Research On Innovation Of Telecommunication Operators' Marketing Channel In The 4G Era

On March 16,2016,the Fourth Session of the 12th National People's Congress examined and adopted the "National Economic and Social Development of the thirteenth Five-Year Plan".It clearly proposed to put forward 4G network construction and 5G technology research during the Thirteen-Five.The development and application of the new information network technologies have be raised up to the national strategic level.November 2016,The International Wireless Standards Institute(3GPP)meeting for 5G standard-setting determined Huawei's Polar code to be 5G standard,and China Mobile's leading of 5G system design.It represents China's telecommunication technologies have gone into the world's top areas.At present,China's main telecommunication technology is still 4G standard.After Ministry of Industry issuing 4G licenses at the end of 2013,the telecommunication operation market entered the 4G development of intense competition stage.While 4G technology brings more complex personalized communication products and higher customer demand,the marketing channels directly determines the telecommunication operators' ability of product selling and customer serving as the first line.At present,the competition of telecommunication market has developed from the price and product competition to the marketing channels competition.And the marketing channels have already become the core competitiveness of the telecommunication operators.So,in order to win the marketcompetition,telecommunication operators must innovate the marketing channels'transformation,and make its product selling and customer serving ability in line with 4G development.Based on that,this paper takes Ningde Mobile as an example of telecommunication operators to discuss the marketing channel's innovation in 4G era.With the help of Porter's five-force model and SWOT analysis methods,this paper analyzes the competitive landscape and internal-external environment of Ningde Mobile.It points out that its problems of profit decline,development imbalance,business operation blank,backward system and other specific issues.Then it designs a new marketing channel structure and implementation measures.This paper believes that facing the new industry environment and competitive conditions in 4G Internet era,Ningde Mobile needs to move out from the traditional business thinking of marketing channels,and learns from the successful transformation of the other enterprise's experience.Relying on a strong foundation of marketing channel advantages,Ningde Mobile needs to promote the transformation of marketing channels by Internet,and uses large data and cloud computing technology as a system support.This paper believes Ningde Mobile can have a sustainable competitive advantage in the new situation.