The Mobile Communication Product Retails The Channel Research

In China's accession to the WTO today, China's mobile telecommunications industry is at a stage of rapid development. Therefore the commercial competition of various mobile communications company has become increasingly fierce. As an important reform symbol of China's telecommunications industry, China Unicom, how to survive, seize a share and gain a competitive advantage in the circumstance that China Mobile Communication Corporation take the advantage of the mobile communications market, and further how to face major foreign carrier's powerful offensive after China's accession to the WTO become a focus.This thesis started from the development and competitiveness situation of Chinese mobile communications business in recent years, through the study of China Mobile Communications business development of distribution channels and marketing strategy, though the analysis of channel design and channel management of China Unicom in its own direct sales channel, controllable channels of cooperation social direct sales channel, non-exclusive telecommunications channels, and other channels, as well as the assessment of all types of marketing channels in the economic, controllable and adaptation, discussed the gains and losses in recent years of China Unicom companies' process of expanding marketing channels. At last, the thesis gave some advice about channel adjustment and development with the theory and practice.