Research On Indirect Channel's Management Of DGMCC

Since 2008, with the deepening restructure and coming of full-service era, the external environment have been changing dramatically in the telecommunications industry. Under the new circumstance of market competition, China Mobile, China Unicom and China Telecom are confronted with the pressure in the increase of market share. As an important distribution channel for new customers, the three operators are targeting on indirect channels. In this battle, as the pioneer of indirect channels, it is a key issue in next phase of market operations for China Mobile how to manage indirect channels with limited resources, especially how to enhance the managment of the core indirect channels.On the purpose of enhancing the indirect channels this thesis analyzes the macro-and micro market environment of CMCC of Dongguan through the indirect channels'"three" (satisfaction, health, loyalty) analysis, we found the existence of the core of mobile indirect channels number of channels not enough, lack of long-term binding, three major issues such as market regulation is not enough. Papers were the status of the above three issues, hazards, and corrective recommendations have been described, and accordingly the three major causes of the problem are analyzed in detail, clearly the causes of the difference is the width of a channel number, lack of difference, the channel width is direct supply, lack of refining, remuneration policy incentives, lack of bundling, business policy and resources, lack of applications, channels regulate a system, there is lack of implementation and internal management team, lack of specifications, in the "six-six missing" problem were analyzed. After the papers were asked for each of the solutions proposed to study the formation of the entire floor can be executed marketing programs.It discusses that by applying with the propositions DG Mobile Company improves the management of indirect channels and activation volume of SIM cards, ehances their service quality, extends their life cycle and reaches the win-win goal of partnership.