Ab Telecommunications Marketing Channels Research

May 24, 2008, the proclaiming of The Notice of Deepening The Reform on The Telecommunications by the ministry of MII and etc, is the declaration of the official arrival time of the whole business of China's telecom operators. The situation that the three operators separated is established. At the same time, personalized communication is increasingly clear. Alternative communication products are keeping growing. AB Telecom's operating income, market share, ARPU values are falling sharply, and come to face with the unprecedented challenges.In this paper, we summarize the product characteristics of the telecommunications market, as well as the status of telecommunications in AB by SWOT analysis, Porter's five forces model of competition. The points of analysis are the internal and external environment of AB telecom and their own advantages and disadvantages. Furthermore, we lay emphasis upon importance of marketing channels in the enterprise market. Through the effective way to contact customers and services, the enterprise can not only increase sales, but also can improve customer satisfaction and loyalty, most important, it is a way to establish the core competitiveness.The main contents of this article are following: First, based on the diverse customer groups, this article comes out with a clear declaration of the targets, principles, structure of the channel designation .It also clarifies the way to build the composed channel system ,which made of direct sales channels, business halls, social channels, E-channels and so on. Secondly, this article takes a clear definition of various channels and selected members , it explains the function of members, the process of building organizations. Third, it explores the method of channel management, channels cooperation, channel incentives and resolution of channel confliction, it comes out with the principle of channels controlling. Finally, on the basis of analysis of diverse business depend on different channels , this article researches the significations and steps of the channel combination and optimizing.For more than 10 years, AB Telecom regained the chance to operate mobile business. We hope to dig out the suitable method on channel building, for helping AB Telecom to face the fierce full-service competition in recent years, for giving some advices to the construction of AB Telecom services channels.