Research On Markting Channels' Construction And Management Of DG Mobile's Family Market

With the recomposition of China's telecommunication industry in 2008, times of all-business begins. To conform the new environment, DG Mobile started the work of community market in 2009 which lays strong foundation for family market. However, the old marketing channel system made conflicts between personal customer and family customer. This thesis is to design a new marketing channel system for family market and give advices about management.With the help of investigation, interview and research method based on qualitative research, this thesis analyses and studies the construction and management of DG mobile's marketing channel system of family market.First of all, to know the theory of marketing channel, this thesis works over correlative literature deeply, according to the literature research method. And then, this thesis made a lot of research by using Inerview Method and Observation Method, to collect sufficient data about DG mobile's each marketing channel. It's studied that there are five problems of the existing marketing channels when facing the family market. Such as, neglecting of effective planning for marketing channel system.After that, this thesis designs the marketing channel system of family market based on the customer experience. Besides, in accordance with the customer's feeler, the marketing channel system of family market is composed of physical channels, Direct sales channels and Electronic channels.Finally, this thesis proposes, the marketing and service values should change from passiveness to initiative. And, the planning and construction of physical channels, the selecting of cooperant enterprises should be regulated. After that, DG Mobile should give more guidance to each marketing channel. Finally, DG Mobile should give more IT supports to the Community Manager.After tested and continuous optimization, the marketing channel system and corresponding managerial advices of DG Mobile works well for the operations of DG Mobile's family market. And the achievements of the operations of DG Mobile's family market are the best in GD Province.