analyzes both macroscopically and microscopically the marketing channels in Baoji CMCC through literature review,marketing theory and analytical methods like PEST,SWOT Based on the analysis of the above problems,the researcher sets the development goal of marketing channels in Baoji CMCC and optimizes the methods in the view of the company management.First,plan the current marketing channels systematically and optimize their structure according to the market change.Second,optimize the structure of CRM to promote the level of support staff.Third,strengthen the details of managing the marketing channels by using star rating,Member Points System and so on.Fourth,reinforce the control of social marketing via improving the integrated serving ability of the first-line staff.Fifth,enhance the ability of solving collision in marketing channels and complete its control system.Sixth,seek Internet cooperation,expand the E-customers and improve the carrying capacity of digital channels.In today's rapid development of communications industry,this paper focuses on the problems of marketing channels in Baoji CMCC and brings up effective solutions in the hope of helping solve those practical issues.It also provides ideas for other operators and business in enterprise marketing.