| During the past several years of 21st century, China Mobile Group Company CD Branch(for short CD Mobile) has developed rapidly by the continuous system reform of nation telecommunications industry. However, this competition CD mobile faced also can be attributed to three general causes. General domestic mobile industry is shifting gradually from a seller's market to a buyer's market. The trend in competition focus in moving from network technology and Price to marketing channels .Especially the reconstruct of telecommunications industry this year also contribute to the situation. Accordingly, effective marketing channels have become the most component in core competitiveness for CD Mobile communications operators. This paper study CD Mobile marketing channel optimization.There search methods applied in this thesis include literature review, case study and key factors analysis·Among these, the literature review is used in the study of marketing channel theory and the general survey of the China Mobile Group Company and the CD Branch .Case study and key factors analysis are the main research methods deployed in the marketing channel development and construct study of CD Mobile.This paper is to study the marketing channels of CD Mobile by comprehensive investigation on the basis of the marketing channel theory and points out major problems of the mobile channels of CD Company.. The product resource utility may classify on the basis of optimization channel system, update channel utility and adjust resource effectively。The paper Not only include theoretical analysis and feasibility studies, but also empirical study based on a large amount of reality data from CD Mobile. The conclusions of the paper have a universal significance as well as high application value. They have important significance for the Chinese mobile telecommunication companies and operators towards the development of rational marketing channel systems, while enhancing their core competitiveness . |
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