Study On The Construction Of Optimal Marketing Channel Strategy Of China Mobile In The Context Of Full-Service

With the arrival of full-service operation and the 3G era, competition in the telecommunications industry has become increasingly fierce. The mode of competition transforms from price competition to service competition. As a direct carrier of business and services, marketing channel has become an increasingly prominent role in the competition.This paper analyzes the international theory of marketing channels and the theory of marketing channels in telecommunication industry firstly and focuses on the development, architecture, problems and challenges of China Mobile's marketing channels. This paper describes the status of two major competitors, and concludes their experience in the construction of marketing channels.In this paper, the core concept of building and optimization of the China mobile marketing channels, factors, principles and objectives are defined on the background of full-service. It builds the of marketing channels optimization model, and finally gives the strategies of channel architecture pattern selection, function of channel system and channel management. And it focus on the analysis of construction and optimization of electronic channels. In addition, it also uses AHP and fuzzy multi-factor, multi-level synthesis method to establish a marketing channel assessment model of China Mobile, provides an effective, practical aid management tool for the management of marketing channels.This paper has not only the theoretical analysis and demonstration, but also the study on real data. The conclusion has a certain universal significance and high value. It must be a practice guidance for the optimization of the whole marketing channel system of China Mobile in the future business development.