Shaanxi China Telecom Company CDMA Marketing Channels Research

October 2008, CDMA network which previously operated by China Unicom transferred to China Telecom. At the same tine, some new complexion have emerged in the Shaanxi Mobile Communication market such as marketing war intensified, new marketing channels rapidly developed, the effect of the existing marketing channels mobile operators operating decreased and the costs escalated. How to face the strong competitors, how to establish a stable and highly efficient marketing channels, to strengthening and improvement of existing channels, and to stand in the market to find a further development, become the theoretical and practical questions of Shaanxi Telecom Company.The marketing channel theory which is the basis of this study firstly is summarized, then the development and characteristics of telecom operators' marketing channels is analyzed. Then, marketing channels status of Shaanxi Telecom Company about CDMA business is analyzed, including the CDMA business introduction, CDMA business marketing status introduction, and the existing channels and channels management status introduction. After that, economic, policy, technical, socio-cultural of macro-environment is analyzed, and the SWOT analysis is used for company operations in Shaanxi CDMA business, including advantages, disadvantages, opportunities and challenges analysis. Next, the evaluation of CDMA marketing channel is focused on based on previous theoretical studies. The channel performance evaluation model is framed, then the weight of each indicator is calculated by AHP and expert evaluation method, and self-evaluation of channel performance is quantitatively evaluated by general fuzzy method, including channel development, channel value, channel status, customer satisfaction, and financial performance aspects. That is the basis for design and amends channels. And then the questions of the social entity channels are analyzed with practical experience. Finally, the company put forward some targeted suggestions are put forward such as transformation recommendations about improvement of self-entities channels and other channels, clearing scale of network-building, and strengthening the existing networks.The paper can help Shaanxi Telecom to build and improve their marketing channels , to improve channel performance evaluation to have a sustainable competitive advantage. It is a reference to domestic enterprises simultaneously.