| The telecom market is expanding rapidly in recent years. China has become a big market of telecom, which possessed the largest market of mobile users and the second largest market of household users. Along with the rapid development of telecom industry, the competition among these telecom companies turns more fiercely. After two more companies, China Telecom and China Netcom enter the market, plus the two original ones, China Mobile and China Unicom, the monopolization of telecom is broken up completely. The emergence of the new operators creates more options for users with the better service of high quality, but low price. Now, one of available strategies for telecommunication enterprises is the establishment of advanced selling-channels, if they want to retain the present users, and cultivate the potential users, to make the corporation expand in a continuous and steady way.Since the business of PHS came out at the end of 1997, it has experienced a high-speed development during the five followed years. By the end of 2003, the users of PHS had reached 35,000,000. The users of PHS in Changchun district reached 1,700,000 in less than one year. However, an urgent problem of expanding PHS sales appeared under the rival's attention and pressure. After the research of the present situations of PHS sales and with the guide of marketing theories, this paper puts up a proposal to rebuild the selling channels of PHS. This paper consists of six parts. In the prologue, the author illustrates the necessity and certainty of PHS' being existent. National administration department changed their attitudes from objecting, confining, to forming and helping form. We can see from the course that the high-tech is not the decisive condition to popularize a certain product, but the meet of populace's demands is. Then, Chapter One introduces the background knowledge of PHS, and the development of its technology and business. In Chapter Two, the present situation of selling channels of PHS is analyzed and some questions are raised by analysis. One of the questions is that the unitary sale-channel cannot satisfy different customers. It must be a barrier when PHS companies want to attract more users, and spread their market in the future. The author suggests many successful experiences from other telecom business, which should be learned in selling PHS in Chapter Three. The fourth Chapter is the major part of this paper. Here quotes the theoretical system of service outputs, put forward by Bucklin, to give a plausible suggestion of rebuilding the sale-channels of PHS. The last part draws a conclusion on the basis of above analysis and discussion.I hope this paper can call the attention of the telecom companies on the importance of channels. With the hot competition and similar products, every corporation should take into their consideration the build of multi-channel advantages.
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