Research On The User's Adaptability Influencing Factors Of Telecom Industry Marketing Channel

With the rapid development of economic and the changing of market situation, a buyer's market is becoming the main trend for some time. Foundation Capabilities of the products are no longer the rigorous consumers'only requirement, diversification and personal service are becoming their new demands. As the technology's "timeliness" and the uniqueness of marketing channel services, the marketing channel has been paid more attention, and it has become one of the new core competitiveness of enterprises. Scholar Maureen Guirdham put forward three evaluation criteria of marketing channels: economy, controllability and adaptability. Adaptability is the most basal and important criterion. Under the new situation of the buyer's market, how can the marketing channel accommodate the users'needs has become an urgent question to solve. To be the pointcut, this paper proposed adaptability of marketing channel users in telecom, did meticulous and in-depth research on the users adaptability, and made the adaptive assessment criteria more suitable to the current market situation.This paper followed the idea which goes from basic theory to empirical analysis, and used qualitative analysis and quantitative analysis methods. On one hand, it gave a qualitative describe on the basic theory of marketing channels, on the other hand, it made a quantitative analysis on the specific data which obtained from the questionnaire. This paper put forward seven factors of the user adaptation and related research hypotheses which would influence the uses'adaptability through consulting previous literature research and combining the depth interviews with the relevant corporate executives and instructors. It gained market firsthand material through the questionnaire survey, ensured the validity and reliability of the questionnaire data through examination of reliability and validity, and then did multiple regression analysis on questionnaire data. It discovered that recognition of product prices, quality of service, communication skills, address selection, product quality, the five factors have a positive impact on the user adaptability, but control sales and sales capacity did not form notable effect. Only the operators have a good understanding of the different needs of users, can they offer a targeted service for customer, and get recognize. Finally this paper summarized the research results, hoping it can provide certain reference for the channel design operators.