Tactical Study Of Channel Development Of Beijing Mobile Communication Company

This paper discussed the status and shortages of social channels of BMCC, and then the author of this paper made a tactical suggestion about social channels development for BMCC.Social channels to the development of BMCC have a very important role, because the social channel is a dominant channel in the mobile voice services sale, and the voice services is a major source of revenue. Re-enact social development tactic is the need to: on the one hand, BMCC'S strategic services focus from voice services to value-added services, so the tactic of social channels have to make some necessary adjustments; on the other hand, in the development process of the social channels, there emerged a lot of problems that need to solve as soon as possible.Through an analysis of the current strategy of BMCC and existing problems of social channel, this paper points out that we should strengthen social channels' sale function of value-added services. In addition, flattening the structure of social channel, adjusting channel management organization, building a channel MIS are very important to implement the new tactic.The paper mainly uses analysis of data, field surveys, in-depth interviews and other methods to study the topic. Besides contributing to channel management of BMCC, the paper made some innovations in how to apply theory on the channel management of mobile operators.