Hunan Unicom Marketing Channel Development Strategy Research

After several years' development, Chinese mobile networking industry has developed from early monopoly to the competition environment among major three giants, which were China Mobile, China Unicom, and China telecom. Chinese telecommunication market has already transformed from complete monopoly to the monopolized competition, the competition between telecommunication operator's has turned from chasing network resources to consumer market share gradually. As competition environment getting worse , as the one of the most valuable elements, channel led telecommunication operators' development by undertaking marketing research and sales promotion. Therefore, it is so important to taking advanced research in channels.Hunan Unicom had only few self-owned retailer shops from early period of establishment, it mostly relied on social agents' distributions, it extremely relied on its social agents by sales, promotion, market research and information feedbacks regarding to the enhancement of social agents' leverage and complexity of business' operation, it caused that social agents became out of control. So many cautions produced from the imbalanced development, such as channel management has fallen in weak position on quality standard, cooperation and trust, meantime it could be done fundamentally at the moment.This article analyzed distribution phenomenon by utilizing marketing theories of distirbution structures and authority, and proposed reasonable development strategies to Hunan Unicorn's channel. it thought that Hunan Unicom were able to solve the difficulties by flattening channels' structures, strengthening channel's construction plan, promoting self-owned retailers' sales volume and serviceability. Specific actions have been suggested to improve entire competive marketing core value, which were integrating sales and services unit, strengthening self-owned retailers' construction, building up sales troops and one stop shops' networking, implementing membership policy, soliding district service, advancing the construction of village service stop and establishing CRM systemThis article has provided precious opinions for mobile telecommunication companies on channel construction and management. It conducted development tendency of market channels and discussed about "the Four Modernizations", which were the flattening of channel's structure, handset's personalization, development type's enrichment, and the channel's PR.