Research On Design And Management Model Of Marketing Channel In Telecommunition Enterprises

With economic globalization and the increasingly fierce market competition,living environment of enterprises has revolutionary change. Traditional competition has turned into competition in marketing channel, which is becoming lifeline of enterprises gradually. For the telecommunication industry, the competition in marketing channel will become a focus in telecom market and marketing channel is the competition resource which carriers should grasp firmly. Only the successful design and management of market channel enable telecom enterprises to keep with differential advantages.Combined with actual situation of the telecommunication enterprise, this paper has completed the application research on design and management model of marketing Channel in a telecommunication enterprise, taking a combination of literature research and case analysis.Channel efficiency of the enterprise is low currently. There are some constraints in the aspects of customer coverage, product channel design, sales strategies, and mode of cooperation, management of business opportunities.The customer market covered by market channel and selection of product access are not clear and reasonable enough.Some performance evaluation indicators could not fully mobilize the enthusiasm of channel members.Direct sales channels and channels of cooperation have some increasing conflicts and are difficult to achieve jointly marketing.Channels of cooperation, adopting two-level management models,are lack of long-term planning. Channel members have not taken enough emphasis on the business opportunities and have not adopted methods of business opportunity management.This paper has analyzed the current situation by using Porter's five forces model, proposed a set of strategies and programs on design and management of marketing channel and made some innovation about design of performance evaluation indicators, setting of management department, introducing standard and management model of cooperation channels and management processes of business opportunities.It is valuable to the optimization, consolidation and promotion of the marketing channel and makes sense to other enterprises in telecommunication industry and even the enterprises in other industries.