Study Of Mobile Marketing Channel Management In 3g Age

Telecom industry restructuring have enforced all the major carriers to speed up the whole business. In the intense market competition, abundant new 3G products and services emerge in an endless stream. These products and services will arrive at their consumers through channels. It, therefore, not only makes higher demands toward the channels carrying the future 3G operations Business, but also poses challenges to channel management for communication operators.The major competition among operators has focused on the competition in the marketing channels. While competitive environment is changing, competitors' awareness is changing as well. It reminds a problem, which demanding prompt solution, that how to maintain and enhance the core competitiveness of channels and to manage and regulate channel partners effectively, and how to increase the agent's identity and loyalty to enterprise so as to tied together channels and their carriers more closely, and how to ensure all of the channels' synergistic role by avoiding the substandard competition.Through the analysis of the marketing channel theory, the course of domestic telecom operators'development and marketing channels trend, the thesis points out the problems and deficiency of existing marketing channels. Revolving around the theme of how to enhance the core competitiveness of marketing channels, it applies the SWOT analysis, PEST analysis and other research methods to the Chinese mobile marketing channels comprehensive analysis. The paper has made a multianalysis about market environment, competitive situation and business development needs both theoretically and empirically. It puts forward a marketing channels theoretical system, which has clear logic, standardized management, rational layout, efficient operation, high loyalty and competitive capabilities, under new circumstances.