The Study On The Construction And Optimization Of The Marketing Channel For China Telecom Xiangxi Branch

With the reconbination of telecommunications industry,the issuance of operators’ full-service operation licenses and the popularization of Netcom intelligent terminals,the homogenization competition of the product in the industry has become increasingly fierce.Network,channels and services(including installation and maintenance)have become the key factors for the success or failure of operators’ market competition.On the eve of the arrival of 5G,the operators take the initiative in the 5G era only by continuously expanding the scale of users and effectively enhancing customer value and gaining more market share.From the marketing system level,the competition of marketing channels has become an inevitable trend in order to obtain new users with high quality.Starting from the actual situation of Xiangxi Branch of China Telecom Co.,Ltd.’s sales channels,this paper conducts in-depth research at the grass-roots level,based on the theory of marketing and marketing channels.Firstly,it introduces the current situation of Xiangxi Telecom entity channel,direct channel,electronic channel and channel cooperative marketing.Secondly,this paper analyses the current situation and obvious shortcomings of marketing channel strategy of Xiangxi Telecom through SWOT model,such as the existing problems of channel structure,,the low marketing efficiency of entity channel,.Then,,the paper improves and designs the aspects of entity channels,direct marketing channels and channel coordination,combined with the basic ideas of marketing channels and channel management,the marketing channels and management scheme of Xiangxi Telecom.In the aspect of social entity channels,four driving factors are put forward: improving channel commission/ subsidy/terminal/ incentive;improving channel marketing planning;Sales organization and service support three capabilities;strengthen the overall planning and layout of entity channels and other improvement strategies;optimize the classification operation mechanism.In the aspect of dire ct marketing channels,this paper puts forward a new strategy to improve the matching of the responsible person,the responsible field and the responsibility system.At the same time,in order to avoid the conflicts among different channels,a three-dimensional channel system of channel coordination is proposed.Finally,in order to ensure the smooth implementation of the improvement plan,the paper puts forward the related safeguard measures and implementation steps such as organization,mechanism,finance,manpower,and information system.Through the research on the improvement of the marketing channel strategy of Xiangxi Telecom,this paper solves the problems existing in the marketing channel of Xiangxi Telecom,improves the effect and efficiency of the channel,straightens out the production relations,improves the productivity,and provides a solid guarantee for the promotion of core competitiveness and accelerated development of Xiangxi Telecom.