Research On Marketing Channel Management Improvement Counterneasures Of Hengyang Branch Of China Mobile

In the digital era,it is of great significance for operators to apply advanced technology to realize the overall transformation of channel digitization,to promote the integration of multiple channels,to enhance the synergy of channel members,and to realize the overall control of channels.Among the three major operators,China Mobile Group has the largest proportion of users and the number of channel members.The quality of its channel members directly affects the retention of users.The effectiveness of channel members directly determines the company.The value assessment,cost-benefit,and therefore channel capacity as a core competitiveness,in recent years tried to carry out centralized management of channels,but basically remain at the basic level of channel management,channel management efforts are insufficient,channel efficiency has not been fully activated.This thesis analyzes the internal and external environment of Hengyang Branch of China Mobile,combs the organization structure of Hengyang Branch of China Mobile,and interprets the political,economic,technological and economic environment of Hengyang Branch of China Mobile.The pressure that the company faces in the channel transformation and the insufficiency of the channel management work.Through a large number of mysterious customer investigations and internal interviews,this thesis analyzes the present situation of channel management in China Mobile Hengyang Branch,reveals the problems existing in channel management in China Mobile Hengyang Branch from four aspects: channel member selection,channel member incentive,channel member performance evaluation and channel conflict,and analyzes the causes of the problems.The analysis found that China Mobile Hengyang Branch has the problem that the channel members are unreasonable and the quality members are too few among the channel members.Channel member incentives exist in the direct sales channel.Quantitative salary incentives are unscientific,and the low efficiency of business handling leads to low employee enthusiasm;in the indirect channel,there are problems of insufficient channel fee management and serious channel member arbitrage behavior.In the channel member performance evaluation,there are problems that the indicator evaluation system is incomplete,the evaluation is unreasonable,and the method is not scientific.Channel conflicts have problems in the offline channel resources that have not been fully exploited but the online resources are difficult to support.Indirect channels lack daily monitoring,abnormal warning,and centralized management and control mechanisms.Finally,this thesis proposes channel management promotion countermeasure from the aspects of expanding new channel members,increasing channel remuneration management and control,improving channel member performance evaluation and channel conflict resolution,and solving the problems highlighted by China Mobile Hengyang Branch in the process of channel transformation.China Mobile Hengyang Branch provides direction for comprehensive digital transformation.According to the implementation of promotion countermeasure,the three aspects of high-level support,organization construction and system support are given to provide guarantees for the improvement of channel management of China Mobile Hengyang Branch,and provide reference for the digital transformation of channels.This thesis has guiding significance for the optimization and improvement of the channel management strategy of China Mobile Hengyang Branch,and has practical effects on the practical application of channel management theory in the communication operation industry.