Research On The Market Modality-Based Channel System Adaptability Of Mobile Carriers

The coming of the 3G period and the fixed-line carriers' all business operation will have great influence on the telecom market in China. Mobile carriers have faced the crisis of customer maintaining ability and business developing space. To cope with the challenge, mobile carriers enhance new product R&D ability and create new brands, on the other hand, try to strengthen the customer maintaining ability to keep core marketing competitiveness. In the period of homogenization of competition, comparing with the other elements of 4P marketing portfolio, selling channel has become the key point as the important sector of supplying sales and service to customer. Channel has become the strong weapon that mobile enterprises keeps the frequent customers and fights for the new customers. Competitions among telecom carriers have turned from the aspects of technical and price to the aspects of service and channel. The theme of channel marketing has also begun transferring from 'sales' to 'full service', channel's structure of domestic mobile carriers has becoming diversified and different.At the same time, because subdivided marketing has been developed as the current hot and difficult topic, how to make use of the existing resources effectively and improve the efficiency of marketing management has been put much attention on in the telecom industry. To face the trend of regional marketing of mobile carriers based on market modality division, we must redetermine the marketing adaptability of existing channel system, make futher integration or channel optimization, so that enhance the marketing implementation capability of mobile carriers. This paper takes the exposition of the selling channels' theory and the overview of literature domestic and abroad as the point of departure, takes means of practical research. First, this paper combines with the fact and takes reference of typical enterprises' channel mode abroad, makes full analysis on the status quo of domestic mobile carriers, does the channel classification systemeticly. Then analyzes the regional marketing based on market shape division for mobile carriers, makes identification of the key points of dividing market shape and necessity of marketing system's optimazition. In this paper, the main part establishes a determing model for channels' market adaptability and uses AHP as the realizing tool. Finally, takes example of X Mobile to do the practical research and puts forward some improving suggestions for its channel system. This paper tries to offer a solving thought for mobile carriers to realize the channel subdivided management, also has referential meaning for domestic telecom enterprises to build channel construction strategy, support to develop customer and business.