Study On China Unicom's Strategy Of Marketing Service Channels

Channel has became not only the main body which carry out the marketing services, but also the competitive point of operators' market, the competitive strategy of channel has direct influence on enterprise's development in the future market and their core competitiveness. This thesis focus on the study of China Unicom's channel strategy and development planning by using marketing and management knowledge, and commences from analysis on competitve environment of mobile operators' channels by model using of SWOT,benchmarking analysis and other means, to identify the core competitiveness and key competitive factors, in view of channels covering and business characteristics, to put forward China Unicom's Channel development planning and value-added strategy. Through channel-business match model, applying hierarchical and flat management, also integrated with performance, objectives management and other means to enhance the level of China Unicom's channel operation and management. This thesis also has value of reference for other enterprises on this industrial chain.