The Study On The Marketing Channel Optimization Of Heze Unicom In The Background Of All Business Operations

In 2008, China completed another round of restructuring of the communications industry reform. Thus formed Heze Unicom and Heze Mobile and Heze Telecom of all business operations telecommunications operators of Heze City. In the re-start, Heze Unicom is made of "stability, integration, development," the marketing channel strategy, and to develop a "city, county, township and village" four marketing channel management. After nearly two years of practice and exploration, certain results, but there are some problems and deficiencies. The problem and the complex and volatile market environment, Heze Unicom is necessary to learn foreign marketing channels of the theory of its own marketing channels to optimize and improve.The key winning under environment of competition, is to be able to understand the consumer, the feel grasping a consumer more accurate more incisive than competitor, is that the consumer provides more appropriate service then.To do this, you must have a very well-developed nervous system and response system. Which affect the effective functioning of this system the forefront of driving, it comes from the highly market-oriented system of marketing channels.Manage and optimize the main body of a book to try to sell a channel's from the angle that Heze Unicom strategic objective angle, Consumer Behavior change, the camp who manages Unicom who comes to study Heze Unicom the angle that cost reduces.Theory, camp wielding camp selling channel structure sell channel behavior theory, the camp pin channel concerns theory waiting to be the basis studying and analysing, the competitor analyses, SWOT analyses by the need analysis to the marketplace communicating by letter,selling channel system current situation combining with camp of Heze Unicom,analyse camp selling channel have problem, for the target realizing camp selling channel structure and managing to flat-rization and unify, have suggested that the camp specifically for different camp sells organic combination of channel sells a channel optimizing system, The channel composing a entire coverage, the body, high-effect integration coordination commonly is network, sell a channel having actual problem, improve the channel achievement effect with the camp who resolves Heze Unicom, the science field builds the camp pin channel, reduces the channel administration cost, to be beneficial to attain Heze Unicom strategy's objectives.Of course, this is Heze Unicom marketing channel management practice and theory of an exploratory study, but the marketing channels, management and optimization is an ongoing exploration of sound, not overnight. The optimal marketing channel marketing policy should be Heze Unicom, channel support costs, execution and process social information, competitor strategies strong constraints and other factors, its effectiveness also need to be competitive in the market to be tested. The author hopes to attract the attention of more attention and research professionals, operators, construction and optimization of marketing channels.