Study On Improvement Of Sales Channel Of China Mobile Device Company Hunan Branch

Nowadays,a new generation of information technologies are driving the global digital wave,mobile devices centered on mobile phones are becoming the basis of the “Internet of Everything”.As an important traffic portal,mobile devices have become a key factor for telecom operators to gain competitive advantage and their channel competition have intensified.Under the background of information consumption upgrade,pre-commercial of 5G and retail change,Hunan mobile devices company need to adapt to the new situation and improve the existing marketing system to increase channel sales and enhance service capabilities.It is of great significance for telecom operators to enhance their overall competitiveness.This thesis takes Hunan Mobile Device Company as an example,and conducts an in-depth study of its marketing channel construction and puts forward suggestions for its marketing channel improvement.Firstly,the background and significance of the research,theoretical basis,the research status both at home and abroad,and research content and methods are elaborated.Secondly,based on the analysis of the current status of the marketing channel of Hunan Mobile Device Company,the PEST approach is used to deeply analyze the macro environment it faces,and the SWOT app roach is used to thoroughly analyze the opportunities and challenges of the marketing channels,and the problems of the marketing channels are summarized including shortage and weak sales ability of its business hall,extensive management and of its social channels and poor quality of its direct sales channels,single form and weak sales of electronic channels,lack of top-level design and insufficient coordination among channels.Thirdly,based on the strategic principle,the adaptive principle and competi tive principle,an omni-channel top-level design and layout of marketing channel of Hunan Mobile Device Company was carried out from the perspective of new retail.Finally,implementation recommendations of the marketing channel improvement plan are proposed from the aspects of optimizing the construction of self-owned marketing channels,improving the marketing ability of social channels,strengthening the construction and operation of electronic channels,and strengthening the coordination of internal and external channels,and supporting measures are proposed including organizational guarantees,technical guarantees and process control.Expected implementation effects are analyzed.From a practical point of view,it is expected that specific recommendatio ns can be made for company decision-making through the research on the marketing channels of Hunan Mobile Device Company,which will help to optimize existing channels and improve channel management capability.This proposal can also provide useful reference for the optimization of marketing channels for the entire industry.