The Research Of Marketing Channels' Optimization And Management Strategy For Lanzhou Telecom

Marketing channel is an important manifestation of the competitive strength between telecom operators, and it is also important strategic resource. Make the marketing channel good can promote the enterprise to be volume and developed effectively rapidly. Since 1998, the telecommunications industry of China has experienced the separation between government and enterprises, the restructuring, the whole business, and many other changes. And followed by the complex competition pattern, China's telecommunications industry is facing the new opportunities and challenges. The single-channel marketing previously can not deal the market competition faced by telecommunications companies any more. Only apply the modern marketing theory to the telecommunications industry, construct a telecommunications marketing industry characteristics discipline, and applied to operating practices in order to cultivate a sustainable competitive advantage and marketing capabilities, in order to survive in the fierce competition and steadily development. At the same time, the building of Telecom business marketing channels is also an important issue.This issue is mainly research in management and innovation related issues of Lanzhou telecommunications marketing channel, the construction of Lanzhou Telecom marketing channel is the main line, on the basis of research results about the summary of marketing channels in innovative home and abroad, using the research methods combinate the theory and the practice, combined with the work experience of marketing channel planning in Lanzhou Telecom, full reviewed the innovation of Lanzhou Telecom marketing channels in the three aspects of marketing to optimum design, channel management, and the relationship of marketing channels. And conducted a comprehensive optimal design of the direct channel, social channels, physical channels, electronic channels in Lanzhou Telecom, and at the same time optimized the channel management through human resource mechanisms, incentive pay strategy, employee career development and other management strategies. Made the suggestion about the management and optimization of marketing channels in Lanzhou Telecom with the whole business.Through the research, this paper aims to suggest the constructive criticism for telecommunications marketing channel construction, optimization and management. Wish to bring the inspiration and benefit in the field of the telecommunications' construction and the management for marketing channel.