Study On The Marketing Channel Strategies Of Qingdao Unicom

Since the twenty-first century, with China's economy booms, the development of the telecommunications industry has also grown up. With the emergence of a number of operators, the competition between them are becoming increasingly. Competition of the telecommunications industry has been become from the price and network technology into the current channels and terminal competition. Telecommunications market starts to subdivide; products tend to be complex and varied. The single type of channel can not meet demand, which requires companies to integrate a variety of channels, to establish a customer-oriented composite channel system that can adapt to different product characteristics. Effective channel like the catalyst in chemical reactions can make products accepted faster and better by consumers. In October 2008, China's telecommunications industry realized its reorganization and reform. China Unicom and China Netcom merged into a business. As the 3G era, how to play their own advantages, avoid the disadvantages and establish an effective marketing channel for communications operators became imminent important task for Qingdao Unicom. It is obverse that planning and the establishment of a complete marketing channel system is an important guarantee for the establish of enterprise's core competitiveness.Marketing channels, also known as the trade channels or distribution channels. The implementation of the marketing channel's functions is to transfer the merchandises from the producers to the consumers'hands. It bridges the gap among the products, services and their users, including time, place and hold the right. Because of the particularity of telecom products, the construction of its marketing channels is more important. SWOT analysis provides a scientific analysis tool for enterprise to conduct environmental analysis. The Use of modern channel theory and SWOT analysis, make a concrete analysis of the channel construction of Qingdao Unicom to find the the main problems in the building of the channels and to explore the strategy for Qingdao Unicorn's marketing channel. The combination of the marketing channels theory and SWOT analysis can make a clearer understanding of the enterprise's own environment and the actual situation, and thus make accurate plans and strategies.With China Unicom, China Unicom marketing situation and the Qingdao branch of marketing analysis, Qingdao, China Unicom in the marketing channel construction should choose the SO and WT strategies simultaneously——growth-oriented strategy and defensive strategy. That is, channel construction of Qingdao Unicom on the one hand, should lie on the internal strengths with external opportunities; the other hand, must overcome internal weaknesses and avoid external threats. In the area of products and channels, it is better to make the combination of products and channels closely. The marketing channels of Qingdao Unicom three pillars of business, that is, mobile services, fixed-line business and broadband services, should have individual characteristics and do not conflict with each other. Qingdao Unicom could combines the local features and targets the 3G business marketing bases on the re-use of the advantages above. In channel management, it should not only deal with the relationship between agents, but also strengthen the control of channels.