Research On The Transformation Strategy Of China Unicom Tongchuan Branch's Marketing Channel

The communication market entering the 4G era,due to the rapid changes in the internal and external environment such as the market macro environment,industry competition situation,customer consumption habits,etc.,communication and operation enterprises are under great pressure,and their marketing channels are not efficient and their survival status is worrying.As a "follower" of the regional communications industry,China Unicom Tongchuan Branch faces many difficulties in its overall operation and channel profitability.How to improve the efficiency of marketing channels,and how to promote enterprises out of business difficulties? This thesis aims to explore the way of "breaking the market" in the adversity of enterprise development by studying the transformation strategy of Tongchuan marketing channel,and to promote China Unicom Tongchuan Branch to form a differentiated advantage in regional market competition.This paper studies the transformation of marketing channels around China Unicom Tongchuan Branch's social entity channel,its own entity channel and electronic channel.In view of the three major transformation goals of coordinated development of marketing channels,expansion of customer contacts,and creation of an empowering shared economic platform,we will start with institutional adjustment,improved experience functions,improved payment/financial functions,and expansion of foreign alliances.Formulate China Unicom Tongchuan Branch marketing channel transformation strategy.With the power of channel transformation,we can improve the profitability of marketing channels and promote the sound,healthy and sustainable development of enterprises.This paper first introduces the background and significance of the research,combining with the current situation of the research on the transformation of the communication industry at home and abroad,determines the research ideas of this article,and then expounds the relevant theories involved in this article from the aspects of marketing and marketing channels.Based on the analysis of the current situation of China Unicom Tongchuan Branch's marketing channels,the external environment of China Unicom Tongchuan Branch is analyzed from three aspects: market environment,consumer behavior,and competitor's channel strategy.Through SWOT analysis method,China Unicom Tongchuan Branch is currently facing opportunities and threats.It further demonstrates the necessity and importance of China Unicom Tongchuan Branch's marketing channel transformation in the current environment.Based on the above theories and internal and external environment analysis,we draw on the experience of the channel transformation of two retail companies,Suning and 7-ELEVEn,and put forward the design goals,implementation plans and measures for the transformation of China Unicom Tongchuan Branch's marketing channels.Through analysis and research,this paper puts forward three core measures for China Unicom Tongchuan Branch's marketing channel transformation: first,platformization,through the construction of shared economic platform,the promotion of online and offline channel integrated operation,and the effective use of customer resources and marketing resources.Second,we need to centralize,promote the institutional transformation of on-line and offline integrated operations,and build a support system for inverted triangular operations,so as to guide the optimization and improvement of service content and standards at the back end with channel demand and customer demand.Provide effective and professional control and support services for the Internet transformation of marketing channels.Third,sales landscape,to build a customer-centered multi-scene Internet marketing system,to achieve online and offline customer multi-scene coverage,enhance customer service perception.Through the transformation of marketing channels,China Unicom Tongchuan Branch will create a new type of marketing channel with unified operation and management of all channels,unified payment,and data sharing,and realize the convenient acceptance ability of all partners under the enabling sharing economy platform.It highlights the on-line customer contact drainage and offline experience of single functions,forming a channel operation and management model that China Unicom Tongchuan Branch distinguishes from other communication operators in the regional market,and promotes the sound,healthy and sustainable development of enterprises in fierce competition.