YC Telecom Marketing Channel Operation Scheme Design And Effect Analysis

In recent years,there has been dramatic changes in the Chinese communications industry.After several reorganizations and mergers,many telecom operators have formed a pattern in 2008,which three fundamental operators competed in the full business.Because of the homogeneity of the operating products and fierce competition,all operators have faced difficulties in acquiring new customers and the issues of declining customer value of old customers.The emerging Internet companies have impacted on the business of the operators,and the trend of operators' pipeline development has intensified.Under the new situation,all operators are continuously deepening reforms within the internal enterprise,so as to seek a more effective operation model,and the operation of existing customers has been raised to a strategic level.While China Telecom Group has started the reform of small-scale contracting,YC Telecom has also deeply recognized that under the new situation,it needs to transform through the combination of marketing channel mechanism innovation and the stock operation.This article has taken YC Telecom as an example to analyze the current situation of the marketing channels of YC Telecom,as well as the problems encountered in its operation.Through optimizing the channel operating mechanism,conducting contract operation on the community marketing channels to improve channel operation efficiency and company business revenue,so to explore the more effective operation mode of the marketing channel under new situation.Through the in-depth research and study on YC Telecom,this article has adopted PEST analysis to deeply analyze the macro situation,national policies,social environment,technological environment and economic environment faced by the YC Telecom Branch,and SWOT analysis was carried out with the YC Telecom broadband business as an example,so to comprehensive analyze the current situation,advantages and disadvantages of the internal and external environment,and conducted strategic research based on the SWOT analysis.It was proposed that the YC Telecom needed to adjust the marketing channel structure,accelerate the channel construction,and optimize the channel layout in the community,at the mean time,it needs to optimize the channel operation model to improve the channel efficiency,stimulate the vitality of the channel by carrying out marketing channel contracting operations,and promote the marketing channel to conduct stock operations,so to achieve an increase of the company operation income,and further propose the overall objectives and principles of marketing channels for contract operations.This article has adopted the literature research method,comparative analysis method,and case analysis method,in-depth studied the urban marketing channel contract system operation strategy of the YC Telecom,and analyzed the effectiveness of marketing channel contract system in terms of sales volume increase,stock maintenance,and operating income enhancement.The research results was also able to provide recommendations for YC Telecom to further optimize the operation of marketing channels,and give some reference to the marketing channel operation strategies of other branches of China Telecom under the new situation.