Innovative Research On Markerting Channels Of Mobile Communication Enterprise

The construction of marketing channels direct influences the overall performance of the company. Now all the telecommunications operators provide the similar business services which can be easily instead by their competitors. Their price tactics also will be easily imitated. Because of these, marketing channels has become the strategic resource to maintain their advantage. This situation leads to the Pioneering and innovating of the marketing channels becomes the most important topic that worth to study.The paper takes the certain mobile company as example, studies the present marketing channels developing situation and raises new planning and developing ideas. Also, the paper makes some further exploration for some problems worthwhile. Chapter 1 introduces the research background, purpose and content. Chapter 2 firstly introduces the definition and connotation of the marketing channels, secondly studies the structure theory and behavior theory about the marketing channels. Finally, it raises the developing tendency about telecommunications industry marketing channels. Chapter 3 summaries the marketing channels construction experiences of the domestic and abroad telecommunications operators. Chapter 4 describes development situation about the certain mobile company's marketing channels, then raises new planning ideas and new channels structure. Chapter 5 makes further study about channels' flat structure, data service's channels and mobile phone's sales channels.The two major innovations: firstly introduce the classic channels theory's developing situation in telecommunications industry; secondly put forward some ideas about the understanding and implementing of flat channels and the development of data service marketing channels.