CT's Channel Analysis And Tactical Research

This paper reviewed the channel development of Chinese telecom industry and Chinese Telecom Corporation (CT). Based on the full analysis of history and status quo of CT's channel, including its structure and management, I proposed the strategic and tactical system of CT's channel.The dissertation is combined with three sections. The first section including chapter 1,2 and 3 introduces some basic theories. In this section I explained the importance the topic, reviewed some related researches which had been done by domestic and foreign analysts and introduced some key concepts. Section 2 including chapter 4 and 5 is the empirical research on some typical cases. I ran back over the channel development of CT and Chinese telecom industry in chapter 4 and made a description about how the evolution of CT's channel structure and management went though three stages. In chapter 5, I studied the adaptability of CT's channel with its customers and products. Furthermore, I made a deep analysis on the channel framework, combination and management of current CT , consisting of not only the general case but some special cases, not only the individual anatomy but the comparative study, not only the theoretical analysis but the empirical investigation. I draw the conclusion and depicted the future about CT's channel strategic and tactic pivot in the last section. I do hope this can impulse the channel revolution and innovation of CT.Depending on the review and study of channel development of CT, the conclusion that the channel structure and management of CT have been on the good development track can be made. But for the cause of time brevity and the complexity of corporation structure, we need put more efforts into the fields of channel system analysis and plan, structure optimization, conflict and support management, channel training and evaluation etc.In the paper, I put the theory of marketing channels and channel management into the empirical CT's channel analysis by the method of cases analysis, integrating the theory with the practice and made some innovations in how to apply the industry theory on the quantitative and qualitative analysis. The main innovation is quantifying the key rule of customer purchase and building up a mathematical model for the analysis of channel-customer relationship, which is a step forward for the traditional channel theory.