| With telecommunication industry reconstructing and the issuance of 3G licenses, the telecommunication industry has been reconstructed into three all-business operators, the times of all-business operation has began.Facing the need of Economy development after the whole world financial crisis, industry for Internet of things is raging like a storm, the new blue ocean marketplace begins to show before telecom operators. The telecommunication industry is declining in the industry profitability, enters into a low speed growth period, the trend that the information consumption is replacing telephone's consumption have appeared. Significant changes happened in the competition pattern, the three major telecom operators entered each other's business field owning traditional advantages and new field of Internet of Things to compete. Facing the new situation, China Mobile in product markets, target customers, competitors, partners and China Mobile's own status have occurred either large or small problems,there are some existing government-enterprise customer channels not to meet the changes. In terms of products,traditional voice business is stepping into a maturation period, the traditional fixed-line broadband and internet business has grown rapidly,and data network applications and other new applications are successfully developing;On target customer aspect,the government-enterprise ICT needs show the features of diversification, multi-hierarchy, individuality and duality, as China's economy grows better and greater, marketing space is also more and more big; The competitors, China Telecom and China Unicom accumulated a wealth of client resources,network resources and strong customer relationships in government-enterprise customer market with many years of fixed-line operation,, accumulated experience in ICT applications.Under the new situation, China Mobile shows the many-sided weaknesses in the government-enterprise customer market in many ways, such as,the customer resources, customer relations, cable network coverage, customer brand, government-enterprise customer channels, marketing services and other capabilities, which is not consistent with China Mobile's strategic positioning of first-rate mobile communication enterprise in world. Government-enterprise customers with a lot of communications businesses, large contribution,high loyalty and other significant features become key areas of strategic competition,for the emerging information-based business is mainly used in government-enterprise customers. The government-enterprise customer channel is an important way to control government-enterprise customers, is an important part of the ability to service market, is an important way to create competitive differentiation and advantage. Adapting to the needs of strategy development, to the needs of establishing all-business competitive advantage, to the needs to grasp the needs of customer in depth,China Mobile should be to achieve the transformation of marketing channels, from changing the idea of channels, the improvement of existing channels to establishing new channels to build a new flat channel system of Government-Enterprise customer with characteristics of internal and external integration, and service marketing integration.Changing channel idea, China Mobile should, first of all,change the target customers from group clients to government-enterprises customers, focusing on the whole organization needs to grasp; but also change the channel flow from one-way to two-way, making information stream interactive; must achieve channel lengths from short to long, making the sense of service through the whole process, to accomplish internal processes forward for the customer needs. Improving the traditional channels, asks CM to take customer manager, new resident direct marketing channels as the main, to take product managers, project managers, the own office, office of customer experience,10086-8 customer hotline and website as coordination,to take telephone managers, sales agency and demonstration channels for small and medium enterprises as the added channels,and multi-channel division of responsibilities, mutual coordination and convergence to construct a unified and coherent customer-facing channel system. Improving the traditional channel, asks CM to focus on optimizing the structure of customer managers team,improve the quality of customer manager, reform employment system, open up career passage, improve the treatment, to attract talents to enrich the number of customer manager. Improving the traditional channels,asks to build customer-oriented organizational system, to build a customer-oriented business operation support system, to create business development process based on customer needs. Innovating channel morphology,asks to introduce cooperative agents,for adapting to the changes of our customers needs and requirements of emerging business;asks to introduce the new channel forms—the resident channel, build the resident communication center, with appropriate technical and marketing service staff to provide close, responsive, fast type of marketing services;Innovating channel morphology,asks to build a model marketing channels, select leading enterprises in industry and establish application case of ICT, which will grow to become a base of displaying and marketing the ICT product, offer demonstration-style marketing channel for other companies.This paper attempts to use the knowledge of marketing and channel management to give the government-enterprise customer market of China Mobile a thorough research and analysis in the current situation, combined with the requirement to the market strategy, to explore the transformation strategy of CM's government-enterprise marketing channels. In this paper, some research and study have been done and some new ideas, concepts and channel forms have been put forward, which will brings some inspiration and practical significance to the theory researchers and industry-related departments of China Mobile. |
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